Scenario 2-1
Golf America is a small, national golf company that owns and operates two dozen golf courses in sunbelt cities in the Southwest, Texas, Florida and North Carolina. The company prides itself on buying older courses and investing in them to increase membership, outside play, and update the facility. Members of existing clubs see tremendous changes in grounds, landscaping, food service and golf amenities when Golf America assumes ownership and management responsibilities. In each market in which it owned and operates, Golf America engages a marketing group or agency to assist with communications and promotions.
-(Scenario 2-1) Golf America is also considering hiring an external facilitator to develop an on-line presence and sell golf membership, tee times at its courses and golf merchandise from its proshops on-line. What type of firm might it hire?

Question

Quizplus · Accepted Answer

Golf America is looking to develop an online presence and sell its products, which makes an e-commerce agency the best choice. An e-commerce agency specializes in creating and managing online sales platforms and can help Golf America develop a website that can sell memberships, tee times, and merchandise. An information intermediator specializes in gathering and disseminating information, which is not relevant to Golf America's online sales objectives. A direct-marketing expert focuses on targeting and engaging customers through various direct marketing techniques, which may not be enough to develop an online presence. A media conglomerate focuses on acquiring and managing multiple media companies, which is not relevant to Golf America's online sales objectives.

Scenario 2-1 Golf America Is a Small, National Golf Company That Owns