Marketing 16th Edition by William Pride,Ferrell

تمرين 24

Despite the large number of vacant spaces in Bushwick, the Putting Lot team had a difficult time finding a space to put their mini golf course. They say, "Even though the zoning of the neighborhood specifically permits our use as a right, most landlords did not want to deviate from standard, most com-mon land-uses. In the end, we did find one who has been very supportive and is excited about the project and the possibilities it brings to the neighborhood." They recognized that family influences would be important in supporting the Putting Lot because, once children enjoyed playing there, they could have a very supportive impact on decisions to use the course.
The Putting Lot focuses on sustainability, using recycled and reclaimed materials in its design. Additionally, the designs cannot be permanent or damage the land in any away. Before the course opened, the creators called for design submissions for the holes. The winners received $500 to cover the cost of materials for their hole. One hole includes scrap-car doors and was inspired by the hazards of city cycling. Other holes include a water feature made with recycled plastic bottles and an obstacle course composed of boxes and milk crates. These hazards of the city represent an attempt to relate to the local culture and changes in attitudes toward sustainability.
Additionally, Fries-Briggs and Himmelfarb searched for additional materials online and throughout New York City. Examples of materials used to create the Putting Lot include wooden shipping pallets from a local factory and old sails for the awnings. The golf equipment was acquired from a miniature golf course in Canada that was going out of business. The emphasis on developing a mini golf course based on sustainability appealed to neighborhood residents who want to exhibit a sustainable lifestyle through their activities, interests, and opinions.
The Putting Lot became an important space for the Bushwick neighborhood. The Putting Lot's organizers say, "Through the transformation of the lot, the construction of the holes, and a series of events held in the public area, we hope to provide a forum for discussing urban sustainability in a new context." Therefore, the organizers were involved in socializing neighborhood members to patronize the course and communicate with others positively in their reference groups. They hoped that some neighborhood members would become opinion leaders and influence others to become involved with the Putting Lot as a role model for community sustainability.0
1. How did the creators of the Putting Lot incorporate sustainability into their business concept?
2. How do you think the creators of the Putting Lot used marketing concepts to emphasize the advantages of a miniature golf course based on sustainability?
3. Based on the successful creation of the Putting Lot, can you think of other similar products that could be developed around the concept of sustainability?