The lead author has been a senior executive in the hospitality industry for 20 years and, as the club’s director of marketing, realized that this challenge would mean looking beyond conventional marketing and sales methods.He received corporate approval to implement techniques discussed in Pepperdine University’s Presidential/Key Executive Program.Merritt is a 1996 graduate of the Presidential/Key Executive Program at the Graziadio School.
Customers do not always respond truthfully to salespeople.
People sometimes say what they think salespeople want to hear for the sake of a graceful exit.
Finally, pricing policies were revised to enable flexible programs based on value-added analyses and contribution-margin accounting.
Data gathering was one of the first areas of the existing marketing program to be reviewed.
The media was treated to free golf, food, liquor, shirts, caps, and golf balls.
They generated a flood of ink and tremendous market awareness in return. The article brought recognition throughout the golf world that could not have been purchased for 0,000 in advertising.
‘Ed’ Merritt is a Ph D candidate in Hotel Administration (Organizational Behavior) at Cornell University.
He previously served more than 20 years in senior hospitality management positions in Florida and California.
The club composed a direct mail piece every three weeks inviting prospects to a free evening of food, beverages, prizes, and entertainment.
The list was occasionally broadened to create a universe of approximately 2,000 recipients that might produce 100-125 attendees and, ultimately, five to eight memberships.