Golf
Sales and Marketing.
"After create the product and get it to work, then you convince the consumer that they have always wanted and need it. We start with the central that the product is better, and we cam prove to them that it is better. Then we get the professional endorsement, get enough consumers to test it, and figure out what the advertising should look like"
Sales
1. USA
a. Off-course. 65% of CGC bussines. In five years numbers of retail off-course have increased from 1500 to 2000
b. On-course. In five years numbers of retail on-course have increased from 5000 to 7,000
i. Do not have time to spend with customers and to sell the products because they are running courses, giving lessons, selling shirts and renting golf clubs.
c. No one client accounted for more than 5% of revenues.
d. About 1/3 o off-course shop sold 2/3 of productds an 2/3 of on-course sold 1/3 of products
e. Although on-course were considered vital to CGC, the company relied more heavily on off-course shops because the were generally better financiated
f. "CGC maintained a one price policy with all customers" Thus, it provided no volume discounts, whether a customer did $ 10000 or $ 40 million of business a year"
g. Callaway Golf Sales Company, CGC sold this product to customers via
i. regional field representatives,
ii. in house telephone salespeople
iii. customer services representatives.
h. Salesperson divided customers into three groups, A B C. which they visited weekly, monthly or four times per year depending the importance of the account
i. Outside salesperson
i. Maintain inventory
ii. Running Demo days. 30 40 days per year by each salesperson. These events allowed golfers to compare CGC clubs with them culbs
iii. Taking customers orders
iv. Provide customers seminaries
v. Provide information...
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