marketing project - Part 1 4 The game of golf was invented...

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Unformatted text preview: Part 1. 4. The game of golf was invented in Scotland during the 15th century. In those days golfers would hit a pebble instead of a ball around in the sand with a stick. It was not until 1750 that the game of golf was transformed. There was a need for sticks and pebbles to be replaced by clubs and balls. The golf ball went through many different stages before it was finally perfected. Golf was first played with a leather covered ball stuffed with feathers. The balls were expensive because they were so difficult to make. Golf balls went through many changes including the use of “gutta” or milky juice from a tree found in Malaysia. The modern ball used today is very technologically advanced and researched. The use of plastics, silicone and rubber all add to the durability and accuracy of the balls used today. (About1, 2008) Achusnet, which is comprised of a few brands including Titleist, was formed as a rubber processing business. The main catalyst for starting the production of golf balls was the growing popularity of golf in the early 1900’s. In 1930 rubber golf balls were shown to be the future but had not yet been perfected. Phillip E. “Skipper” Young was the founder of Acushnet and he “patented a machine that could wind rubber string around a rubber core in a uniform manner which led to the development of a ‘dead center’ golf ball that he named Titleist.” This dead center ball became popular and was used to name the golf section of Acushnet. From about 1945-1965, Acushnet's golf division grew with the popularity of the sport. The number of golf courses in the world doubled, from 4,000 to 8,700. The number of people who played 15 or more rounds of golf each year increased from 2.5 million to 8.5 million. The amount of money spent on golf equipment increased from around $60 million to $150 million. The amount of money spent on golf balls, in particular, increased million to $150 million....
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marketing project - Part 1 4 The game of golf was invented...

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