高尔夫读者

　　在很多人眼里，球僮的角色就是背着球包紧跟在客人身后，不停地递送、擦拭球杆。专业一点的球僮能够提供风向、球道等信息，协助客人挥好每一杆。但笔者认为球僮的作用远不止这些，她甚至对一个俱乐部的经营起着至关重要的作用。

　　也许有人认为，把球僮的作用上升到如此高的地位有点夸张，但如果细加分析，我们不难发现球僮的重要性。试问俱乐部谁与客人接触的时间最长？经理、服务员……他们都不是。只有球僮与客人相距最近、接触时间最长。打完一个18洞的球场，大约需要4个小时，在此过程中只有球僮一直形影不离，随时随地服务。正因为与客人接触的时间长，所以也是最容易怠慢顾客，引起投诉的地方。可以说球僮的服务水平是一面镜子，直接反映了俱乐部的品质。特别是致力于打造强势品牌的俱乐部，更应该注重培养一支过硬的球僮队伍。

　　那么球僮到底能发挥怎么样的作用呢？

　　首先，她们是搜集客人信息的触角。每一个球僮都是一个伸向客人的感应器，从客人的举手投足间捕捉爱好、性格等信息，以便俱乐部有针对性地提供服务。这一点相当于市场经济发达国家的数据库营销，他们可以通过顾客在超市刷卡消费来建立完善的数据库，以便在顾客生日、重大节日或者某种商品消耗完时，及时提供供货服务，从而占领更大的市场份额。高尔夫俱乐部完全可以创造性借鉴这一种模式，提高服务的满意度。特别是在高尔夫行业，会员为了保护隐私，一般不愿意提供太多个人信息。要对会员有更多的了解，很大程度还需要球僮在服务中去用心体会。

　　其次，球僮是高尔夫俱乐部的一个窗口。透过球僮的服务，不仅展示了整个俱乐部的形象，而且可以在适当的时机向会员推荐俱乐部新的服务项目和重要活动。这种通过人轻松自然的介绍，使传递的服务信息更容易接受，好于宣传页的效果。球僮也可以说是一个信息传播的窗口，通过穿插在服务中的信息传播活动，可以使俱乐部与会员之间的沟通增添新的渠道，效果更佳。

　　另外，会员来俱乐部的主要目的就是在青山绿水之间打一场畅快的球。在俱乐部硬件设施一定的情况下，球僮服务高低成为决定会员打球舒心与否的关键。人的能动性最大，只要挖掘出球僮的潜力，就能使服务贴近会员、感动会员，从而提高使俱乐部声誉，在高端人群中有口皆碑。

　　当然，要让球僮在服务中发挥更多的作用，需要不断加强对球僮的培训，使其不仅懂得高尔夫的专业知识和礼仪，而且懂得心理学、社交等知识。只有这样才能成为名符其实的排头兵。

　　华彬高尔夫俱乐部品牌推广部：鲁国顺

（姜功诚 作者系中国科学管理研究院特约研究员、《发现》杂志社理事）

　　近日在互联网上看到一篇文章，文章开头就这样写到：“做本土高尔夫球具品牌？那就做好关门的准备吧。这话不中听，听进去了，可以给您省钱，省很多的心。”看到这里，我倒想问问这位仁兄，当我国本土芸芸几千家高球企业看到这些文字，当我国成百上千万高球爱好者看到这些文字，所带来的到底是省心还是更加“费心”？

　　暂且不论这些言论是否恰当，纵观我国高球产业地发展态势便朗如明镜。于四月一日刚刚结束的第三届中国(广州)国际高尔夫球博览会上，琳琅满目的高尔夫商品和热火朝天的高球爱好者正将我国高尔夫事业演绎得如火如荼。虽然高尔夫传入中国才短短21年时间，但其迅猛地发展态势已影响了成百上千万中国人，且正以平民化的趋势蔓延。短短地21年，中国培育出了张连伟、梁文冲等一批球坛巨星，正以矫健地姿态冲入国际领域。如果说，高球运动在中国地推广是“天时地利”，那么中国的高球产业也必将顺势而行！

　　中国高尔夫商业品牌　整装待发

　　品牌是一个国家的脸面。日本前首相中曾根说过：“在国际交往中，索尼是我的左脸，松下是我的右脸。”可见，民族品牌不仅代表着国家产业的高端水平，而且更代表着国家的国际形象，承载着重构民族自尊心和自信心的历史责任。

　　不仅如此，品牌还是市场竞争的致胜利器。一个企业即使拥有了核心竞争力及优秀的资源，如果不能最后表达为品牌竞争力，也很难为最大范围的消费者所感知，在市场上也不会有号召力。相比国际强势品牌，品牌竞争力是目前我国企业最为缺乏，但恰恰也是我们在国际市场决战中最为关键的能力。中国商务部部长薄熙来就不无忧虑地指出：中国只有卖出8亿件衬衫才能换回一架空客380。中国出口的衬衫平均一件只有30~40美分的利润，还老是遭受反倾销制裁的折磨。

　　相形之下，年轻的中国高尔夫产业也未能“逃脱”品牌缺乏的困扰。国外名牌产品利用我国廉价劳动力做加工，但制成成品贴上他们的品牌后，其售价比我国同类产品高出几倍甚至十几倍，而且市场异常火热，这就是品牌效应。目前我国高尔夫商业品牌呈以下状况：国内产品品牌效应不突出，国内市场份额被国外品牌挤占。在国际市场上，中国的高球产业更是缺乏自主开发，缺乏自主品牌，主要以贴牌生产为主，可以说是在国际上没有中国高尔夫品牌。

　　中国的GDP排名世界第七，出口额排名世界第三，在经济总量上可谓是巨人。但是品牌的缺失可能成为我们的“阿喀琉斯之踵”，直接影响到中国企业在国际竞技舞台的后继力。虽然现在中国品牌的竞争力优势比较弱小，但我们也应当看到，中国企业不缺乏产量优势，也不缺乏品质优势，我们能为那么多世界级品牌做OEM就是例证。日本上世界80年代开始进入品牌建设阶段，韩国则是在上世纪90年代。无论是日本还是韩国，从经济起飞到品牌群落崛起之间存在有大约20年的时间差。如果这个时间差同样适用于中国的话，那么现在正好是中国企业品牌崛起的时间。中国经济已出现了从财富时代到品牌时代的契机，现在要看中国企业如何把握好这一千载难逢的历史机遇了。

　　目前我国的经济形势一片乐观，我们的高尔夫制品企业应内从加强品牌建设，转变经营思路，外从拓展国际市场空间入手，“内外兼并”，审时度势，打好以品牌为核心的贸易仗。“Gicoo”作为我国高尔夫事业的“先行者”，其“中国精神、世界品质”为中国高尔夫品牌进军世界带来了不少影响，；TCL坚毅地高球赛事赞助，也为中国高球品牌建设迈出了先河。

　　3月22日，笔者与“A99”品牌创立者李刚健先生一同会见了中巡赛冠军丘志峰先生，丘先生感慨地说，“中国太需要自己的品牌了！”

　　中国高尔夫品牌建设六大障碍

　　障碍1：“崇洋”的消费观念

　　扭曲的“崇洋”情结已是一个耐人寻味的现象。不少国人平时对洋货咬牙切齿，对国货怜爱有加，但往往到了买单的时候还是“灭自己志气，长他人威风”。洋货的问题再大，也说成“例外”；国货挑不出太大问题，结论也是“买不得”！这是不少国人的消费倾向。当然，对高尔夫运动来说，文化民俗固然起了很大影响，毕竟高尔夫是“洋运动”，国人了解较少，政府的关注较薄弱，且传入中国也不过短短的21年时间，其推崇度还有待提高，但如果其观念不不转变，中国的品牌建设就会受阻。

　　塑造完美的品牌不仅需要企业的自强不息，而且还必须得到国人的认同与维护，否则，我们的民族品牌将孤掌难鸣。这一点我们得向韩国人学习，韩国人近乎偏执地酷爱自己的产品，以买国货为荣。在韩国大街上，开外国车会受到国民指责。在亚州金融危机期间，韩国民众甚至自告奋勇地捐款捐物，帮助企业渡过难关。

　　当然，我们不能总是苛刻地用放大镜去看待企业品牌在成长中的不足，毕竟品牌的成长与技术、品质等相关，但更与消费群体对其的态度看法相关。一款品牌的产品哪怕再好，也架不住口碑的诋毁和习惯思维的惯性。

　　上世纪70年代中期，日本同样面临着品牌难的窘境。为了改善现状，日本政府经常举办各类设计比赛与其它活动，来培养国民消费中的审美意识，提高消费者在品牌方面的知识和需求。这种做法从另一个侧面促使企业家们更加迫切地去提升自己的品牌。品牌的创造和需求相互影响，日本在很短的时候里便涌现出了一大批世界知名品牌，这一点是值得我们借鉴的。

　　毛泽东就非常提倡中国作风、中国气派，这点现阶段更值得弘扬。中国品牌(特别是新兴的高球产业品牌)的成长甚至中国经济的发展都需要国人的认可。自家不兴，何以兴世界呢？

　　障碍2：品牌市场参透力不够

　　我们许多的生产企业都是“多元化”体制，即球帽、球衣、球具等一应俱全，面子上，架子够“阔”，服务周到。但就一般企业而言，要把每一项产品成功推出市场是非常困难的。“海尔”做了十年的冰箱才推出家电及其它等附属产品。审时度势，高尔夫在我国发展才短短21年，一个企业要做到面面俱到谈何容易啊？纵观近几年“倒”下的一些品牌我们不难发现，一个“多元化”品牌能生存三年已实属不易了。所以细分产业市场，是我国高尔夫品牌建设的至关重要一环。

　　所谓市场细分就是把市场分割成为具有不同需求、性格或行为的购买群体，并针对每个购买者群体采取单独的产品或营销策略。市场细分已经成为我国营销成熟企业普遍采用的品牌策略，但是许多生产型企业在宣传产品时并未对此引起足够重视。在竞争不断升级的现代，任何一个企业根本不可能获得整个市场，或者至少不能以同一方式吸引住所有的购买者，因为消费者实在太多、太分散，而且他们的需要和购买习惯不尽相同。每个企业必须找到最适合她的那一块蛋糕。处于竞争劣势的品牌也只有根据市场需求、竞争对手劣势和自身优势确定自己的细分市场，才可能寻找到自己的立身之地。

　　在这一方面，我国新生品牌也有做得好的，“A99”品牌创始人李刚健就说，“我们是球包专家，因为我们只专业生产球包！”如果你是“多元化”企业，你敢说你就是“高尔夫全能专家”吗？

　　中国高尔夫品牌市场的确应该细分，如果你“专”做那一点，我“精”做这一点，联合起来大家互补，都成“专家”，中国高尔夫品牌何患不起？

　　障碍3：企业不懂品牌建设与市场营销的联系

　　中国商品间竞争最常见的就是终端促销战。加量不加价、买二送一、买五送三、消费大酬宾等等活动让人眼花缭乱，但不管花样如何翻新，都只有一个共同点，那就是简单的让利促销。今天你让，明天我也让，你送1元，我就送出2元来吸引消费者，最终变成了企业间的实力比拼，比谁的资金实力强。尽管类似的促销活动能带来短暂的销量，但这对于品牌核心价值的提升没有丝毫意义，企业无法利用品牌的价值来获取持续的竞争力。

　　相形之下，笔者也看到了某球具生产厂家与某杂志合作的促销活动。其方式就是订阅该杂志送球具，我们不妨仔细想想，到底谁获利？其前提是订了杂志就能获得球具，那么球具就是“奖品”，就是杂志的广告，反而成了吸引读者订阅杂志的促销品。既使读者订了该杂志，那么其得到的也不过就是“附属品”，是免费拿来的，在心理上也就不屑一顾，所以这给球具产品品牌价值的提升未起到任何的正面影响。

　　这就是大部分企业将品牌建设等同于市场营销的实例。企业的最终目的是为了通过提升品牌形象从而带来市场营销，所以品牌建设是基础，市场营销才是结果。在提升品牌价值的时候，企业的一切宣传活动都必须围绕品牌核心价值而展开，是对品牌核心价值的体现与演绎，并丰满和强化品牌核心价值。品牌管理的中心工作就是清晰地规划勾勒出品牌的核心价值，并且在以后的品牌建设过程中，始终不渝地要坚持这个核心价值。只有在漫长的岁月中以非凡的定力去做到这一点，不会被风吹草动所干扰，让品牌的每一次营销活动、每一分广告费都为品牌作加法，起到向消费者传达核心价值或提示消费者联想到核心价值的作用。久而久之，品牌价值才会在消费者大脑中烙下深深的烙印，并成为品牌对消费者最有感染力的内涵，核心价值是提升消费者心智中的品牌感知价值和溢价能力的主要驱动力量。

　　障碍4：“创新”已成口号

　　品牌的塑造，产品的发展，不仅在宏观上要与时俱进，而且在企业的微观操纵下，更要加强对新产品的研发与技术的革新。

　　如今许多企业，包括高尔夫生产企业为了节省在研发上所投入的巨大资金，而不惜劳苦的去参加国内外的展览会。随后跟风，仿造就一涌而来，使自己无形中就被竞争对手“牵着鼻子走”。　　　　　　　　

　　众企业的一味跟风与仿造，不仅给行业带来的损失(如低价竞争)是巨大的，而且也严重冲击了行业内品牌的建设。

　　品牌的稳定离不开企业内部管理与技术的支撑。江泽民同志曾说过：“创新是改革的灵魂”，笔者认为，现阶段企业家们更应当读懂这句话，从自身入手，以“新”与“更新”来开拓市场，也只有做到了“新”与“更新”才能真正稳固自身的品牌。

　　障碍5：宣传方式不到位

　　一提到宣传，大部分企业的眼光都局限在广告上，为了让自己的品牌在公众媒体上“露脸”，不惜重金投于电视、广播以及杂志。固然投放广告提升价值是明智之举，只要你有钱，可以满大街都贴满你的品牌，但有几个人做得到呢？我们的企业在选择宣传方式时往往太过盲目，缺乏计划性与制度性。

　　通常广告宣传要紧扣企业发展的脉搏，由于广告属“易碎品”，如隔一段时间不投放，消费者就会淡忘，所以企业在欲投入时要先严格地规划短期效应、中期效应与远期效应，从而确定广告的宣传方式及资金的预算。在广告正式投入后，还要及时地做好市场反馈，以便掌握宣传力度，制定必要时的调整与应对措施。

　　宣传方式要体现为思维阔、创意新、手段活、内容精；宣传广告要做到意准、简洁、醒目、易懂、易记等方面。

　　障碍6：媒体利与弊的辩证

　　有这样一则事例：三百年老字号龙口粉丝因为当地一家小作坊掺假使假被中央电视台曝光后，在销售上一夜之间遭遇了前所未有的灾难，许多正规的生产厂家蒙受了不白之冤。不仅人人对龙口粉丝望而生畏，致使商这撤货，整个市场大幅下滑，而且更是损害了整个品牌的信誉。人们曾一度认为龙口粉丝都是掺假的不能吃了。

　　如果将此类现象引申到高尔夫行业中，亦会产生异曲同工的效果。笔者近日拜访了一位新闻界的朋友，据其讲，他最近到东莞市采访时就遇到，许多生产厂商闻之是媒体记者登门均避而远之，好几次都被拒之厂门之外。

　　述其原因，当然少不了企业自保意识强所致。虽然在我国高尔夫行业未曾有过象龙口粉丝般的“悲痛”，但媒体的形象已在企业家们的心中大打折扣，许多老板们对记者都心存猜疑，以为又是来曝光什么内幕的，所以都非常谨慎。那么我们反过来想想，假若当初新闻媒体在批评曝光的同时，客观、理性地报道行业的主流状况，或许龙口粉丝就会免于重灾了。

　　合抱之木生于毫末，百尺高台起于垒土。一个品牌的创建不仅是企业和企业家们的事，更是耗费了大量的社会资源。作为社会公器的媒体应深知责任的重大，珍惜企业人之不易，珍惜社会资源的宝贵，珍惜品牌成长之艰辛，笔下三思，理性地负起媒体应有的社会公责。

　　品牌建设是一项社会性的系统工程，创好我们高尔夫业一流的品牌就必须依靠我们的政府、社会团体、媒体及广大消费者的共同关注，拚弃那些消极观念，形成合力，为高尔夫品牌的建造作出自己的贡献！

CLUBS AND THE BALL
The United States Golf Association (USGA) reserves the right, at any time, to change the Rules relating to clubs and balls (see Appendices II and III) and make or change the interpretations relating to these Rules.

Rule 4. Clubs
A player in doubt as to the conformity of a club should consult the USGA.
A manufacturer should submit to the USGA a sample of a club to be manufactured for a ruling as to whether the club conforms with the Rules. The sample becomes the property of the USGA for reference purposes. If a manufacturer fails to submit a sample or, having submitted a sample, fails to await a ruling before manufacturing and/or marketing the club, the manufacturer assumes the risk of a ruling that the club does not conform with the Rules.

Definitions
All defined terms are in italics and are listed alphabetically in the Definitions section — see pages 5-18.

4-1. Form and Make of Clubs
a. General
The player’s clubs must conform with this Rule and the provisions, specifications and interpretations set forth in Appendix II.
Note: The Committee may require, in the conditions of a competition (Rule 33-1), that any driver the player carries must have a clubhead, identified by model and loft, that is named on the current List of Conforming Driver Heads issued by the USGA.

b. Wear and Alteration
A club that conforms with the Rules when new is deemed to conform after wear through normal use. Any part of a club that has been purposely altered is regarded as new and must, in its altered state, conform with the Rules.

4-2. Playing Characteristics Changed and Foreign Material
a. Playing Characteristics Changed
During a stipulated round, the playing characteristics of a club must not be purposely changed by adjustment or by any other means.

b. Foreign Material
Foreign material must not be applied to the club face for the purpose of influencing the movement of the ball.

*PENALTY FOR CARRYING, BUT NOT MAKING STROKE WITH, CLUB OR CLUBS IN BREACH OF RULE 4-1 or 4-2:
Match play — At the conclusion of the hole at which the breach is discovered, the state of the match is adjusted by deducting one hole for each hole at which a breach occurred; maximum deduction per round — Two holes.
Stroke play — Two strokes for each hole at which any breach occurred; maximum penalty per round — Four strokes.
Match or stroke play — In the event of a breach between the play of two holes, the penalty applies to the next hole.
Bogey and par competitions — See Note 1 to Rule 32-1a.
Stableford competitions — See Note 1 to Rule 32-1b.
*Any club or clubs carried in breach of Rule 4-1 or 4-2 must be declared out of play by the player to his opponent in match play or his marker or a fellow-competitor in stroke play immediately upon discovery that a breach has occurred. If the player fails to do so, he is disqualified.

PENALTY FOR MAKING STROKE WITH CLUB IN BREACH OF RULE 4-1 or 4-2: Disqualification.

4-3. Damaged Clubs: Repair and Replacement
a. Damage in Normal Course of Play
If, during a stipulated round, a player’s club is damaged in the normal course of play, he may:
(i) use the club in its damaged state for the remainder of the stipulated round; or
(ii) without unduly delaying play, repair it or have it repaired; or
(iii) as an additional option available only if the club is unfit for play, replace the damaged club with any club. The replacement of a club must not unduly delay play and must not be made by borrowing any club selected for play by any other person playing on the course.

PENALTY FOR BREACH OF RULE 4-3a:
See Penalty Statements for Rule 4-4a or b and Rule 4-4c.

Note: A club is unfit for play if it is substantially damaged, e.g., the shaft is dented, significantly bent or broken into pieces; the clubhead becomes loose, detached or significantly deformed; or the grip becomes loose. A club is not unfit for play solely because the club’s lie or loft has been altered, or the clubhead is scratched.

b. Damage Other Than in Normal Course of Play
If, during a stipulated round, a player’s club is damaged other than in the normal course of play rendering it non-conforming or changing its playing characteristics, the club must not subsequently be used or replaced during the round.

c. Damage Prior to Round
A player may use a club damaged prior to a round, provided the club, in its damaged state, conforms with the Rules.
Damage to a club that occurred prior to a round may be repaired during the round, provided the playing characteristics are not changed and play is not unduly delayed.

PENALTY FOR BREACH OF RULE 4-3b or c: Disqualification.

(Undue delay — see Rule 6-7.)

4-4. Maximum of 14 Clubs
a. Selection and Addition of Clubs
The player must not start a stipulated round with more than 14 clubs. He is limited to the clubs thus selected for that round, except that if he started with fewer than 14 clubs, he may add any number, provided his total number does not exceed 14.
The addition of a club or clubs must not unduly delay play(Rule 6-7) and the player must not add or borrow any club selected for play by any other person playing on the course.

b. Partners May Share Clubs
Partners may share clubs, provided that the total number of clubs carried by the partners so sharing does not exceed 14.

PENALTY FOR BREACH OF RULE 4-4a or b, REGARDLESS OF NUMBER OF EXCESS CLUBS CARRIED:
Match play — At the conclusion of the hole at which the breach is discovered, the state of the match is adjusted by deducting one hole for each hole at which a breach occurred; maximum deduction per round: Two holes.
Stroke play — Two strokes for each hole at which any breach occurred; maximum penalty per round: Four strokes.
Bogey and par competitions — See Note 1 to Rule 32-1a.
Stableford competitions — See Note 1 to Rule 32-1b.

c. Excess Club Declared Out of Play
Any club or clubs carried or used in breach of Rule 4-3a(iii) or Rule 4-4 must be declared out of play by the player to his opponent in match play or his marker or a fellow-competitor in stroke play immediately upon discovery that a breach has occurred. The player must not use the club or clubs for the remainder of the stipulated round.

PENALTY FOR BREACH OF RULE 4-4c: Disqualification.

Rule 3. Stroke Play

Definitions
All defined terms are in italics and are listed alphabetically in the Definitions section — see pages 5-18.

3-1. General; Winner
A stroke-play competition consists of competitors completing each hole of a stipulated round or rounds and, for each round, returning a score card on which there is a gross score for each hole. Each competitor is playing against every other competitor in the competition.
The competitor who plays the stipulated round or rounds in the fewest strokes is the winner.
In a handicap competition, the competitor with the lowest net score for the stipulated round or rounds is the winner.

3-2. Failure to Hole Out
If a competitor fails to hole out at any hole and does not correct his mistake before he makes a stroke on the next teeing ground or, in the case of the last hole of the round, before he leaves the putting green, he is disqualified.

3-3. Doubt as to Procedure
a. Procedure
In stroke play, if a competitor is doubtful of his rights or the correct procedure during the play of a hole, he may, without penalty, complete the hole with two balls.
After the doubtful situation has arisen and before taking further action, the competitor must announce to his marker or a fellow-competitor that he intends to play two balls and which ball he wishes to count if the Rules permit.
The competitor must report the facts of the situation to the Committee before returning his score card. If he fails to do so, he is disqualified.

Note: If the competitor takes further action before dealing with the doubtful situation, Rule 3-3 is not applicable. The score with the original ball counts or, if the original ball is not one of the balls being played, the score with the first ball put into play counts, even if the Rules do not allow the procedure adopted for that ball. However, the competitor incurs no penalty for having played a second ball, and any penalty strokes incurred solely by playing that ball do not count in his score.

b. Determination of Score for Hole
(i) If the ball that the competitor selected in advance to count has been played in accordance with the Rules, the score with that ball is the competitor’s score for the hole. Otherwise, the score with the other ball counts if the Rules allow the procedure adopted for that ball.
(ii) If the competitor fails to announce in advance his decision to complete the hole with two balls, or which ball he wishes to count, the score with the original ball counts, provided it has been played in accordance with the Rules. If the original ball is not one of the balls being played, the first ball put into play counts, provided it has been played in accordance with the Rules. Otherwise, the score with the other ball counts if the Rules allow the procedure adopted for that ball.

Note 1: If a competitor plays a second ball under Rule 3-3, the strokes made after this Rule has been invoked with the ball ruled not to count and penalty strokes incurred solely by playing that ball are disregarded.
Note 2: A second ball played under Rule 3-3 is not a provisional ball under Rule 27-2.

3-4. Refusal to Comply with a Rule
If a competitor refuses to comply with a Rule affecting the rights of another competitor, he is disqualified.

3-5. General Penalty
The penalty for a breach of a Rule in stroke play is two strokes except when otherwise provided.

Rule 2. Match Play

Definitions
All defined terms are in italics and are listed alphabetically in the Definitions section — see pages 5-18.

2-1. General
A match consists of one side playing against another over a stipulated round unless otherwise decreed by the Committee.
In match play the game is played by holes.
Except as otherwise provided in the Rules, a hole is won by the side that holes its ball in the fewer strokes. In a handicap match, the lower net score wins the hole.
The state of the match is expressed by the terms: so many “holes up” or “all square,” and so many “to play.”
A side is “dormie” when it is as many holes up as there are holes remaining to be played.

2-2. Halved Hole
A hole is halved if each side holes out in the same number of strokes.
When a player has holed out and his opponent has been left with a stroke for the half, if the player subsequently incurs a penalty, the hole is halved.

2-3. Winner of Match
A match is won when one side leads by a number of holes greater than the number remaining to be played.
If there is a tie, the Committee may extend the stipulated round by as many holes as are required for a match to be won.

2-4. Concession of Match, Hole or Next Stroke
A player may concede a match at any time prior to the start or conclusion of that match.
A player may concede a hole at any time prior to the start or conclusion of that hole.
A player may concede his opponent’s next stroke at any time, provided the opponent’s ball is at rest. The opponent is considered to have holed out with his next stroke, and the ball may be removed by either side.
A concession may not be declined or withdrawn.(Ball overhanging hole — see Rule 16-2.)

2-5. Doubt as to Procedure; Disputes and Claims
In match play, if a doubt or dispute arises between the players, a player may make a claim. If no duly authorized representative of the Committee is available within a reasonable time, the players must continue the match without delay. The Committee may consider a claim only if the player making the claim notifies his opponent (i) that he is making a claim, (ii) of the facts of the situation and (iii) that he wants a ruling. The claim must be made before any player in the match plays from the next teeing ground or, in the case of the last hole of the match, before all players in
the match leave the putting green.
A later claim may not be considered by the Committee, unless it is based on facts previously unknown to the player making the claim and he had been given wrong information (Rules 6-2a and 9) by an opponent.
Once the result of the match has been officially announced, a later claim may not be considered by the Committee, unless it is satisfied that the opponent knew he was giving wrong information.

2-6. General Penalty
The penalty for a breach of a Rule in match play is loss of hole except when otherwise provided.

Rule 1. The Game

Definitions
All defined terms are in italics and are listed alphabetically in the Definitions section — see pages 5-18.

1-1. General
The Game of Golf consists of playing a ball with a club from the teeing ground into the hole by a stroke or successive strokes in accordance with the Rules.

1-2. Exerting Influence on Ball
A player or caddie must not take any action to influence the position or the movement of a ball except in accordance with the Rules.
(Removal of loose impediment — see Rule 23-1.)
(Removal of movable obstruction — see Rule 24-1.)

*PENALTY FOR BREACH OF RULE 1-2:
match play — Loss of hole; Stroke play — Two strokes.
*In the case of a serious breach of Rule 1-2, the Committee may impose a penalty of disqualification.

Note: A player is deemed to have committed a serious breach of Rule 1-2 if the Committee considers that his act of influencing the position or movement of the ball has allowed him or another player to gain a significant advantage or has placed another player, other than his partner, at a significant disadvantage.

1-3. Agreement to Waive Rules
Players must not agree to exclude the operation of any Rule or to waive any penalty incurred.

PENALTY FOR BREACH OF RULE 1-3:
match play — Disqualification of both sides;
Stroke play — Disqualification of competitors concerned.
(Agreeing to play out of turn in stroke play — see Rule 10-2c.)

1-4. Points Not Covered by Rules
If any point in dispute is not covered by the Rules, the decision should be made in accordance with equity.

Tee
A “tee” is a device designed to raise the ball off the ground. It must not be longer than 4 inches (101.6 mm), and it must not be designed or manufactured in such a way that it could indicate the line of play or influence the movement of the ball.

Teeing Ground
The “teeing ground” is the starting place for the hole to be played. It is a rectangular area two club-lengths in depth, the front and the sides of which are defined by the outside limits of two tee-markers. A ball is outside the teeing ground when all of it lies outside the teeing ground.

Three-Ball
See “Forms of Match Play.”

Threesome
See “Forms of Match Play.”

Through the Green
“Through the green” is the whole area of the course except:
a. The teeing ground and putting green of the hole being played; and
b. All hazards on the course.

Water Hazard
A “water hazard” is any sea, lake, pond, river, ditch, surface drainage ditch or other open water course (whether or not containing water) and anything of a similar nature on the course. All ground and water within the margin of a water hazard are part of the water hazard.

When the margin of a water hazard is defined by stakes, the stakes are inside the water hazard, and the margin of the hazard is defined by the nearest outside points of the stakes at ground level. When both stakes and lines are used to indicate a water hazard, the stakes identify the hazard and the lines define the hazard margin. When the margin of a water hazard is defined by a line on the ground, the line itself is in the water hazard. The margin of a water hazard extends vertically upwards and downwards.

A ball is in a water hazard when it lies in or any part of it touches the water hazard.

Stakes used to define the margin of or identify a water hazard are obstructions.

Note 1: Stakes or lines used to define the margin of or identify a water hazard must be yellow.

Note 2: The Committee may make a Local Rule prohibiting play from an environmentally-sensitive area defined as a water hazard.

Wrong Ball
A “wrong ball” is any ball other than the player’s:
* ball in play;
* provisional ball; or
* second ball played under Rule 3-3 or Rule 20-7c in stroke play;

and includes:
* another player’s ball;
* an abandoned ball; and
* the player’s original ball when it is no longer in play.

Note: Ball in play includes a ball substituted for the ball in play, whether or not the substitution is permitted.

Wrong Putting Green
A “wrong putting green” is any putting green other than that of the hole being played. Unless otherwise prescribed by the Committee, this term includes a practice putting green or pitching green on the course.