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Girl Scout Case Study

In: Business and Management

Submitted By gruiz314
Words 454
Pages 2
1. Can you identify examples of decisions about each part of the marketing mix (product, place, promotion, and pricing) that are being made in the cookie program?
Product:
The principal product sell for Girl Scout is different kinds of cookies that will satisfy different customers, such as, the Dulce de Leche oriented to Hispanic markets or a “diabetic friendly’ sugar-free chocolate chip variety.
Girl Scout top six selling cookies are:
Thin Mints
Do-si-dos
Trefoils
Samoas
Lemon Chalet Cremes, and
Tagalongs
Place:
The program encourages Girl Scouts to get creative in their sales tactics, they target customers who go to their local supermarkets and residential areas to sell cookies at.

Promotion:
Girl Scout program is not just about to maximize profits, all cookie income is distributed at a local level to help fund field trips, camp fees, and providing financial aid for them. Selling every box impact girls do amazing things in their communities.
Pricing:
Girl Scout troops will be selling cookie boxes for four dollars a piece, up from the $3.50 price tag mandated in 2006.

2. How well do you think the Girl Scouts succeed in relationship marketing? Examine the different factors on which relationship marketing depends.
The Girl Scouts’ relationships with their customers are very impressive. They have strategies to help reinforce the broader purposes of the cookie program, such a teaching girls valuable lessons in marketing and career training. The Girl Scouts specify five essential life skills that the cooke program focuses on developing – goal setting, decision making, money management, people skills, and business ethics. Other important sales strategies that they learn are: brainstorming methods and places for selling; self-presentation cues like smiling, being polite, and thanking customers (even if they don’t buy anything); and turning

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