Case Study Chapter 1 for Marketing 12th Edition

Case Study Chapter 1 (Girl Scout Cookies)

-A good example of product decision is when the Girl Scouts made the decision to only sell certain varieties of the cookies and to focus more on the lineups that were purchased most often. -They made a place or distribution decision when they decided to use plastic packaging rather than cardboard in order to save money.

-In the example story in paragraph five, the little girls decorated their mom's car, and dress up as cookies themselves, which serves as a good representation of a promotion decision.

- A pricing decision was made when the organization decided to raise the cost of their cookies in an attempt to increase their sales.

I believe the Girl Scouts did an excellent job and succeed well in relationship marketing. All the guidelines which must be met in order to succeed, were. The girl scouts are friendly and polite when they greet the customers and question whether or not they would like to purchase cookies. The girls attend seminars which serve as “effective training programs”. Their moms, who accompany them on their sales expeditions serve as “employees with authority to make decisions and solve problems”. The girls themselves actually make the sales; however, should it be needed, the moms are on standby to help makes the big decisions that may be too overwhelming for the girls to make. And finally, the girls incorporate teamwork. Working together always leads to more success.

Yes. Learning more about marketing is a benefit for all who do, not only the girl scouts. Even if someone was not particularly successful in a marketing career, having that knowledge can benefit you in that you will know what to look for when you are making purchases in everyday life. You can examine the marketing of others and better make the decision for yourself as to whether or not you should “exchange” with them.