Exam 2: Case Study Girl Scout Cookies

The Girl Scouts have been selling cookies for a century and have that "long-term,mutually rewarding relationship" with America's sweet tooth.So why have their sales been lagging in the last decade?

A marketing consultant hired by the Girl Scouts suggests they justify the smaller boxes of cookies as "portion control" packaging to combat obesity.Would this be in keeping with the Girl Scouts strategies of selling more cookies and its broader purpose of teaching scouts?

If we think of the Girl Scouts,a nonprofit organization,as a sales-oriented organization,what is its primary goal in selling cookies?

When Girl Scout councils shifted their focus onto better business approaches and skill development in selling their cookies,even enlisting consultants and hosting sales training seminars,which market philosophy would you say this represents first?

Which of the following is not one of the essential skills that the Girl Scout cookie program seeks to develop in scouts?

When the Girl Scouts of Nassau County,New York,enlisted the advice of professional sales trainer Jeff Goldberg,he emphasized __________ ,the same thing he tells adult sales forces when he teaches them.

By creating cookies geared toward specific markets,such as Dulce de Leche,the Girl Scouts tried to provide a good that people did not want.

Girl Scouts in Atlanta used demographics to identify residential areas with the right discretionary income to spend on cookies.This is an example of a market orientation.

Girl Scouts selling cookies doesn't teach real marketing because Girl Scout cookies aren't something people really need.

Girl Scout cookies are sold to benefit a not-for-profit.So,no marketing is really involved.