Question 1

If we think of the Girl Scouts,a nonprofit organization,as a sales-oriented organization,what is its primary goal in selling cookies?&#10;A) Still the same as any business, to make a profit.&#10;B) Profits are secondary. The real goal is to teach business skills to Girl Scouts.&#10;C) The goal of teaching Girl Scouts how to make money and making money are one in the same.&#10;D) Building teams is the primary goal because troops are, after all, teams.&#10;E) Empowering girls.

Accepted Answer

The Girl Scout councils fund two-thirds of their budgets with cookie sales and seek to maximize their profits.The primary goal of a sales-oriented organization is to achieve profitability.

Question 2

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

Accepted Answer

Cookie sales have a broader purpose in teaching girls valuable lessons in marketing and career training.That said,between one-fourth and one-third of the entire civilian workforce in the United States performs marketing activities.

Question 3

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

Accepted Answer

The desired outcome of marketing is an exchange.The cookies are sold for money that results in a profit,not a donation.

Question 4

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.

A) market orientation
B) professionalism
C) brand focus
D) goal setting
E) all of the above

Accepted Answer

Says Goldberg,"Goal setting,which was the first thing we covered,is the first thing I cover with any group of sales people."

Question 5

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.

Accepted Answer

The Girl Scouts were actually trying to achieve one of the five conditions for marketing to take place,creating "something that might be of value to the other party."

Question 6

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?

A) production orientation
B) sales orientation
C) market orientation
D) social marketing orientation
E) product-sales orientation

Accepted Answer

A sales orientation is based on the ideas that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.

Question 7

The Girl Scouts have been selling cookies for a century and have that &#34;long-term,mutually rewarding relationship&#34; with America's sweet tooth.So why have their sales been lagging in the last decade?&#10;A) Girl Scout cookies are too expensive.&#10;B) The Great Recession is entirely to blame.&#10;C) People don't like the new flavors.&#10;D) Not enough Girl Scouts equals not enough &#34;sales representatives.&#34;&#10;E) none of the above

Accepted Answer

The economic downturn is not the primary cause.Indeed,the case does not provide any details.

Question 8

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.

Accepted Answer

The use of demographics to identify potential customers and their willingness to spend on a specific product (cookies) is an example of market orientation, where the organization focuses on the needs and wants of the target market to develop and deliver products that meet their demands.

Question 9

Which of the following is not one of the essential skills that the Girl Scout cookie program seeks to develop in scouts?&#10;A) decision making&#10;B) business ethics&#10;C) goal setting&#10;D) people skills&#10;E) none of the above

Accepted Answer

The Girl Scouts specify five essential life skills that the cookie program focuses on developing-goal setting,decision making,money management,people skills,and business ethics.

Question 10

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?

A) Yes, it is a perfect example of the merit of a societal marketing orientation.
B) No, this would not be good business ethics.
C) Yes, there is both a social and an economic justification that benefits the customer and the seller alike.
D) Yes, this is a good way of delivering what people don't know they want.
E) No, the smaller packages only have the purpose of saving on cutting production costs.

Accepted Answer

The Girl Scouts have a broader purpose of teaching business ethics and to justify a cost-cutting practice like this would be unethical.

Deck 2: Case Study Girl Scout Cookies