In the cookie programme, all aspects of a marketing mix are being considered. Concerning the product, the Girl Scouts have reduced their cookies line up to six top selling varieties which account for a large percentage of sales of cookies in the past years. A demographic research done by a top seller in the metro-Atlanta region which identified the residential areas to be a good target market for cookie purchasing depicts the place aspect of the mix. Pricing was considered when the Girl Scouting troupes increased the selling price of cookies to $4 from the initial $3.50 to increase their profit margins. Though the Girl Scouts do not directly advertise their products, they are creative in their selling techniques, for example, some scouts changed their mother's SUV into a mobile sales stall with signs and decorations and dressed up in costumes to sell cookies in front of local supermarkets. This represents the promotional aspect of the marketing mix.
Relationship marketing involves a strong association with clients by providing them with information directly fitting their wants and interests and by promoting open communication. The Girl Scouts use relationship marketing by being polite to customers and providing them with information that they would want to know. They also try to get to know more about a customer for example their likes and dislikes. They then use the information acquired to lure the customer to buy their cookies. They are also relate jovially with customers and thank them even when they don’t buy anything; this creates a good relationship with customers and increases sales in one way.
Though selling the cookies might be challenging to some people, the experience and lessons learned are still important in life because it improves public relationship, it helps the individual have goals that will help him/her prosper in life; the experience also gives the participant a good foundation on how to handle business related activities.