Graeter’s is synonymous with ice cream

1. What are the elements of Graeter’s marketing mix? Which are most likely to be affected by external forces in the marketing environment?


2. Graeter’s ice-cream line includes smoothies and sorbets. Do you think it should consider other brand extensions such as yogurt, low-fat ice cream, coffee drinks, or other related products. Why or why not?


3. How might Graeter’s capitalize on its valuable capacity for word-of-mouth promotion in expanding to new markets where, despite some national publicity like the Oprah Winfrey Show, its name is still not widely known?

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