ounts for over 25 percent of all ice cream sold in stores.
             Both Ben & Jerry's ice cream and Haagen-Dazs distribute their ice cream in both scoops shops and retail stores, however they have very different marketing strategies. Haagen-Dazs accounts for 4.6 percent of the share of the ice cream market and Ben & Jerry's accounts for 3.5 percent of the market. Although these may seem like rather small percentages of the entire market, Haagen-Dazs controls over 50 percent of the super-premium ice cream market, and Ben & Jerry's
             another 25 percent. Haagen-Dazs and Ben & Jerry's generated sales in the amounts of $157.2 billion dollars and $120.4 billion dollars respectively in 1997.
             Ben & Jerry's is highly involved in social marketing. "Their promotional activities include their own Web site, factory tours, and festivals which include: the One World One Heart Festival, the Annual Scooperbowl, and Ben & Jerry's Newport Folk Festival".
             Ben & Jerry's does not often use traditional marketing techniques to advertise their business. Television, radio, and magazine ads are used sparingly. Ben & Jerry's is known for their extensive use of social and environmentally concerned marketing. Ben Cohen, one of the company's founders is responsible for many of Ben & Jerry's creative marketing efforts. Ben & Jerry's and Haagen-Dazs both use operant conditioning and shaping in an effort to entice consumers to purchase their products. They do this by providing coupons in the mail, and allowing consumers to try small samples in their scoop shops. Ben & Jerry's also sponsors free cone day every year. This is a day when consumers may enter their scoop shops and get a free cone of ice cream. Ben & Jerry's feel that having consumers taste their products is the best way to advertise. Therefore, it can be assumed that the marketing managers at Ben & Jerry's believe the reinforcement to purchase their ice cream is inhere!
             nt in its go...