Marketing is defined as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (Kerin, Hartley, Berkowitz, & Rudelius, 2006) Kudler is interested in expanding its service offering to add a catering service in addition to the in-store parties. Kudler has many opportunities for this new service and if done correctly a proper marketing mix. “The marketing mix is the manager’s controllable factors. They are the product, price, promotion and place that can be used to solve a marketing problem. “(Kerin, Hartley, Berkowitz, & Rudelius, 2006). Kudler needs to develop the proper marketing mix in order to undergo the least amount of risk in this new business venture.

According to previous marketing surveys taken by Kudler in 2006 and 2007, most of the functions of the store are rated at agree and higher. There are a few things that need to be worked on. One also has to understand that you cannot satisfy every customer. This shows that the reporter that documented the results was honest because some negative responses to questions exist. One should evaluate 2006 surveys first then one can see if there has been any improvement in the areas that need improvement. In 2006, if more than 50 % of the clientele voted positively that will be considered a positive response. Therefore, the store hours, atmosphere, selection of products, merchandise displays, customer satisfaction with the product , customer service reps were courteous and knowledgeable and the customer was overall satisfied with the store in the 2006 survey. The only area of improvement is the merchandise sold was not a good value for the money. In the 2007 survey there was an overall increase in responses and the values for all fields were positive except for