CH_Mkt301_Assignment3 - Stephen Perry Assessment#3 www.geico.com Marketing Mix 1 Product By driving down its business costs Geico has been able to sell

Stephen Perry Assessment #3 www.geico.com Marketing Mix 1) Product By driving down its business costs, Geico has been able to sell its low priced auto insurance to its customers since 1936. Geico insurance sales are not strictly from only auto insurance though, as the company offers its customer’s insurance products for their motorcycles, all-terrain vehicles (ATV's), boats, homes, apartments and mobile homes. Personal umbrella protection and life insurance are also available from Geico. Geico has also taken a special interest in providing for the U.S. Military since the company's founding in 1936. Geico provides discount programs and service options that offers the best options for U.S. troops at home and overseas during times of war and peace. 2) Price The second element of the marketing mix is determined by a variety of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. Founder Leo Goodwin went into