'Build a Bear, Build a Memory\r'

'Universidad Latinoameri offera de Ciencia y Tecnologia San Jose, rib Rica Facultad de Ciencias Empresariales January, 2010 bilingual Business Administration Principles of Marketing Cesar Eduardo Gonzalez union Case Build-A- meet, Build-A-Memory Examples of mystifys, wants, and wants that Build-A-Bear clients evince, differentiating each of these concepts. What be the implications of each on Build-A-Bear comeions. Needs:\r\nUnderstanding deficiency as states of matte deprivation, non pissd by marketers alone basic split of the gentle makeup, we nooky swear that Build-A-Bear customers demonstrate the soul urgency of self-expression, au henceticity, creative pretending, empowerment, choice, item-by-itemity, freedom. They similarly demonstrate the underlying need that batch commit to entertain themselves. Wants: Although Build-A-Bear clients need to polish off a chance a way to self-express and entertain themselves, they want to â€Å" whole tone into a (â₠¬Â¦ genuine fantasy world nonionic around a child-friendly assembly line comprised of intelligibly labeled perish post”, where they can opt unstuffed animals from a bin, stuff them, include voice boxes, sew them, dress them, name them, and fifty-fifty receive a birth certificate for their macrocosm. This example is aligned with the cerebration that wants ar the form human needs take as shaped by culture and singular personality. Demands:\r\nGiving their wants and resources, Build-A-Bear customers demand specific reapings that agree up to the most valuable and satisfaction. Among the most relevant examples we can mention atomic number 18 both juvenileborn bloodline locations and accessories. â€Å"Mini-scooters, Hello Kitty assoils, mascot bears at professional edition venues, and sequined purses” argon too specific ideas that were see as customers? demands by the association. Implication of each (needs, wants, and demands) on Build-A- Bear actio ns Needs, wants and demands suck huge implications on Build-A-Bear actions.\r\n non only by walking where customers walk, periodic everyy checking its stores and assessing its customer service, entirely overly by employing a mess up of low-tech and naughty tech communication methods to interact with customers, Build-A-Bear demonstrates it is a truly customer-centric organization. This allows the comp any(prenominal)(prenominal) to touch their customers? needs, wants, and demands send awayed successful market offerings, orchestrating several(prenominal) products and operate to create brand experiences for customers. In detail, describe all facets of Build-A-Bear? product. What is existence exchanged in a Build-A-Bear transaction? In my opinion, Build-A-Bear? s product has two different facets. at that place is a main facet formed by the in concrete â€Å"experience of participating in the creation of alter entertainment” and in that location is as well a second facet formed by a tangible bear that â€Å"children clutch as they pull out the store”. The main facet begins when children step into a â€Å"cartoon land” and interact with the different stations of the â€Å"child-friendly assembly line”.\r\nThe second one, in turn, has the distinctive sign of being unlike any they an otherwise(prenominal) object Build-A-Bear customers have ever bought or receive, â€Å"they have a product that they have created”. Identifying these two facets helps us determine what is being exchanged in a Build-A-Bear transaction. Base on the idea that an exchange is the act of obtaining a desired object from someone by offering something in return, we can say that Build-A-Bear presents some(prenominal) an experience and a tangible object to fulfill its customers? needs, wants, and demands. In return, the company receives an average of 25$ per reinforced bear.\r\nHowever, it goes beyond simply attracting new customers and creating transactions. It truly innings and maintains wanted exchange relationships with its target audiences, retaining customers while growing their business. Which of the v market management concept best describes Build-A-Bear figure outshops? In my opinion, The Marketing Concept is the one that best describes Build-A-Bear workshops. By looking for innovative ways to interact with customers and victimisation both low-tech and advanced methods, Build-A-Bear? s demonstrate that knowing its customers? eeds, wants and demands and then delivering the desired satisfaction argon key activities within the organization. As stated before, Build-A-Bear is a truly customer-centric organization. Discuss in detail the lever that Build-A-Bear creates for its customers. Because customer-perceived value is the customer? s evaluation of the differences surrounded by all the benefits and all the costs of a merchandise offer relative to those competing offers, we go forth use the market offer of Vermont Teddy Bear Company to dis bod the value that Build-A-Bear creates for its customers.\r\nOn the one hand, Vermont Teddy Bear Company promotes its product as the only hand-made bear in America that is guaranteed for life. Thus, it is safe to assume that high quality is an important element of their market offer. On the other hand, Build-A-Bear value for customers comes non only from the tangible object, the bear, but also from â€Å"the experience of participating in the creation of personalized entertainment”, which led us to the following conclusion: Although bears ar final outcomes for both companies, Build-A-Bear is giving to a greater extent at a unhorse price.\r\nAnd that is why an average of 25$ for a customized product and for the experience of participating in the creation of personalized entertainment is perceived as a marketing offer that suffers more value to the customer compared with to the 50$ to snow$ that customers of Vermont Teddy Bear Company h ave to pay for a high quality bear. Is Build-A-Bear belike to be successful in continuing to come along customers relationships? why or why non? In my opinion, Build-A-Bear is indeed likely to be successful in continuing to build customers relationships. wherefore? Because behind the actions the company? is taking to: (i) further expand the Build-A-Bear experience beyond the retail stores using its new website, and (ii) entering into new markets by opening at least 350 stores in the US, 120 stores in Europe, and 300 stores in other parts of the world, are two underlying efforts: build a personal connection with customers, and at the selfsame(prenominal) time pick up is clients needs, wants, and demands. Universidad Latinoamericana de Ciencia y Tecnologia San Jose, Costa Rica Facultad de Ciencias Empresariales January, 2010 Bilingual Business Administration\r\nPrinciples of Marketing Cesar Eduardo Gonzalez My needs, wants and demands. As the title suggests, the purpose of thi s paper is to set forth my needs, wants, and demands. Because a common conceptual framework is very useable in every analysis, the first thing I? m going to do is refer to a brief definition of those footing. I will then explain what my needs are, dividing them into three categories: Physical needs, individual needs, and friendly needs but to make it lax for my readers. Right after, I will take a look at my wants. And I will finish with my demands. Common conceptual framework:\r\nThroughout this paper, I will understand needs as â€Å"states of matte up depravation” and stick to the idea that they are non â€Å"created by marketers” but â€Å"a basic part of the human make up”. Wants, in turn, will be toughened as â€Å"the form human needs take as they are shaped by culture and individual personality”. They will also be described in terms of objects that will remunerate them, focusing only on those objects I can`t afford. I will do this to disti nguish my wants from my demands. This means that I will understand demands as those wants that are actually backed by my purchasing power. My needs:\r\nLet? s produce with the physical ones. Definitively, fare and pissing are on the top of the list. As every human being, I need sustenance to provide my body with the aptitude it will use each day. I need also to provide it with water to hydrate it properly. simply there is a key point here. I? m provided referring to limited portions of food and water or let`s say those that are essential for the human body to work. Thus, a 5. 000-calories-per-day regimen seems either as a want or as a demand for average people but not as a need. perchance not behind but next to food and water I would put air and sunlight.\r\nDefinitively, those two are also among the essential physical needs every human has; and because I? m not the exception, I thought it was important to include them in my list of needs. I understand, though, that in the world not everyone is straight this need at a 100%-rate. Good examples of that can be found on the button by thinking of very air-polluted cities, such(prenominal) as Mexico DF, or thinking of those countries that receive little or no sunlight during several month every, such as Russia or Canada. only when let`s thank we are not in any of those groups and move forward.\r\nAfter food, water, air, and sunlight, I would put cloth and shelter. As I mentioned before, I am only unexclusive lecture around basic stuff. near examples could be a twosome of pants, shirts, and sweaters to protect me from the weather and to secrecy the cloth section. A small house or flat, in turn, will be sufficient to grasp the need of shelter. Thus, design cloth and luxury properties would be definitively in people? s wants or demand section, depending on his or her purchasing power. To finish with my physical-needs section, I would mention not only rest but movement and exercising.\r\nAs every human being, I need to safe hours every day to quietude and rest. I understand the number of hours needed set out from one person to another, but in my case, 7 to 8 hours work perfectly well. Movement and exercise are important needs too. And although it seems that there are a lot of people out there that are not really aware of that, for me, 4 to 6 hours of exercise per hebdomad also work for me. Looking now at my individual needs, I would say that freedom and independence along with creativity and self expression are among the top of this list.\r\nAs most human beings, I need to olfactory perception I can express my ideas and take my take in decisions without having someone else telling me what to do or how. Here, I am not talking about preparedness or other duties at work; I am talking about more difficult things, such as having someone telling you what to buy, sell, study, or work, where to live, with whom, or how. Sadly, if we look at political extremists, such as commun ist, not only in register but around us, we could find good examples of that. I consider that having the possibility of information new things is also an important need, and as such, I included in my list.\r\nHere I am not talking about schools or universities, because, in my opinion, those would be wants or needs depending on everyone`s purchasing power. I am talking about learning in general terms. Last but not least, I would include having fun in my individual-need list. I think this is important in people`s life, and for me is not the exception either. I understand of course that for some people more than for others, this could be tough. But even under the worst circumstances people should try. Now, I will proceed with my social needs.\r\nIn this kinsfolk I would include affection, sense of belonging and friendship. For me and for every person I know all of them are very important needs that must be somehow satisfied. I would add to this point that satisfying them is not a r eturn of quantity of friends or people sharing your thoughts and ideas but a matter of quality and how strong are the bounds that you can create with others. Right after I would add respect. For me, this element plays a key role; and just as others, I need to be treated with respect. Acceptance, communication and understanding are also social need.\r\nMy wants As everybody else, I have different wants. What elicit me the most about them is that, apparently, they have no limits; or at least, that seems to be the consensus among most of the economist, specially when they give a look at the principles of the economic problem. beginning with food, and thinking about it not only in terms of tangible products but also in terms of services that would satisfy my wants, I would say that (at least for weekdays) a varied, healthy, domestic menu of food delivered right to my mail service would be great would probably satisfy my wants.\r\nFor weekends in turn, I would say that gourmet rest aurants would also be on the list. In terms of cloth and shelter, my wants are also relatively elephantine and considered as a group, they are also unaffordable, at least at this point. I can cast down by mentioning some tailored suits, long-sleeve shirts and a couple of pair of Italian shoes that match them would also be included. I would also add several ties, made of silk could be included to finish with the globe outfit. Then, for a more casual look, I would by tens of Hollyster & Co. hirts. The reason why I want them is because they have a special fabric that makes it VERY belatedly to iron them, which safe me a lot of time. Some expensive, and durable black, beige, blue, and brown cotton pants, and jeans could be also on the list. This way I would leave Zara? s cloth behind, which is nice made to last just for a few months. Moving to the lark section, I would include special tennis for runners and several sport outfits. At this point Addidas or new offset will be on the top of the list. Why?\r\nAgain, is a matter of the perceived quality of fabrics, those brands (and of course others) have invested huge amounts of money to create high-tech cloth that regulate your internal temperature while you are performing any physical activity. Taking about shelter-related wants, I would put a 3 bedchamber flat with a nice view, pool, and a tennis court. I can be here in Costa Rica or anywhere else, for example, at Vancouver, Toronto, London, Amsterdam, Rotterdam, and so on At the end it will depend on where job opportunities are.\r\nBut now, a flat with this description will fit perfectly well with my wants because I would have a path for me and my girlfriend, a room to use as a private office/library, and finally a guest room for family spirit overseas. Talking about the possibility of learning new things, I want to start a keep down program in a European university, especially if it is located in the UK or in the Netherlands. Why? Because I really like those countries and their universities are class-conscious among the top of the list. I would also add more books to my wants list, and here I? talking about really expensive ones. And finally looking forward to satisfy my both social needs of communication and individual needs of creativity, I would definitively add a mack book air to my list of wants. The reason I choose this product is because it will give me not only the built-in camera and microphone that I use to call them through the network (because today to the highest degree every computer include this feature) but because it will give me the mobility and flexibility I need due to its light weight. Carrying my laptop at the airports win’t be a nightmare.\r\nAnd finally I will be more efficient at one of my hobbies, which is creating graphic material using Macromedia `s programs, because I will not have to cargo hold for my slow PC. My demands: Sticking here to the idea that demands are the type of need s backed to my purchasing power, I have to admit that my list of demands has been self-limited almost to the basics. This means I have voluntarily decrease my level of consumption because I am a point where the act savings became a essential step to achieve some of the goals I have set.\r\nFor example, I would definitively include access to sport facilities to sort out between 3 to 4 times per week (or even more in those weird cases that I have the time and the will) to my list of demands. A lycee membership, for example, could work perfectly well. Products and services that give me more useful time and increase my efficiency are also on my demand list. Here I`m talking about a Smartphone and the character & Data packages that are offered by the phone company, which gives me but what I? looking for: High-speed internet access, interconnected email accounts, access to overseas radio stations, maps, calendar, verbalise book, alarms, cameras, videos, the and so forth Even th ough it is absolutely not among my favorite demands, gas is also on this list. I understand that public transport represent an alternative. But sadly it is slow and time-consuming, so to my regret public transportation services do not work for me. I also demand ingredients to prepare easy-to-cook, home-style food.\r\nLet`s say, fruits, frozen vegetables, chicken breasts, meat, milk, cereal, bread, cheese, juice, etc. Thinking about my individual need of learning new things, I demand related products and services that help me to satisfy it. Among the products, books usually play a central role. When it comes about services, in turn, high-speed internet access and being enrolled in university studies are authoritative for me. To finish with my demand list, I would include my apartment, which is rented, and all the related public services. Water, light, land phone, is what I? m talking about here.\r\n'