Build a Bear, Build a Memory

Universidad Latinoameri after parta de Ciencia y Tecnologia San Jose, Costa Rica Facultad de Ciencias Empresariales January, 2010 Bilingual tune Administration Principles of market Cesar Eduardo Gonzalez Company representative Build-A-Bear, Build-A-Memory Examples of enquires, wants, and demands that Build-A-Bear customers demonstrate, differentiating each of these concepts. What be the implications of each on Build-A-Bear actions. NeedsUnderstanding contracts as states of felt deprivation, non created by marketers that basic parts of the human rack upup, we can say that Build-A-Bear customers demonstrate the individual subscribe to of egotism-expression, authenticity, creativity, empowerment, choice, individuality, freedom. They alike demonstrate the to a lower placelying need that people have to entertain themselves. Wants Although Build-A-Bear clients need to find a way to self-express and entertain themselves, they want to step into a ( genuine fantasy world organize d somewhat a child-friendly assembly line comprised of clearly labeled lend stations, whither they can choose unstuffed animals from a bin, stuff them, hold voice boxes, stitch them, dress them, name them, and nonetheless receive a present certificate for their construct. This example is aligned with the idea that wants atomic number 18 the form human needs command as shaped by culture and individual personality. DemandsGiving their wants and resources, Build-A-Bear customers demand specific products that add up to the just intimately valuable and satisfaction. Among the nigh relevant examples we can summon are two new store locations and findories. Mini-scooters, how-do-you-do Kitty bears, mascot bears at professional sport venues, and sequined purses are in addition specific ideas that were interpreted as customers? demands by the company. Implication of each (needs, wants, and demands) on Build-A- Bear actions Needs, wants and demands have huge implications on Bu ild-A-Bear actions.Not all by walking where customers walk, periodically checking its stores and assessing its customer service, but also by employing a mix of low-tech and high tech converse methods to interact with customers, Build-A-Bear demonstrates it is a truly customer-centric organization. This allows the company to fulfill their customers? needs, wants, and demands through fortunate market gos, orchestrating several products and services to create brand make loves for customers. In detail, describe all facets of Build-A-Bear? product. What is being transfer in a Build-A-Bear transaction? In my opinion, Build-A-Bear? s product has two different facets. There is a main facet formed by the in manifest experience of participating in the creation of individualize entertainment and there is also a second facet formed by a tangible bear that children clutch as they leave the store. The main facet begins when children step into a sketch land and interact with the different s tations of the child-friendly assembly line.The second cardinal, in turn, has the distinctive singularity of being unlike any they different object Build-A-Bear customers have ever bought or receive, they have a product that they have created. Identifying these two facets abets us determine what is being alterd in a Build-A-Bear transaction. tight on the idea that an exchange is the act of obtaining a desired object from someone by proposeing something in return, we can say that Build-A-Bear presents both an experience and a tangible object to fulfill its customers? needs, wants, and demands. In return, the company receives an average of 25$ per built bear.However, it goes beyond simply attracting new customers and creating transactions. It truly builds and maintains desirable exchange relationships with its target audiences, retaining customers while growing their business. Which of the five marketing management concept best describes Build-A-Bear workshops? In my opinion, T he Marketing Concept is the one that best describes Build-A-Bear workshops. By looking for innovative ways to interact with customers and using both low-tech and high-tech methods, Build-A-Bear? s demonstrate that knowing its customers? eeds, wants and demands and then delivering the desired satisfaction are backbone activities within the organization. As stated before, Build-A-Bear is a truly customer-centric organization. Discuss in detail the rate that Build-A-Bear creates for its customers. Beca part customer-perceived harbor is the customer? s evaluation of the differences between all the benefits and all the costs of a marketing project relative to those competing offers, we provide use the marketing offer of Vermont Teddy Bear Company to discuss the value that Build-A-Bear creates for its customers.On the one hand, Vermont Teddy Bear Company promotes its product as the just hand-make bear in America that is guaranteed for life. Thus, it is safe to assume that high case is an Copernican fragment of their market offer. On the other hand, Build-A-Bear value for customers comes not only from the tangible object, the bear, but also from the experience of participating in the creation of personalized entertainment, which led us to the following conclusion Although bears are final outcomes for both companies, Build-A-Bear is grownup more at a lower price.And 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 gives more value to the customer compared with to the 50$ to 100$ that customers of Vermont Teddy Bear Company have to cede for a high quality bear. Is Build-A-Bear likely to be successful in chronic to build customers relationships? why or why not? In my opinion, Build-A-Bear is indeed likely to be successful in continuing to build customers relationships. Why? Because behind the actions the company? is taking to (i) further expand the Build-A-Bear experience beyond the sell stores using its new website, and (ii) entering into new markets by opening at to the lowest degree 350 stores in the US, long hundred 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 same time understand is clients needs, wants, and demands. Universidad Latinoamericana de Ciencia y Tecnologia San Jose, Costa Rica Facultad de Ciencias Empresariales January, 2010 Bilingual Business AdministrationPrinciples of Marketing Cesar Eduardo Gonzalez My needs, wants and demands. As the title suggests, the purpose of this paper is to set forth my needs, wants, and demands. Because a general conceptual framework is precise useful in every analysis, the first thing I? m going to do is refer to a brief definition of those hurt. I volition then explicate what my needs are, dividing them into three categories Physical needs, individual need s, and social needs just to make it easy for my readers. flop after, I will take a look at my wants. And I will finish with my demands. special K conceptual frameworkThroughout this paper, I will understand needs as states of felt depravation and wedge to the idea that they are not created by marketers but a basic part of the human make up. Wants, in turn, will be treated as 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 converge them, focusing only on those objects I cant afford. I will do this to distinguish my wants from my demands. This mean that I will understand demands as those wants that are actually backed by my purchasing power. My needsLet? s start with the animal(prenominal) ones. Definitively, food and water are on the top of the list. As every human being, I need food to provide my body with the energy it will use each day. I need also to provide it with water to hydrat e it properly. But there is a key prognosticate here. I? m just referring to limited portions of food and water or lets say those that are inhering for the human body to work. Thus, a 5. 000-calories-per-day diet seems either as a want or as a demand for average people but not as a need. Maybe not behind but next to food and water I would put air and sunlight.Definitively, those two are also among the essential physical needs every human has and because I? m not the ejection, I thought it was important to include them in my list of needs. I understand, though, that in the world not everyone is self-colored this need at a 100%-rate. Good examples of that can be found just by thinking of really air-polluted cities, such as Mexico DF, or thinking of those countries that receive little or no sunlight during several month every, such as Russia or Canada. But lets give thanks we are not in any of those groups and move forward.After food, water, air, and sunlight, I would put fabric a nd shelter. As I mentioned before, I am just talking about basic stuff. Some examples could be a couple of pants, shirts, and sweaters to protect me from the weather and to cover the cloth section. A small house or flat, in turn, will be sufficient to cover 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 exercise.As every human being, I need to safe hours every day to sleep and rest. I understand the number of hours needed vary 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 week also work for me. tone 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.As most human beings, I need to feel I can express my ideas and take my own decisions without having someone else telling me what to do or how. Here, I am not talking about homework or other duties at work I am talking about more deep 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 communist, not only in history but around us, we could find good examples of that. I consider that having the possibility of learning new things is also an important need, and as such, I included in my list.Here I am not talking about schools or universities, because, in my opinion, those would be wants or needs depending on everyones 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 peoples 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.In this category 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 matter 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.My wants As everybody else, I have different wants. What interested 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, especially when they give a look at the principles of the economic problem. Starting 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, home-style menu of food delivered right to my office would be great would probably satisfy my wants.For weekends in turn, I would say that Gourmet restaurants would also be on the list. In terms of cloth and shelter, my wants are also relatively big and considered as a group, they are also unaffordable, at least at this point. I can start by mentioning some tailored suits, long-sleeve shirts and a couple of couple up 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 formal outfit. Then, for a more casual look, I would by tens of Hollyster & Co. hirts. The creator why I want them is because they have a specia l fabric that makes it VERY easy to compact 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 sport section, I would include special tennis for runners and several sport outfits. At this point Addidas or new balance will be on the top of the list. Why?Again, 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- cogitate wants, I would put a 3 bedroom 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, etc. At the end it will depend on where job opportunities are.But now, a fla t with this description will fit perfectly well with my wants because I would have a room for me and my girlfriend, a room to use as a private office/library, and finally a guest room for family living overseas. talking about the possibility of learning new things, I want to start a master platform 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 ranked among the top of the list. I would also add many passwords 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 Mac 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 internet (because today almost every computer include this feature) but because it will gi ve me the mobility and flexibility I need cod to its light weight. Carrying my laptop at the airports wont be a nightmare.And 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 wait for my slow PC. My demands Sticking here to the idea that demands are the casing of needs 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 decreased my level of consumption because I am a point where the act savings became a necessary step to achieve some of the goals I have set.For example, I would definitively include access to sport facilities to train 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 gym 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 Im talking about a Smartphone and the Voice & information packages that are offered by the phone company, which gives me exactly what I? looking for High-speed internet access, interconnected telecommunicate accounts, access to overseas radio stations, maps, calendar, address book, alarms, cameras, videos, the etc. Even though it is absolutely not among my positron emission tomography demands, gas is also on this list. I understand that public transport represent an alternative. But woefully 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.Lets say, fruits, frozen vegetables, chicken breasts, meat, milk, cereal, bread, cheese, juice, etc. mentation 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 crucial 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.