Build a Bear, Build a Memory

Universidad Latinoameri faecal mattera de Ciencia y Tecnologia San Jose, Costa Rica Facultad de Ciencias Empresariales January, 2010 Bilingual Business disposition Principles of Marketing Cesar Eduardo Gonzalez Comp either Case Build-A-Bear, Build-A-Memory Examples of ineluctably, wants, and demands that Build-A-Bear customers testify, differentiating each of these concepts. What ar the implications of each on Build-A-Bear serviceman actionions. NeedsUnderstanding necessitate as states of felt deprivation, non named by marketers to a greater extent thanover basic parts of the gentle makeup, we can say that Build-A-Bear customers demonstrate the individual(a) quest of self- recipe, au and thenticity, creativity, empowerment, choice, individuality, freedom. They alike demonstrate the underlying adopt that peck absorb to remember themselves. Wants Although Build-A-Bear clients need to find a way to self-express and entertain themselves, they want to step into a ( genu ine fantasy world organize around a child-friendly assembly inventory comprised of clearly labe guide throw stations, where they can choose unstuffed animals from a bin, stuff them, complicate office boxes, stitch them, dress them, name them, and until now receive a ingest certificate for their creation. This example is aligned with the intellection that wants be the form human inescapably let as shaped by market-gardening and individual personality. DemandsGiving their wants and resources, Build-A-Bear customers demand specific products that add up to the most rich and satisfaction. Among the most relevant examples we can mention are both new prove store locations and accessories. Mini-scooters, Hello Kitty bears, mascot bears at professional childs play venues, and adorned purses are in like manner specific ideas that were interpreted as customers? demands by the company. moment of each (needs, wants, and demands) on Build-A- Bear actions Needs, wants and demands take aim huge implications on Build-A-Bear actions. non only by walking where customers walk, periodi bellyachey checking its stores and assessing its customer service, but as well as by employing a mix of low-tech and high tech conference 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 sure-fire market offerings, orchestrating several(prenominal) products and services to create brand experiences for customers. In detail, get all facets of Build-A-Bear? product. What is being interchange in a Build-A-Bear transaction? In my opinion, Build-A-Bear? s product has two different facets. There is a primary(prenominal) facet formed by the intangible experience of participating in the creation of change entertainment and in that location is in like manner a certify facet formed by a tangible bear that children comprehend as they leave the store. The main facet begins when children step into a cartoon sphere and interact with the different stations of the child-friendly assembly line.The second one, in turn, has the distinctive sign of being unlike any they other purpose Build-A-Bear customers cave in ever bought or receive, 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 soulfulness by offering any(prenominal)thing 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 duration growing their business. Which of the five marketing management concept best describes Build-A-Bear subjectshops? In my opinion, The Marketing Concept is the one that best describes Build-A-Bear workshops. By looking for innovational ways to interact with customers and using both low-tech and high-tech methods, Build-A-Bear? s demonstrate that liveing its customers? eeds, wants and demands and then delivering the desired satisfaction are hear activities within the organization. As stated before, Build-A-Bear is a truly customer-centric organization. Discuss in detail the value that Build-A-Bear creates for its customers. Because customer-perceived value is the customer? s evaluation of the differences in the midst of all the benefits and all the costs of a marketing offer intercourse to those competing offers, we depart use the marketing offer of Vermont Teddy Bear association to discuss the value that Build-A-Bear creates for its customers.On the one hand, Vermont Teddy Bear order promo tes its product as the only hand- do bear in America that is guaranteed for life. Thus, it is riskless to assume that high persona 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 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 bighearted more than at a lower price.And that is wherefore 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 phoner have to pay for a high quality bear. Is Build-A-Bear likely to be successful in continuing to build customers relationships? Why or why non? In my opinion, Build-A-Be ar is indeed likely to be successful in continuing to build customers relationships. Why? Because behind the actions the company? is taking to (i) make headway expand the Build-A-Bear experience beyond the retail stores using its new website, and (ii) entranceway into new markets by opening at least 350 stores in the US, cxx 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 similar 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 disposalPrinciples of Marketing Cesar Eduardo Gonzalez My needs, wants and demands. As the title suggests, the purpose of this paper is to set off my needs, wants, and demands. Because a common conceptual framework is very useful in any analysis, the first thing I? m going to do is refer to a brief definition of thos e terms. I will then explain what my needs are, dividing them into three categories Physical needs, individual needs, and social needs just to make it easy for my readers. Right after, I will take a look at my wants. And I will refining with my demands. jet conceptual frameworkThroughout this paper, I will understand needs as states of felt depravation and stick to the idea that they are non created by marketers but a basic part of the human make up. Wants, in turn, will be hardened 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 carry out them, focusing only on those objects I cant afford. I will do this to distinguish my wants from my demands. This content that I will understand demands as those wants that are actually approve by my acquire power. My needsLet? s start with the corporal ones. Definitively, food and water are on the top of the run. As every human being, I need food to proffer my trunk with the heartiness it will use each day. I need also to provide it with water to hydrate it properly. But there is a see stoppage here. I? m just referring to limited portions of food and water or lets say those that are essential 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 wad but non as a need. Maybe not behind but abutting to food and water I would put air and sunlight.Definitively, those two are also among the essential physiologic needs every human has and because I? m not the exception, I thought it was important to include them in my amount of needs. I understand, though, that in the world not everyone is satisfying 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 th ank we are not in any of those groups and move forward. after(prenominal) food, water, air, and sunlight, I would put fabric and shelter. As I mentioned before, I am just talk of the town about basic stuff. Some examples could be a couple of pants, shirts, and sweaters to protect me from the weather and to overlay the stuff section. A depressed house or flat, in turn, will be sufficient to cover the need of shelter. Thus, design cloth and luxury properties would be definitively in spate? s wants or demand section, depending on his or her purchasing power. To coat with my physical-needs section, I would mention not only rest but ordure and exercise.As every human being, I need to impregnable hours every day to sleep 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 utterly well. Movement and exercise are important needs too. And although it seems that there are a lot of people out there that are not rea lly aware of that, for me, 4 to 6 hours of exercise per workweek 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.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 governmental 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 knowledge 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 a m talking about accomplishment in commonplace 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 nifty 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 pair of Italian shoes that twain 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 unremarkable 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 easy 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. miserable 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-related wants, I would put a 3 sleeping accommodation 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 production line opportunities are.But 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 living overseas. Talking about the possibility of discipline new things, I want to start a master political 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 bedded among the top of the list. I would also add many 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 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 give me the mobility and flexibility I need ascribable 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 type 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 extend to 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 m ore 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 & Data packages that are offered by the phone company, which gives me exactly what I? looking for High-speed internet access, interconnected email accounts, access to overseas radio stations, maps, calendar, address book, alarms, cameras, videos, the etc. Even though it is absolutely not among my favorite demands, gas is also on this list. I understand that usual transport represent an alternative. But sadly it is slow and time-consuming, so to my rue public transportation services do not work for me. I also demand ingredients to prepare easy-to-cook, home-style food.Lets say, fruits, frigid vegetables, chicken breasts, meat, milk, cereal, bread, cheese, juice, etc. Thinking about my indi vidual 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, fast 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.