1. Explain with instances the needs, wants, and demands exhibited by Build-A-Bear customers, while distinguishing between these three elements. How does each of these aspects influence Build-A-Bear's operations?
R/: When we refer to 'need', we're talking about something that influences human behavior or is necessary for one's well-being. In children's context, it may involve an engaging and spontaneous activity. This need evolves into a want for a specific product or service that fulfills their satisfaction. In the scenario of Build-A-Bear, a customer can acquire a toy that not only satisfies the need for play but also caters to the want for something unique. Moreover, the demand encompasses a product that not just caters to a need but also offers additional value.
In a comprehensive manner, explain all aspects of Build-A-Bear's offering. What constitutes a tra
...nsaction with Build-A-Bear?
R/: The procedure starts at the "Choose Me" Station where clients pick out an unstuffed animal skin from a container. At the "Stuff Me" station, the selected animal is brought to life as the child operates a foot pedal that injects the desired amount of "fluff". The "Hear Me" station allows customers to add or skip a voice box. Children get to stitch their chosen animal shut at the "Stitch Me" station, while the "Fluff Me" station provides an opportunity for a spa treatment for their toy. Various accessories can be found at the "Dress Me" station, and finally, in "Name Me" station, a birth certificate bearing the child-chosen name is generated.
3. Which marketing management concept out of the five is best exemplified by Build-A-Bear Workshop? R/: Amongst the five marketing management concepts, the Societal Marketing concept is the most ap
description for Build-A-Bear's work. This concept suggests that a marketing strategy should provide value to customers while enhancing or maintaining the welfare of both the consumers and the society. For instance, in this case, customer significance is highly regarded in the company and their inputs greatly contribute to enhancing and boosting productivity at the Workshop. The communication facilitated through the internet has also reinforced the relationship between the company and its customers. Moreover, it's crucial to mention that Build-A-Bear places considerable emphasis on children's inputs towards the company as their ideas can result in a superior market product and draw customer interest.
4. Elaborate on the type of value that Build-A-Bear brings to its customers. R/: Build-a-Bear was not simply created as a traditional teddy bear retailer, but rather as a platform providing the special opportunity for customers to customize and construct their own toys. This interactive process engages all family members, with parents also participating in customizing the toy alongside their children. Thus, it's not just about selling an item; it's about offering an unforgettable and pleasant experience for all participants.
5. Is there a high possibility for Build-A-Bear to sustain its customer relations effectively? Justify your response. R/: Since the establishment of Build-A-Bear, the fundamental principle has been more about offering an engaging and immersive experience rather than merely trading a commodity. The company's founder, Maxine Clark, decided strategically to remain in constant contact with her customers, asking for their opinions on manufacturing processes, soliciting suggestions for enhancements, and ensuring they are satisfied throughout their journey. Such continuous involvement causes customers to feel like they belong to the organization rather than just being buyers. By
enabling customers to be part of the manufacturing process, the company succeeds in creating solid bonds with them.
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