1. Give examples of needs, wants, demands that Build-A-Bear customers demonstrate, differentiating each of these three concepts. What are the implications of each on Build-A-Bear’s action? Needs: Build-A-Bear customers are children, who have needs of belonging (joining the Build-A-Bear “club.”), affection (creating and caring for another being), self-expression (the ability to create a product that reflects elements of the self). Wants: In this case, children want a place where they can get a toy of their choice where they have freedom to make a toy like bear of their own choice by choosing, stuffing, stitching, and naming the toy (bear).
Demands: Build-A-Bear is offering different types of bears with different accessories and price starts from $10 and end up on $25. Customers can make their own bear that suits their money. Implications: Maxine Clark comes up with a creative idea of Build-A-Bear where children can experience a creation of a toy like bear. Clark emphasizes on the need of entertainment, self esteem, and belongingness and fulfills children’s wants of experience by making, customizing, and personalizing bear through many stages: choose me; stuff me; hear me; stitch me; fluff me; dress me; name me by the children. In this way, the company has brought a lot of entertainment and experience to children.
2. In detail, describe all facets of Build-A-Bear’s product. What is being exchanged in a Build-A-Bear transaction? The specifics of the tangible item: including the various options for the basic stuffed animal-the clothing, voice box, name, and birth certificate. The experience: including the ability to customize and personalize each part of the product. It also includes being a part of the creative process and coming away with an item that is a piece of the customer. The store ambience and even waiting in line are also part of the experience. Price of the bear as well as other cost factors given by the customer are being exchanged in a Build-A-Bear transaction.
3. Which of the five marketing management concepts best describes Build-A-Bear Workshop? The marketing concept. Maxine Clark has very clearly taken Build-A-Bear to high levels of financial success by knowing and understanding the needs and wants of the customers. The goals of
the organization are dependent upon that.
4. Discuss in detail the value that Build-A-Bear creates for its customers. Fulfilling needs and wants: It involves customers in all production actions, empowers them to choose design according to their wish, customize it and to create a toy. Self-experience: when a child buys a toy, he/ she has a need of entertainment and if he/ she buys a toy which is made by him/ her, it is a new experience, which gives him great self satisfaction and confidence.
5. Is Build-A-Bear likely to be successful in continuing to build customer relationships? Why or why not? Yes, because of Clark’s personal interaction with customers and utilization of both high and low tech communication. As long as she fulfills customer needs and wants, the company will continue to be successful.