The customers of Build-A-Bear Workshop are preteens from all over the world. The customers demonstrate a social need and the need to learn. In fulfilling a social need, this company offers entertainment to its customers and it also allows them to learn to follow instructions and how to assemble a bear. Everyone needs to be entertained, without fun our world will be a place filled with miserable minds and corruption. Being entertained helps children to have a more cheerful spirit and learning helps them to feel successful and to grow. The customers need to be entertained but wants to have fun with and create an experience with the people at build-a-bear workshop. In addition, they need to learn, but want to learn how to build a bear. They
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In completing each and every one of these tasks, it helps to create a unique experience and special memory for the child. Not only does the child get something out of this transaction, but the company also gains. In return for giving the customer a unique friend, experience and memory, the company gets increased revenue, increased customer base and increases its standing as far as competition with other companies.
3. Which of the five marketing management concepts best describes Build-A-Bear Workshop? Explain
The marketing concept within the marketing management concepts is the one that best describes Build-A-Bear. The marketing concept, which is the “marketing management philosophy which holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors. It best describes the Build-A-Bear Workshop because they are focused on the needs of their customers and by creating and building relationships with their customer base. Maxine asserts that personalization is emerging because it lets customers be creative and express themselves. It provides far more value for the customer than they receive mass-produced products. She explained it as empowerment –it lets the customer do something in their control. The founder says “our concept is based on customization” and puts herself on the frontline and asks her customers to email her with ideas and concepts that