1) Needs are of felt deprivation. There are the basic physical needs which include food, clothing, warmth and safety, social needs for affection and to feel that you belong; and the individuals need for knowledge and expression. Examples of this at Build-A-Bear would be:
Entertainment- it is so much fun to pick out the bear and the whole process can take quite a while.
Individual choice- you get to make the bear who you want it to be
Self-expression- you can express yourself through how you build your bear
Demands are wants for specific products backed the ability to pay. Build-A-Bear helps customers put their ideas into practise. These ideas are demands of customers. These demands could include buying the accessories for the bears such as skateboards, sequined purses, or Mascot bears.
2) The items being exchanged in Build-A-bear are:
Option to build the bear
Picking out the bear
Stuffing the bear
Dressing the bears
The experience of waiting in line to stuff the bear
These can all be exchanged for:
The price of the bear
The cost of time standing in line
The cost of the accessories
3) The Marketing Concept best describes the Build-A-Bear because the workshop achieves its superior service to its customers by knowing and understanding what a customer wants. Maxine Clark puts customer ideas into practise and retains and grows customers. She takes every opportunity to interact with customers and never forgets what’s it’s like to be a customer
4) Build-A-Bear creates value for customers by giving benefits to the customer and making them feel important by fulfilling their needs, want, and demands. This gives the customer a more superior product than the mass produced product. This idea lets the customer be innovative and express themselves and overall gives the customer a fun experience.