Week 3

Topic: Creating and Capturing Customer Value
Date: 10/6/2009
Time: 6:30-9:20pm
Classroom: TR-510
Agenda:
6:00-6:30pm Early bird session
Each team may hold 30 minutes of group discussion on example cases, including the Company Case "Build-A-Bear". Team shall summarize the answers to those questions for discussion.

6:30-8:20pm Lecture

Topic:

Understand customer value and capture customer value profitably.

(PPT is downloadable at http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Week%5E_03%5E520091006%5E6.pptx)

Questions

1. How to definite customer value?

2. How to capture customer value?

Case 1: Harley Davidson, H.O.G

Questions:

1. What type of customers does Harley Davidson target?

2. How does Harley Davidson retain it's customers?

3. What are the values that Harley Davidson has created for it's customers?

4. How do you think Harley Davidson's H.O.G? Cons and Pros.

Standby Case 2: iRobot, MyRoomBud

lecture notes can be downloaded at:
http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Chapter%5E_01%5E520091002%5E6.ppt

8:10-9:20pm Company Case Discussion
Company Case: Build-A-Bear, Build-A-Memory
case and questions for discussion can be downloaded at:
http://cid-89ef3723af7faba3.skydrive.live.com/self.aspx/.Public/Marketing%20in%20Action-NTUST%20MBA/Company%20Case%5E_Build-A-Bear.pdf
videos of case reference can be viewed on Youtube

http://www.youtube.com/watch?v=rWZJWzfVnbc&feature=related

http://www.youtube.com/watch?v=qAUZHVEsriY&NR=1

and many more. Please do some homework yourselves.

Folks, sorry about the late notice of class re-scheduling. Steve and I are currently fully loaded with new projects, thought we're happy to share ideas with you guys in Marketing. Please accept our sincere apologies for any inconvenience caused.

Hope you all have a great time on Moon Festival Holiday.