Discussion Question
• From the first e-Activity, examine the wheel of retailing and how it applies to Build-A-Bear experience. Determine the manner in which you would apply it to the Build-A-Bear retail store in order to address the company's marketing strategy and address what other areas of the retail marketing mix you could use to increase customer satisfaction and higher sales.
• From the case study, propose key methods for using technology to evolve the store-based strategy mix in order to reach out to your customers and potential customers in China.