Direction: This case study is prepared to practice how to apply what students have learned in this course to real marketing situations. By using this worksheet, students are able to figure out appropriate solution(s) for resolving one suggested marketing problem. It is suggested that given one specific goal of this case study, students need to read the following steps before composing one final written document. Submit an individual WORD or PDF answer file to the dropbox by due date and time. If they do not submit answer file, they will not achieve any participation scores. (10 points) Main Goal. Following is the figure which illustrates how the value (co-)creation driven by the consumers happens either in an interaction manner with the providers at the joint sphere or in an independent manner at the customer sphere. However, the value (co-)creation process is possible when marketers understand how consumers consume their acquired products with respect to four types of consumption decisions such as when to, where to, how to and how much to consume as mentioned in online textbook. Given this background, the goal of this case study is to figure out ways to increase consumption rate of any chosen product, service or retail store. Figure 1. The Value Creation Snhere (Gronroos and Voima 2013) Increasing Consumption Rate. As suggested by Gronroos and Voima (2013), this figure implies that consumers create the value-i.e., the value-in-use-independently at the customer sphere or co-create the value in an interaction mode with the help of provider at the joint sphere. This idea is contrary to the traditional idea that the providers are the owner of the entire value creation process, while the customers as the receiver is just the recipient of the value created by the providers. Practically speaking, consider who is the owner creating the value when consumers purchase and use or consume any products or services during the consumption period. For instance, when consumers use or consumer any acquired notebook computer, in fact, they are creating the value-in-use which is intended to meet their unmet needs via consumption behaviors. In this regard, marketers as the provider need to consider how to increase consumption rate of any acquired product while studying four types of consumption decisions such as when to consume, where to consume, how to consume, and how much to consume at the joint or customer sphere. Steps to Follow. It is recommended that students read the contents of each step and complete the missions for each step. - Step \#1: First of all, select one specific product, service or retail store and retrospect what students have been using any acquired product, service, or retail store in the past. For instance, if students choose one notebook computer, remember how they use it. - Step \#2: Read the attached academic paper written by Gronroos and Voima (2013) and make a short summary about their proposed model in Figure 1. - Step \#3: Remember how students have used the chosen product, service, or retail store in the past in terms of four types of consumption decisions: when to consume, where to consume, how to consume, and how much to consume. Given this background, propose any ideas of how to increase the consumption rate-i.e., making consumers buy more or use more-after reviewing four types of consumption decisions and the same time, how their consumption behaviors are resulted in the creation of the value-in-use. In this case, students need to consider how to define the value(-in-use). According to Smith and Colgate (2007), there are four types of values such as functional or instrumental, experiential or hedonic, symbolic or expressive, and cost or sacrifice value, given the equation that value = total benefits - total costs. - Once preparing one WORD or PDF answer file, submit it-as the receipt-to Case Study dropbox by due date for any participation scores