For class Man4162 Customer Relations in business

Chapter 9: Privacy and Customer Feedback

1. Who owns a customer's information?

• Who should profit from it?
• How would that work?

Chapter 10: The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

1. How will Lego practice mass customization? To think about mass customization

for Lego, consider:

• Who are the customer types for Lego? (Think B2B.) Who are the MVCs? The MGCs? The BZs? (See Chapter 5.)
• What are customers buying when they buy Lego sets? (It's not "toy building bricks.")
• If customers buy packages of Legos to resell, what else do they need? What is their expanded need set?
• What is the opportunity to lock customers into a Learning Relationship and build share of customer for Lego?
• Is there any opportunity, ever, at all, for Lego to build Learning Relationships with any end user? How and why?