番茄花园-CaseStudy.ppt

Application Case in Chapter 3 Zanes Cycles, is an independent bicycle shop run by its thirty-something founder, Chris Zane sells the most bikes in the New Haven, Connecticut, area. To many people, Chris Zane is the epitome of todays manager. Zane had a lot of faith in his ability to be successful. He learned all he could in college about running a business--particularly focusing on satisfying customers and implementing new and creative techniques to achieve his goals. When those two competitors went out of business, he negotiated a deal with the phone company. He agreed to pay the remainder of the two companies Yellow Page advertising. Callers to either of those numbers heard not only, The number you are calling is no longer in service, but also, If you are in need of a bicycle dealer, Zanes Cycles will be happy to serve you. By pressing zero, the caller is automatically transferred to Chris! Chris recognized that he had to give the appearance of being a larger business--especially if he wanted to expand nationwide and possibly abroad. He contracted with a marketing co-op firm to develop a thirty-twomail-order catalog. Although his creativity had boosted sales, Zane recognized that most of his business came from customers who visited the shop. He hired sales representatives and gave them the freedom to make whatever decisions they needed to please the customer and make a sale. But ringing up an immediate sale is not the primary focus. If customers need a bike part--a tire valve cap or a chain link--salespeople simply give it to them. The store also gives away cellular phones so bike riders can keep in touch with others or be prepared to make a call for assistance if needed. Zane also believes that any successful business owes its success to the community that supports it. Its a relationship that must be nurtured. Question 1 Identify and describe the entrepreneurial spirit exhibited by Chris Zane. How has this affected his business? Entrepreneurial Spirit ?? E