{"id":4199,"date":"2016-01-23T03:12:39","date_gmt":"2016-01-23T03:12:39","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4199"},"modified":"2016-02-25T19:26:57","modified_gmt":"2016-02-25T19:26:57","slug":"video-starbucks-delivers-community-and-connection","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/video-starbucks-delivers-community-and-connection\/","title":{"raw":"Video: Starbucks Delivers Community and Connection","rendered":"Video: Starbucks Delivers Community and Connection"},"content":{"raw":"What business is Starbucks really in?\r\n\r\n\"We wanted to build a third place between home and work,\" says\u00a0Starbucks' CEO Howard Schultz, as he sits in one of his caf\u00e9s, \"at a time in America when people are hungry for human connection.\"\r\n\r\nWatch the following\u00a0video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a\u00a0seller of gourmet coffee. It has built\u00a0its\u00a0entire brand experience around a\u00a0core positioning that offers\u00a0\"a sense of community\" as much as coffee.\r\n\r\nhttps:\/\/youtu.be\/tnHuGN3umTA\r\n\r\nYou can read a transcript of the video <a href=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/WM+Marketing\/Starbucks+the+Brand.txt\">here<\/a>.\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/784","rendered":"<p>What business is Starbucks really in?<\/p>\n<p>&#8220;We wanted to build a third place between home and work,&#8221; says\u00a0Starbucks&#8217; CEO Howard Schultz, as he sits in one of his caf\u00e9s, &#8220;at a time in America when people are hungry for human connection.&#8221;<\/p>\n<p>Watch the following\u00a0video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a\u00a0seller of gourmet coffee. It has built\u00a0its\u00a0entire brand experience around a\u00a0core positioning that offers\u00a0&#8220;a sense of community&#8221; as much as coffee.<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Starbucks the Brand\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/tnHuGN3umTA?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>You can read a transcript of the video <a href=\"https:\/\/s3-us-west-2.amazonaws.com\/oerfiles\/WM+Marketing\/Starbucks+the+Brand.txt\">here<\/a>.<\/p>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_784\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=784&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_784\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4199\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Starbucks Delivers Community and Connection. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Starbucks the Brand. <strong>Provided by<\/strong>: BBC. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/tnHuGN3umTA\">https:\/\/youtu.be\/tnHuGN3umTA<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":8,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Starbucks Delivers Community and Connection\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Starbucks the Brand\",\"author\":\"\",\"organization\":\"BBC\",\"url\":\"https:\/\/youtu.be\/tnHuGN3umTA\",\"project\":\"\",\"license\":\"cc-by-nc-nd\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"56ccf1dd-6b5c-471f-873d-39a4f5f280e6","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-4199","chapter","type-chapter","status-publish","hentry"],"part":4184,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/4199","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":5,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/4199\/revisions"}],"predecessor-version":[{"id":5092,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/4199\/revisions\/5092"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/parts\/4184"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/4199\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/media?parent=4199"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=4199"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/contributor?post=4199"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/license?post=4199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}