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Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts.

Needs. The needs experienced by Chick-fil-A customers are the needs of eating and drinking. As mentioned in “Maslow’s Hierarchy”, these are the most basic level human needs.

Wants. Wants to fulfill a consumer need, but in a specific way that isn’t necessary for the fulfillment of that need. Thus, while a person can satisfy their hunger or thirst needs in a variety of different ways, Chick-fil-A customers demonstrate a want each time they choose the brand. That is, a desire to eat one of the best chicken sandwiches anywhere and to experience the unique and special treatment by company employees.
Demands. The concept of “demands” as defined in this chapter is related to the more general concept of “demand.” In other words, the fact that Chick-fil-A is experiencing such strong growth and success indicates the extent to which large amounts of customers support their wants with their buying power.

Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers?

Benefits would be:

1. Quality food is prepared in a way that results in a unique flavor.

2. Customers can satisfy needs via a variety of different entrées.

3. Fast & friendly service

Costs would be:

1. Price is comparable to offerings from other strong competitors.

2. In most areas of the country, customers don’t have to travel far as there are Chick-fil-

A is everywhere (location of branch is key).

If the total of the benefits exceeds the total of the costs, then value is provided.

The techniques employed by Chick-fil-A, such as cow ads, innovative promotions that give customers the opportunity to interact, and even staff that visit the dining room to make sure everyone is happy, bring benefits. Such advantages are converted into entertainment, feelings of being a part of something enjoyable, a boost to self-worth. That what separate from those provided by the food and beverages.

Evaluate Chick-fil-A’s performance relative to customer expectations.

This question refers to the Customer Satisfaction definition. If perceived results match expectations consumers are pleased. For Chick-fil-A, consumer preferences are generated by previous company experience, as well as brand statements (business-made) and word-of-mouth. Therefore expectations in terms of food quality and customer service are likely to be high. So the only way Chick-fil-A can gain customer satisfaction is to be sure that it fulfills those standards and even exceeds them.

Which of the five marketing management orientations best applies to Chick-fil-A?

When Chick-fil-A only served a great chicken sandwich, it could be argued that it follows the idea of the product (making products of high quality, and purchasing them from customers). Nonetheless, with its strong customer concentration and robust engagement-fostering activities, the marketing approach is a better choice. While the case says little about the quest to learn what the needs of its customers are, it is clear that Chick-fil-A is doing everything in its power to consider its customers and care for such customers.

Can Chick-fil-A continue to provide exceptional customer service and sustain the level of growth it now enjoys? Why or why not?

Let's assume that Chick-fil-A does just that, there's no reason to suspect it won't be able to continue doing that in the future. The main obstacle to holding fast to a strategic pillar as a firm grows rapidly is being able to keep up with such execution. Chick-fil-A places a lot of emphasis on customer training and every new restaurant has the same customer focus as the existing ones.

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