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1. Give examples of needs, wants, and demands of Chick-fil-A customers, differentiating these three concepts.
2. Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage customers?
3. Evaluate Chick-fil-A's performance relative to customer expectations?
4. Which of the five marketing management orientations best applies to Chick-fil-A?
5. Can Chick-fil-A continue to provide exceptional customer service and sustain the level of growth it now enjoys? Why or why not?
Chick-fil-A may not be the biggest fast-food chain, but the up and coming purveyor of poultry sells more food per store than any of its competition-even McDonald's. Its annual growth rate blows away all other top-10 chains. How does it do it? By making customers the number one priority. Chick-fil-A has a great product in its breaded chicken sandwich. But its real secret is the exceptional way all its employees treat customers. Beyond the point-of-purchase customer experience, Chick-fil-A also places customer engagement at the core of its strategy?
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