MBA 560 – Marketing Management
Professor Magliulo
Homework Set 1
1st Assignment:
1.18
Give Examples of needs, wants, and demands that Chick-fil-A customers demonstrate,
differentiating these three concepts.
A need is a something that is required by people. Food, water, safety are examples of
needs required to survive. Chicken-fil-A provides tasty food and drinks from its menu. A want is
something people do not need to survive but is something that makes living slightly more
comfortably. Chick-fil-A has wants such as providing different food items, services such as drive-
thru. Demands are things above wants, like a burning desire, this is the cleanliness of Chick-fil-A,
or its quality of food.
1.19
Describe Chick-fil-A in terms of the value it provides customers. How does Chick-fil-A engage
customers?
Chick-fil-A is a company that prides itself on its customer service, they go the “second
mile” to leave their customers feeling satisfied. The way in which they engage their customers
gives the customers the feeling that their satisfaction is the priority by having people smile,
attentive, good mannered. They do things such as deliver food to each table with fresh-cut flowers
and they even offer a “parent valet service”, a service which allow parents with younger children
to place their orders at the drive-through. Then the family parks and goes inside finding their
meals are ready at the table with highchairs in place.
1.20
Evaluate Chick-fil-A’s performance relative to customer expectations.
Chick-fil-A’s performance exceeds what customers expect from the fast food
establishments. A recent patron described her experience and said its customer service was
innovative. They described the big smiles, wonderful manners, clearly spoken staff, and how quick
the service/teamwork was. She described Ron as a friendly man who was getting refills, and
trading cooking books for small ice cream cones for little kids.
1.21
Which of the five marketing management orientations best applies to Chick-fil-A?
Out of the five market management orientations marketing orientation best applies to
Chick-fil-A. The marketing orientation believes firms should analyze the needs of their customers
and then make decisions to satisfy those needs. For example, the CEO’s wife had a problem with
her order was charged incorrectly. She left a note for the husband in which he tackled customer
service making it a leader in its field.
1.22
