Page 35 - Foundations of Marketing

Customer-Driven Strategic Marketing

O B J E C T I V E S

1. Define marketing .
2. Be aware of the marketing
concept.
3. Understand the impor-
tance of building customer
relationships.
4. Understand the role of
marketing in our global
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economy.

M A R K E T I N G I N S I G H T S

Chipotle Grill—Where Relationships Matter

Chipotle Mexican Grill seems to do things a bit customer satisfaction by ensuring that products are
differently from other fast-food chains. Chipotle of the best quality. The company also spends a great
spends very little on advertising compared to deal of time investigating ways to improve the taste
the competition. Chipotle spends only $ 6 mil- and quality of its products. For instance, the com-
lion on ad campaigns in a year. Comparatively, pany’s owner had a team of engineers create a new
Arby’s— considered the smallest of the fast-food machine that heats tortillas evenly after he couldn’t
chains—spends nearly $ 100 million. Instead of convince his distributor to make one according to
paid advertising, Chipotle strives to form relation- acceptable standards.
ships with customers to encourage positive word of Advancing technology offers new opportunities
mouth and gather marketing research. For instance, for Chipotle Grill to connect with customers—but the
Chipotle offers an invitation-only loyalty program to restaurant chain is being cautious. While the com-
customers willing to take the time to answer ques- pany is investigating other marketing platforms like
tions about the company’s philosophy. iPhone apps and social media tools, it wants to retain
Furthermore, Chipotle’s “food with integrity” human interaction in the Chipotle experience. This
products use fresh food with ingredients grown is demonstrated in its practices—selecting only the
naturally and sustainably from local farmers when- cheeriest of applicants. Chipotle continues to be suc-
ever possible, increasing positive relationships with cessful because of its innovative and unique approach
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local suppliers. Chipotle attempts to create high to marketing and stakeholder relationships.

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