HADM 2410- Midterm Exam Guide - Comprehensive Notes for the exam ( 49 pages long!)

• School: Cornell University
• Department: Hotel Administration
• Course: HADM 2410
• Professor: Chekitan Dev

Document Summary

Overview: companies should aim to maintain profitable, very satisfied customers who will offer high lifetime value and help market your brand for you. Must be clever about marketing to the right customers, and emphasize the goals and company attitudes that bring out the greatest customer happiness. Specializes in using the finest ingredients - fresh, local family farms. Adjusted to this model after opening because ceo didn"t like how the food was being produced. Developed new sources to obtain ingredients it wanted, chipotle cultivate foundation. Marketing campaign: food production should be healthier and more ethical. Animated shorts to promote message and draw attention to their cause, app games, loyalty programs, sitcoms (farmed and dangerous). Social responsibility is a popular focus with companies: sustainability, proper employee care, supply chain, giving back to communities. Customer is global and king = can choose to purchase product and controls what they tell others about the product.