MARKETING

Marketing- McDonalds

Table of Contents

Concept and Process of Marketing3

Definitions of Marketing3

Characteristics of Marketing oriented organisation and McDonalds3

Selling Concept and Marketing Concept - McDonalds4

Benefits and Costs of Implementing a Marketing Approach to McDonalds5

Segmentation, Targeting and Positioning6

Macro and Micro environmental Factor - McDonalds6

Segmentation Criteria10

Buyer Behavior11

Extended Marketing Mix11

Competitive Advantage of McDonalds11

Distribution (Place) Strategy of McDonalds12

Pricing12

Effectiveness of the Promotional Strategy12

Extended Marketing Mix13

Extended Marketing Mix and Different Marketing Segments and Contexts14

Differences in Marketing Products and Services14

International Marketing and Domestic Marketing of McDonalds15

Concept and Process of Marketing

Definitions of Marketing

There are several definitions of marketing. Here, are some of the most common. Marketing is a function linking a company's needs and desires of its customers to obtain the right product at the right place at the right time. Furthermore, marketing is an achievement of the objectives of an enterprise through better meeting customer needs than the competition. Marketing activities that used by the companies is a management process that identifies, anticipates and delivered efficiently and profitably to customer requirements. These all statements try to define the essence of marketing; this further includes the following;

- Marketing for meeting the needs and desires of customers.

- Marketing is a function that is distributed within the entire company. It can not act alone, without other business activities.

- Marketing must determine the needs and desires of the market and find a way to provide the desired satisfactions profitably as more effective than the competition.

Characteristics of Marketing oriented organisation and McDonalds

The main characteristics of marketing oriented organisations include the micro and macro factors comprised on internal and external analysis. The characteristics that marketing oriented organisations must have are that it must be involve in marketing audit, marketing objectives, integrated marketing, SWOT analysis, constraints, environmental analysis, options, plans to include target markets, marketing mix and scope of marketing. As all of these factors are important, therefore, being an internal organization McDonalds focuses on these marketing tactics to grab the customers' attention by fulfilling their needs and wants by following the characteristics that are crucial for the marketing oriented company that is McDonalds. Therefore, stay ahead of the competitors and to stay closer to the customers McDonalds focuses on the above mentioned characteristics, but due to increased competition, McDonalds should try to pay more attention towards it.

Selling Concept and Marketing Concept - McDonalds

McDonalds can be described under the marketing concept rather than selling concept, as the company focuses on the marketing activities, which leads to increase in sales. Therefore, through the marketing concept, the purpose of selling gets fulfilled.

The marketing concept describes a management philosophy that oriented towards identifying and meeting the needs / wants of customers as a way to get long-term benefits. The products or services should be made in accordance with the demands of the customer, which is possible only when the proper marketing research done to know the demands of the customers. The relationship in the business to business marketing is also important, but this relationship is between the business and the suppliers (Collins, 2005, ...