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Essay / Research Paper Abstract
A 7 page paper discussing pricing and promotion at Wendy's and McDonald's, concluding that despite recent problems including the "fraudulent finger fiasco," Wendy's holds advantage over McDonald's in terms of pricing and promotion in the competitors' current market. Wendy's price advantage stems from the rise in "fast casual" dining and its fit into that segment of the restaurant industry. Its promotional advantage originates with the fact that Wendy's largely is continuing something it has been doing for years, whereas leading industry competitor McDonald's is merely playing catch-up as it strives to regain lost customers. Bibliography lists 6 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSmktgFFpricMcDW.rtf
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Unformatted sample text from the term paper:
Decades ago a department store owner groaned that he was certain half his advertising budget was wasted. His problem was that he could not identify which half was
effective and which half was not. Much of fast food appears to have operated under the same constraints for many years. It
has been nearly 40 years since Theodore Levitt first published "Marketing Myopia" in which he argues that the purpose of any business is to attract, and then keep, a customer.
He uses the example of the railroads around the turn of the last century for support. When railroads ruled supreme, they believed their competition was other railroads.
They failed to understand they were in the business of providing transportation, and that there were several alternatives becoming available to the railroads customers. Had they understood they were
in the transportation business, rather than only in the railroad business, they too could have found better ways to provide service to their customers.
Though the situation at McDonalds is far different, the underlying philosophies are the same. McDonalds is providing customers with a meal, but "The consumers relationship with McDonalds is
really with the kid across the counter. Or the manager who brings them that extra cup of coffee" (McCarthy, 2000; p. 7B). Customers are buying food, of course, but
what they are really purchasing is the ability to do something else rather than prepare food. The lunch crowd purchases fast food rather than give up something else the
night before as they make their lunches for the next day. The harried mom who has made it to daycare just in time to pick up her children without
...