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Essay / Research Paper Abstract
This 4-page paper discusses the marketing mix, the 4Ps, and how McDonald's Corp. uses the marketing mix. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTmarmcdon.rtf
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Unformatted sample text from the term paper:
is not correct; while advertising and sales are part of marketing, its not the whole aspect of marketing. According to the American Marketing Association, the definition of marketing involves the
"activity . .. and processes . . . for creating, communicating, delivering and exchanging offerings . .. " in other words, products and services that have some kind of
value for the target market and even society at large (2007). As can be seen, advertising and sales arent even mentioned here.
What the AMA is getting at here isnt so much the promotional activities that are part of marketing, but rather, the concept of the marketing mix. And yes, theres a
definition for this one, too. Marketing mix is the "planned mix of controllable elements of a products marketing plan" (Marketing Mix, 2009). The marketing mix is typically broken into the
4Ps - which stand for product (or presentation when a service is involved), price, place (distribution) and promotion. Various components of the marketing mix are tweaked until the combination is
found that both gives the target audience what it wants through its product/service, while generating the appropriate amount of income for the company (Marketing Mix, 2009).
The first P, the product, involves the product or service being offered. The historical aspect used to be that if a product is good enough,
it should sell itself (Marketing Mix - 4Ps, 2009). But this isnt the case in a highly competitive environment, which most of them are these days. The product, or service,
has to offer something over the competition, whether that "something" is packaging, some extra ingredient or the look. This typically requires market research because the goal of the marketer is
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