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Essay / Research Paper Abstract
A 3 page paper linking Erikson’s eight stages of development with marketing practice. Using McDonald’s as the example, the paper concludes that the company needs to examine demographic data and begin concentrating its marketing toward older consumers, rather than continuing to struggle to make a $1 Happy Meal attractive to customers beyond Erikson’s stages three and four. The company’s product life cycle has been stretched further than it ever should have been, and the company needs to adjust product and promotion to attract individuals in later developmental stages. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgErik.rtf
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Unformatted sample text from the term paper:
common complaint among parents that they themselves dislike McDonalds but that their children love it. They will go to a McDonalds to satisfy the childrens wishes rather than gain
some variety or enjoying the ability to have a burger made to order from a local one-location restaurant. In addition, every single mother knows that fast food is expensive
and lacks much in terms of basic nutrition or "healthy eating." If a busy mom is going to rely on fast food for dinner occasionally, it needs to be
a meal that wont qualify as a budget item for which she needs to plan. McDonalds has been masterful at marketing to children,
but now those children have grown up. Attention to Eriksons (1963) developmental stages could have saved the current scramble in which McDonalds finds itself. Eriksons Stages of Development
Eriksons (1963) position was that personality develops through a series of conflict resolution at each stage of development. There are eight of these
stages, five of which marketers routinely target. These most common stages are: Stage Stage Name Age Range 3 Play 3 to 5 years 4 School 5 to 12 years
5 Adolescence 12 to 18 years 6 Young adulthood 18 to 25 years 7 Maturity 25 to 65 years Source: (Kail and Cavanaugh, 2000)
Individuals at different stages have different interests and goals. Whereas a six-year-olds primary motivation for wanting to visit McDonalds may be the Playland or Happy Meal(r), the
45-year-old with rising cholesterol and blood pressure is likely to seek a quick meal that does relatively little damage and provides value. The Fast Food Example
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