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Essay / Research Paper Abstract
This 15 page paper considers how the fast food chain McDonalds is and should be marketed, looking at the use of the marketing mix to attract the target markets considering the segments the company markets in line with concepts such as Maslow’s hierarchy of needs and personality types. The paper then considers how the marketing mix is used or could be used to create classic and operate conditioning. The paper focuses on the company’s marketing to children. The bibliography cites 9 sources.
Page Count:
15 pages (~225 words per page)
File: TS14_TEmarMcDchl.rtf
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Unformatted sample text from the term paper:
1. Introduction The marketing of goods and services need to adapt and change over time, the product matures and the image needs to
be renewed or reinvested the eyes of the consumer at the same time fashions and trends change. McDonalds is a fast food restaurant where the core products are burgers fries
and milkshakes, but the menu is changing in order to attract customers that are more health conscious such as salads and chicken along with carrot sticks and low sugar desserts.
The company has several target markets, the first segment are small children. They do not have any purchasing power of their own, it is parents who buy them the
meals, but they have a high level of nag power. This means families with children are also targeted. In addition to this there is also the segment of working people,
who want a fast meal without having to wait, who are likely to have active lifestyles and be in the 18 - 40 age group. These are the main two
target groups. The marketing that takes place needs to appeal to both of these markets, and in looking at McDonalds this is undertaken with the separation of the segments sop
as to avoid confusion. To consider how marketing could and should take place we can consider the marketing mix, how it may create conditioning and the importance and influence of
demographics on the marketing. 2. Using the Marketing Mix The way to attract customers and keep them is to understand the motivations behind
the purchase decision along with their desires and needs. Looking at a fast food chain such as McDonalds the product ma be seen as one that is appealing to the
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