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Essay / Research Paper Abstract
This 9 page paper looks at the 4 P’s marketing mix model and applies it to the international fast food Chain McDonalds, assessing the way in which product, price, placement and promotion may be seen at McDonalds. The bibliography cites 6 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TE4PMcDo.doc
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Unformatted sample text from the term paper:
able to communicate effectively with the target market to promote the product to attract and stimulate purchases. However, in an environment where the firm relies on repeat purchases making a
product look attractive is not enough, the product has to meet customer expectations, be available and be affordable. For this reason marketing for a form or a product can be
considered in terms of the marketing mix, a framework which looks at the different elements which need to be present in marketing. The 4 Ps are product, pricing, placement and
promotion. When looking at a major international firm such as McDonalds it may be argued that the firm has a strong marketing mix which has supported its success. 2. The
4 Ps at McDonalds McDonalds has changed over the years adapting to the general environment and to consumer tastes. The initial approach of the firm was that of standardisation
in all aspects of marketing, so that the same products and same marketing message with the same underlying values was found in all McDonalds operations regardless of location. However, the
firm has changed and now, while the marketing mix reveals a universal set of standards, values and messages there has been increased acceptance of variance in the way that the
marketing mix is managed. 2.1 Product The first element of the marketing mix is the product. This looks at various characteristics of the products sold. This may include basic
element such as the range and variety, the quality of the product, the features that may be offered, the use of brand names, the sizes it may be offered in,
the services that may come with it as well as warranties. Packing is also a part of the product (Kotler and Keller, 2008). It is notable that the product
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