Social Marketing Strategies and Impact

This assignment delves into the realm of social marketing, examining its efficacy in promoting healthy behaviors. Students are tasked with analyzing various social marketing campaigns focused on two key areas: encouraging healthy eating habits and reducing alcohol consumption. The analysis should encompass diverse strategies employed by these campaigns and evaluate their impact based on relevant research and literature.

MARKETING
PRINCIPLES

Table of Contents
INTRODUCTION...........................................................................................................................................2
TASK 1 .........................................................................................................................................................3
1.1 Elements of marketing process..........................................................................................................3
1.2 Evaluate the benefits and cost of marketing orientation...................................................................3
2.1 Micro and macro environmental factors...........................................................................................4
2.2 Propose segmentation criteria...........................................................................................................5
2.3 Choose targeting strategy..................................................................................................................5
2.4 Buyer behavior affects marketing activities in different situation.....................................................5
2.5 Propose new positioning strategy for new product/services.............................................................6
3.1 How product/services are developing to sustain competitive advantage ........................................6
3.2 Explain distribution arrange for customer convenience....................................................................7
3.3 How price set to reflect an organization objectives and market conditions......................................7
3.4 Promotional activity to achieve marketing objectives.......................................................................7
3.5 Additional marketing mix for McDonald............................................................................................8
TASK 2..........................................................................................................................................................8
4.1 Recommend marketing mix for two different segments...................................................................8
4.2 Difference in marketing products and services to B2B and B2C........................................................9
CONCLUSION.............................................................................................................................................10

REFERENCE................................................................................................................................................10

INTRODUCTION
Marketing principles are the fundamental tools which helps in achieving desired
outcomes of the business. It includes various methods through which every business perform
distinctive activities to attract potential customers (Kubacki, Rundle-Thiele and Buyucek, 2015).
The present report is based on McDonald which provides food products in different parts of the
world. It covers various elements of marketing process which is followed by the cited firm.
Furthermore, it explains about benefits of marketing orientation and cost element of the business.
Moreover, it covers macro and micro environmental factors which affects the business
operations. In addition to this, it covers arrangement of distribution facility at workplace which
can be convenience to every customer. Besides this, report analysis additional elements of
marketing mix for the chosen enterprise. At last, it covers plan and recommend mixes for the two
different segments in consumer markets. In respect to this, it explains difference between
international and domestic marketing strategy.
TASK 1
1.1 Elements of marketing process
Marketing is known as the process in which different ways can be find out for fulfilling
the needs of customer and bring those products in market in order to satisfy needs. In addition to
this, it can be stated that there are different types of action and activities that promotes and sales
to products and services through advertisement. It makes relationship in business and customer
through creating communication, delivering and exchange offers. As per the American
Marketing Association, marketing is the activity, set of institution and process which creating
effective communication, delivering and exchange of products or services with customers.
Marketing of the McDonald considered various activities which helps to achieve
competitive advantages. In this context, includes product design, pricing strategies and
advertising (Strauss, 2016). Theses aspects can be done by process of marketing which includes
various elements. Hence, it helpful to achieve success of the cited firm. In respect to this, below
are the elements considered in marketing process of cited firm:
 Research: In order to achieve competitive advantage, McDonald want to
introduce new product in marketplace. In this context, first thing that can be done

by the business is research. In this, they identified actual needs and requirements
of the market. In addition to this, company find that what thing is the best for
achieve targets of the organization (Lefebvre, 2013).
 Strategy: Once McDonald find their data, they can make strategy for standing
product in marketplace. It will help to beat with competitors and make success in
the market. After research, the business design about the strategies which assist
to achieve goals and mission.
 Planning: After determining strategy, cited firm can plan for development of
product. It includes sales forecasting, financial planning and communication
strategy which defines how to achieve business goals. It also tracks with time to
time so that organization cannot fail to achieve business targets (Gordon, 2013).
 Tactics: At last element, organization determine where planning is to be
implement and what circumstances would be taken. It will aid to McDonald as
they easily compete with the competitors and attract potential customers.
There are certain pre-business philosophies explains under here:
 Sale oriented philosophies: In sale orientation different tools and techniques which can
be used in order to enhance sale. There are different tools which McDonald can use for
increasing sale such as discount, free website banner and buy one get one free etc.
 Product orientation philosophies: In product orientation that if you offer a superior
product or services, then customer will prefer to buy McDonald product without thinking
of any discount offer.
1.2 Evaluate the benefits and cost of marketing orientation.
Marketing orientation
Marketing orientation is a model through every business can focus on delivering products
design according to customers’ requirements. It helps to complete their needs, wants and desires
through offering them effective product and services. McDonald conduct market research
through they can satisfy customers’ needs which is main motive of their organization. It helps to

them to make better position in the market and enhance brand value of their products (Tournois
and Aoun, 2012).
Benefits and cost marketing orientation
Marketing orientation helps to attract customers easily and it make focus on customers’
needs. This means it assist to McDonald that they can match products with customers’ needs and
satisfy them easily. In addition to this, it is beneficial to them as they can reduce their expenses
which increase their cost. With the help of marketing orientation, enterprise concentrate on
customers’ so that they no need to negotiate customers. All these aspects help to them to make
long-term profitability in the business. Thus, they can occur more profits for their firm which
helps to reach for the vision of the company (Walker, 2015.).
2.1 Micro and macro environmental factors
There are two types of environmental factors which affects to the business such as micro
and macro. Micro factors create impact on the organization within the firm and macro factors
affects to the enterprise outside the business. In term of Micro factors, below are the elements
includes which create impact on the McDonalds operations: Suppliers: Suppliers have power to control success of the business because they provide
raw-material to McDonald. Thus, the cited firm need to make relations with suppliers so
that they can get raw-material time to time (Morgan, 2015).
 Customers: Ultimate goals of the business is to satisfy customers’ needs and
requirements. In this context, McDonald have direct impact towards the business
operations. This is because, when customers satisfying they buy products and services
again and again.
On the other hand, below are the macro factors which affects to the business operations: Political factors: Every country has government who make certain rules and
regulation regarding tax rates (Bryant, Courtney and Lefebvre, 2014). If government
increase tax rates McDonald need to pay more taxes. Similarly, if government

decrease their tax rates cited firm pay less taxes. As resultant, it creates directly
impact on profits of the firm. Economic factors: Economic factors includes interest rates, which create major
impact on the business. This factors generate major influence on the production and
decisions of the McDonald. Social factors: Different region has distinct culture that effect to McDonald
environment. In this context, cited firm has to make products which not harmful for
society (Pauwels, Erguncu and Yildirim, 2012). In addition to this, they need to make
products to keep customers perception towards the products. If they not follow
culture it creates negative impact on the business.
 Technological factors: McDonald need to use advance technological factors so that
they can easily attract customers. Upgrade technology help to reduce cost of expenses
towards the business (da Silva and Mazzon, 2016).
2.2 Propose segmentation criteria
Segmentation: Segmentation is known as the process of dividing a large unit into
different small units which have some related characteristics. In other words, it can be stated that
market segmentation is determined as the process which divides in consumer or enterprise
market which consistes in existing and potential customers based on some same characteristics.
Market segmentation is a process through organization can divide whole market in
various sub-parts. McDonald can divide their market in term of demographic, psycho graphic,
behavioral and geographic. Cited firm wants to introduced their new product as Manchurian in
Australia market. In respect to this, they can use demographic and behavioral segment which as
follows:
 Demographic segmentation: In this segmentation, McDonald segment Australian
market on the basis of age group. This is because, they mainly attract customers who are
college students and young generation (Borst, 2014). In other words, they can supply
their products to people who generally prefer low price products. Through this basis,
cited firm can attract Australian customers easily.

 Psychological segmentation: This segmentation is mainly used to target a certain group
of people from the whole population. It includes people lifestyle, their activities and
opinion towards particular product or services.
 Behavioral segmentation: In this type of market segmentation McDonald can segment
whole population on the basis of behavior, usage and decision pattern. For instance,
young people prefer Manchurian but old generation not using generally this type of
products. This type of segment generally used to achieve young people.
 McDonald Company can target demographic segmentation for selling its new product
that Chinese burger in Australian market. Here, it can target youngster and children for
buying its products.
2.3 Choose to target strategy
Targeting strategy is used to focus on ultimate customers on which business wants to
merchandise products and services (Levy, 2012). It is the process in which McDonalds select their
potential customers to whom business wants to target for selling their products and services.
There are various ways through cited firm can target to ultimate customers. In this context,
includes undifferentiated targeting strategy, differentiated targeting strategy and concentrate
targeting strategy. From these the organization use undifferentiated marketing strategy as
follows:
Undifferentiated marketing strategy
McDonald understand that there is no strong difference among customers’ characteristics
so that they use same thing for all people. Under this, Strategy Company will determine and
develop single marketing mix for whole market. This is use by cited firm for targeting customers
of mass-market (Lin and et.al, 2012). In respect to this, chosen enterprise use one marketing mix
for entire market. This is because they assume that all customers have same needs and wants. It
is beneficial for chosen business because it reduces lower cost of marketing research and only
single channel considered for distribution. Hence, company use this strategy to design products
to attract potential customers towards the new products of the organization.

2.4 Buyer behavior affects marketing activities in different situation
When consumer purchase products and services from the organization there are various
marketing activities considered in McDonald. Buyer behavior is made by internal and external
factors which is affects the marketing strategy (Gamburzew, Darcel and Darmon, 2016).
Thecited firm has various marketing activities which is largely depends on buying behavior of
customers. In this context, following are the buying behavior includes which affects to the
business decisions:
Complex buying behavior: In this term, customers highly involved and spend money to
purchase products and services by McDonald. Before buying any products and services they do a
lot research to gain preference of other people. In this, customers ensure quality and price for
particular products and services (Freeland-Graves and Nitzke, 2013).
Variety seeking behavior: In respect to this, customers have only few money for
investment and there are more products which has same kind of features. Generally, customers
compare to the products from another and choose best from the point of quality and cost.
Need recognition: Consumer buying decision process starts when its need realize. Here
McDonald needs to find out the needs of its customer and to know the ways to fulfill those it.
For instance if any individual is feeling hungry so that their need is food. With the help of
identifying need of customer, marketing activities of the chosen business will be enhance that
increase base of customer within the organisation.
Information search: After identifying needs consumer then customer start searching
information related to products and services. Here, information from the friends and family in
order to use the product. Through marketing information, McDonald's will easily deals with
different characteristics of customer requirement.
Evaluation of alternatives: After collecting information related to products and services
then consumer need to evaluate different alternatives on the basis of its needs and wants.
Marketing activities demonstrate various types of alternative option that are available for
operating function and operation in McDonald's.
Purchase decisions: At this stage customer need to make purchase decision for buying
the suitable product and services. For instance it family and friends of individual suggest
McDonald new product that is Chinese burger then customer may prefer to make decision for

buying its company products. In this step, marketing activities influence to customer to purchase
products from the organization in systematic way.
Post purchase behavior: When customer buy product of particular company then it will
be either satisfied or dissatisfied. Here if consumer not satisfied then it may switch to other brand
product. For instance, McDonald new product if like by customer or fulfill its needs and wants
then customer will be stick to particular company product. In this step, the company can provide
post purchase element to each customer that make proper functioning and outcomes within the
business environment. Hence, it will be done through different types of marketing activities such
as strategy and promotion, etc.
2.5 Propose new positioning strategy for new product/services
McDonald is launching new product that is Chinese burger in Australia market so it need
to use new positioning strategy for its products. At the time of positioning, it needs to distinguish
different features so that it not face any issues. Here, McDonald is required to use7 ps of
marketing mix in order to enhance sale of its products and services. The organization target
demographic segmentation where it is launching new product so it can easily set price of its
products premium. There are less competitor of the organization so it can easily use premium
pricing strategy. In addition to this organization is making hygienic food so that different age

customer can easily buy its products. Further its main target is youngster, so it can use Facebook,
twitter and other social networking sites for promoting its product and services. BY using this
sites it can easily target large number of customers. In respect to make effective position through
producing new product, following important elements are considering at workplace:
Competitive: In this way, the company can make their products ahead from competition which
assist to grow high profits and revenue within the market. Hence, McDonald's will easily
accomplish competitive advantages.
Value: This is another important element which determines effective results within the
enterprise. With the help of value creating, McDonald's will easily set their targets in different
areas.
Premium: Premium amount is charges as sum added to an ordinary element of product and
services. For example, surcharge, additional fee, etc.
Environment: Surrounding area of the company in which they perform their outcomes. In this
aspect, McDonald's need to save different elements through operations such as person, animal,
plant and many other aspects.
7Ps of marketing
Product
In the chosen business, different types of products are sold by the firm such as vegetarian
menu, non-vegetarian menu, beverages and frozen desserts. In this aspect, McDonald's is cares
about customer sentiments for their region and culture. In order to launch the new product that is
Chinese burger, the company need to make variety in it.
Price
The organisation is providing products at an affordable price with brand and core value of
product. In this aspect, cost leadership assist to make combos for supplying products in different
areas. With the help of penetration pricing strategy, the company can easily launch their new
product within the market. It will assist to attract customer easily.
Place
McDonald's is providing their products and services in different areas such as malls,
shopping complex, etc. In addition to this, they are operating in cities where they can easily
access more customer. In each outlet, the firm need to provide its new product.
Promotion

In order to make promotion, the cited firm using advertisement, TV. Radio, online
promotion and many more methods. In this way, they are mainly targeting to children with
providing happy meals.
Physical evidence
In respect to make effective physical evidence in Chinese burger, there are various
elements included by the company such as cleanness, quality, speed and transparency, etc. In this
way, McDonald's will easily maintain location, interior effective design and composition of staff
members.
People
In order to make effective function and operation, there are various people take place
who serve products and services in different areas such as crew member, equality services
treatment, etc.
Process
In this aspect, new food product is providing in effective way through distribution and
new packaging. McDonald's is investing more money in this way for producing products and
services. Hence, there are many ingredient used which serves to customers.
McDonald give importance to the new positioning strategy which helps to achieve brand
image for their new product in Australia market. In this process organization, can deliver
message regarding product and services to customers (Stead, Arnott and Dempsey, 2013). For
development of new product cited firm use following positioning strategy: Public relation: Through public relation chosen enterprise can make their position in
marketplace. In this context, McDonald can offer different services so that they can
enhance public relations. In addition to this, they can provide discounts and other
facilities for development of their products. Advertisements: With the help of advertisement, chosen organization can convey
important message to the customers (Strauss, 2016). McDonald can use various
advertisement such as newspapers, magazines and pamphlets.
 Sponsorship: This is new positioning strategy through cited firm can ensure higher sales
and created emotional support towards the people. In respect to this, they can make
products in fast servicing, low pricing and long term profitability (Bryant, Courtney and
Lefebvre, 2014).

3.1 How product/services are developing to sustain competitive advantage
In these days, different techniques can be used by the business which helps to achieve
competitive advantages for their organization. In respect to this, below are the strategies can be
used by McDonald through they can sustain competitive advantages:
 Products and brand: Through making brand image of the products, McDonald can
achieve sustainable competitive advantages for their business. In order to make, product
effective they can include physical benefits in existing products through business can
achieve high growth as compare to competitors (Tournois and Aoun, 2012).
 Product development: With the help of product development McDonald can achieve
competitive advantages for their business. In this context, they can develop product
through follows some steps. It includes idea screening, concept development, business
analysis, testing and technical implementation.
There are different types of techniques which an organization is using in order to achieve
competitive advantage. Through the help of this, it can easily make new product which can
attract large number of customers. By making people aware of it effectiveness. McDonald is
know focusing on making product and services which is healthier for its customer because they
are more concern about customer health.
In respect to make new product development, following stages can be included within the
enterprise:
Idea generation: It is the element in which the company is continuous searching for new
products systematically with opportunities. It includes dealing with sources and methods through
considering R&D, competitors and employees as well.
Idea screening: In this stage, McDonald's need to eliminate unsound concepts with devoting
resources. It includes size, growth, forecast and many elements which assist to make current
expected competitive advantages.

Concept development and testing: Concept testing present with proposed changes and
measurement to ascertain test of product which develop by the chosen firm. Concept testing is
also prototypes which can be help to avoid costly mistakes.
Market strategy development: In this stage, market size, structure and behavior has been
develops. Hence, profits and revenue will easily achieve that outlined the planned price with
effective distribution strategy.
Business analysis: In this aspect, McDonald's need to analysis estimation through selling price
which is based on competition and customer feedback. In this way, sales volume has been
measure which is determines size of market.
Product development: This stage is frame to make effective product development for ascertain
effective results and performances in McDonald's
Test marketing: Test marketing is involves placing of product for sale in various areas with
observation of actual performances in marketing plan of the chosen firm
Commercialization: It is the last stage in which, McDonald's launch their product with
advertisement and promotion activities. In addition to this, they are also distributes products in
effective way. It will assist to make sustainability of the company through enhance market share
and implement new product within the market.
3.2 Explain distribution arrange for customer convenience
There are various types of distribution channel which can be used by McDonald for
customers’ convenience. Organization have to choose those channels which is available for
customers’ convenience so that they can easily access product anywhere (Morgan, 2015). In this
context, below are the channels includes which can be used by chosen enterprises:
 Franchising: McDonald can establish their store in different areas so that customers can
easily access services and products where they feel convenience. For instance, they
determine new stores in Australia market where they can easily attract potential
customers. In addition to this, customers can purchase products their nearby stores easily.
 Personal selling: On the other hand, McDonald can also use personal selling for selling
products to customers. In this method, customers have choice as they can get products at

their own place (Bryant, Courtney and Lefebvre, 2014). Further, they have no need to
anywhere for purchase products and services.
 Direct sale force: McDonald operating their function to selling directly in different
areas of outletst so that it can easily sale product and receive commission on it.
 Selective distribution: It is that which lie betwixt intensive and exclusive distribution.
Here it is more than one but less than all the intermediaries who carry the organization
products.
 Intensive distribution: Intensive distribution is the purpose which furnish status
coverage of the market by using all available outlets. This intensive distribution is not
required by the organization because it do not have competitor in market.
 Exclusive distribution: Exclusive distribution is an extreme form of selective channel
where there is single seller and retailers which is used for the geographical area.
From the above distribution strategy, McDonald's need to choose direct sales force. This
is because, it will assist to make high sales of their own products which assist to receive profits
and revenue in systematic way. In addition to this, the company is not providing home delivery
for products and services. Thus, they can implement this distribution channel in the business to
attract various customers. Currently the company is using franchise in different outlets of
various market. It is not taking place in different areas easily so that the business is unable to
getting more customer. Hence, it is important to get more customer within the business to
provide home delivery.
3.3 How price set to reflect an organization objectives and market conditions
Price strategies could be set by different types through organization can achieve their
objectives. In respect to this, includes penetration pricing, skimming pricing, premium pricing
and economy pricing. From the various types of pricing strategies, McDonald can use
penetration pricing strategy through they can offer their product at very low price than the
competitors. As resultant, they can attract potential customers and gain market share very high.
At starting level, it helps to the business as they can attract all types of people whether they are
high income level of not. Thus, they will be able to enhance growth of their business as well as
brand image (Pauwels, Erguncu and Yildirim, 2012)..

 Penetration pricing: In penetration pricing organization can kept price of its product
lower as compare to it competitor. It help in attracting large number of customer and for
increasing sale.
 Skimming pricing; in this type of marketing strategy company can set hire price at the
time of introducing new product in market. After sometime it can lower the price of its
products.
 Premium pricing: It is a strategy in which company kept high price of its products.
Further this type of pricing used when company it have no competitor.
 Competitive pricing: In this type of pricing, the organization set their price as per
competitive element within the market. Hence, they can easily compare their results with
other business results. When the chosen business produce product same which existing in
market, they have to make price on competitive strategy.
 Cost plus pricing: This is based on cost method which set prices for goods and services.
In this approach, direct material cost, labor cost and overhead cost for product is adding.
Hence, markup percentages derived which make price for a product. For example,
McDonald's demonstrate new product so that they have to produce their product on this
pricing strategy. It will assist to develop profitability in effective way.
The chosen company is using penetration pricing strategy in which they are charging low
price at starting time and after some time it raises. These all pricing strategy play a vital role in
the business that are as follows:
 Psychology: This element reflect to economy which limping back to the health in which
price remains as a major concern for American consumers.
 Position or brand: The price which is setting for particular product and service of
McDonald's. In this way, consumer know about quality of products and services which
selling by McDonald's.
 Sales volume: Pricing strategy is also assists to create impact on products and services
that enhance sales volume in McDonald's. Lower sales giving results to ascertain less

price of particular product. Similarly, high sales is getting through charging high amount
on product and services.
 Competitive: With increasing competition, it creates cause to drop the price. This is
because, there are various customers who compare same product from different
companies. In this aspect, they are checking quality and less expensive. For instance,
burger of McDonald's and Domino's.
3.4 Promotional activity to achieve marketing objectives
Promotion is an activity that supports and encourages to attain results and aim in
systematic way. In addition to this, it is publicizing the product, organization and many other
elements which assist to make high sales and public awareness. Promotional is very important to
make high sales and profit in various areas where the company want to invest their money.
Promotion within the enterprise is requires enhance profits and revenue through operating
various activities and actions. This is because, with promoting the products and services with
their features, McDonald's can easily get various customer at workplace. In order to achieve
marketing objectives, there are various methods which can be used in promotional activities
Promotion is also marketing mix elements which can be done by various methods. In McDonald,
promotional activities such as advertising, public relations, personal selling and sales promotion
help to achieve marketing objectives. In this context, below are the activities that can be used by
chosen enterprises. In order to develop marketing process, developing products and services
assists to target customer, competing sales and determines follow up services. Following are
such element which integrates to achieve marketing objectives:
 Consistency: Consistency is the crucial element which determines concept to integrates
promotions. In order to build brand, perusing customer and accomplish long term
profitability, McDonald's need to make consistency in their products and services. This is
because, it gives message with providing various benefits on commitments in promotion.
 Coordination: This element is also integrates with promotion of McDonald's product and
services. Marketing and promotion need to be gives positive results with planned
strategies. Timing, selection and longevity assist to get effective results in business.

 Reach: In order to develop promotional plan, it is important to reach towards target
market by the chosen firm. In this way, media helps to gain coverage to get various
customer within the enterprise.
 Repetition: In addition to getting reach towards customers, it is essential to target
customer. With developing plans, budget is also prepares that taking various exposure in
McDonald's.
This element consist in promotional mix which contains to enhance productivity of the
company. With the help of following elements, objectives can be achieve in effective way.
 Advertisement: Marketing department of the McDonald promote to the activities which
helps to achieve marketing objectives. In this, they can advertise their products in
newspapers, magazines and other pamphlets (Kubacki, Rundle-Thiele and Buyucek,
2015).
 Personal selling: In order to sale products personally, chosen organization can enhance
their performance in various marketplace together. In respect to this, they can contact
every customers’ and satisfying their requirements.
 Public relations: With the help of public relations, McDonald can enhance their business
in new market. In respect to this, they will able to offer discounts and other facilities to
customers. This will help to them as customers refer to other people towards the business
products and services (Strauss, 2016).
3.5 Additional marketing mix for McDonald
Marketing mix helps to promote products in new markets. In this context, includes
product, price, place and promotion. In now days, additional elements include in marketing mix
of McDonald which are as follows:
 People: Management and employees of McDonald are very important source for
marketing activities. They satisfying customers through offer them effective services and
products. In addition to this, management of the business also responsible for employees
of firm. This is because, they provide them coaching, training and various other facilities.

It will helpful to enhance their skills and performance towards the objectives of the
enterprise (Stead, Arnott and Dempsey, 2013).
 Process: Marketing activities of McDonald connect with the various fundamentals
through organization offer products and services to customers. In respect to this, they
adopt process such as offering product/services, product/service delivery and
consumption of this product/services.
 Physical evidence: It includes products/service delivery, infrastructure and facilities
provide to customers. In respect to this, cited firm need to provide all service and
products very quickly and friendly so that customers again come towards the organization
products and services. Physical evidence considered store facilities should be nice,
effective and healthy (Morgan, 2015).
TASK 2
4.1 Recommend marketing mix for two different segments
In respect to this, marketing mix considered in Australian market on the basis of
demographic and behavioral segment which are as follows;
Demographic segmentation
Product In order to develop the new product of
McDonald, offer Manchurian in their menu for
Australian market.
Price For development of new product, chosen
business can use penetration pricing strategy
so that they can offer products and services at
low price to attract potential customers
(Bryant, Courtney and Lefebvre, 2014).
Place In order to develop the new product,
McDonald offer product in Australia market.
Promotion For promoting the products and services, cited
firm can use various strategy such as

advertising, personal selling and public
relations.
Psycho graphic segmentation
Product In new product development cited firm can
offer product Manchurian in Dubai on the
basis of buyer behavior and lifestyle.
Price McDonald use same pricing strategy as to
demographic segmentation. They can use
penetration pricing strategy. It will helpful to
them as they can attract those customers who
have low income level.
Place Chosen enterprise can establish their products
and services at new market of Dubai. They can
establish new stores (Pauwels, Erguncu and
Yildirim, 2012).
Promotion McDonald can use same promotional strategy
as demographic segmentation. They can
promote their products in Dubai market
through public relation, personal selling and
advertisements.
4.2 Difference in marketing products and services to B2B and B2C
Different types of customers have distinct needs and demands. Thus, McDonald need to
develop the products according to market demand. In this context, below are the difference in
marketing of products and services to B2B and B2C:
Basis B2B B2C
Meaning B2B means selling the products
and services by one business to
In B2C means selling the products
and services to ultimate customers

other organization. for their personal use.
Marketing McDonald have no need to
marketing for sell products and
services to business. This is
because, their aim to satisfying
ultimate customers.
However, chosen enterprise
marketing for their products and
services through offering them
discount and other benefits (Bryant,
Courtney and Lefebvre, 2014).
In order to demonstrate difference in marketing of the product and service in B2B and B2C
following comparison has been taken:
Basis Marketing of goods Marketing of services
Meaning Product marketing is
determines as the process
which includes marketing
activities which align to
promote products and services
in different areas.
On the other hand, service
marketing is determines
economic activities which
offers by the organization for
their customers.
Marketing mix In order to providing the
products, McDonald's is using
4 ps.
However, to demonstrate
effective services, McDonald's
is determining 7ps which
includes adequate
consideration within the
market.
Sells Marketing of product is
determines value which
creating to develop
profitability in the chosen firm.
Service marketing assist to
maintain relationship with
customer and many other
people who are engaged in
activities.

Customization In marketing of product, can
be customized that make for a
particular requirement.
In marketing of services, it
could be vary my McDonald's
from person to person.
Nature of product In this way product can be
touch before coming to take
buying decision.
Services are intangible so it
would be difficult to promoted
by the organization.
Purchasing decision To purchase a product,
customer can easily make
quick decision towards buying
it.
In this aspect, customer are
unable to make quick decision
to use purchase decision.
Sales and promotion In respect to promote the sales
of product, McDonald's using
various tools such as
advertisement, newspapers,
internet sources and many
other things.
In the promotion of services,
the chosen enterprise cannot
separated it because, customer
should come towards the
enterprise.
4.3 Difference between international marketing and domestic marketing and strategy to develop
market in foreign market
Basis International market Domestic market
Meaning International marketing means
selling the products and services
outside the boundaries of country.
Domestic marketing means selling
products and services within
country.
Purpose Organization has a purpose to
enhance market share through
developing products in foreign
market (Kubacki, Rundle-Thiele
Enterprise has purpose through
domestic marketing to fulfil basic
requirements of the people within
the place.

and Buyucek, 2015).
Documentation In international marketing
McDonald has various
documentation required.
In order to develop product in
home country, cited firm has very
less requirements of
documentation.
For implementation of marketing activities in foreign market, McDonald can use various
strategy. In this context, they can recruit sales agents, developing franchising and make other
physical stores. In respect to this, chosen business can enhance their market share in various
parts of the world (Bryant, Courtney and Lefebvre, 2014).
CONCLUSION
From the above report, it can be concluded that, elements of marketing process are very
helpful to develop new product in different market. In respect to this, cited firm conduct research
program and develop various strategies which helps to the. Furthermore, it can be summarized
that marketing orientation is play major role to sustain competitive advantages in the business. In
addition to this, it included micro and macro environmental factors that affect to the business
decisions. In respect to this, macro factors highly affect to the marketing activities on the basis of
political, environmental, economic and social factors. Moreover, report covers segmentation
criteria on the basis of demographic and psychographic. In this, chosen business develop their
new product on the basis of age group to target all the people through same method. At last, it
explained about the difference between domestic and international marketing through
organization can achieve profits from different region.

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