Marketing Principles: Elements, Benefits and Cost of Marketing Orientation of McDonald

UNIT 4
Marketing Principles
PAGE \* MERGEFORMAT 4

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
1.1: Various elements of the marketing process................................................................................3
1.2: Benefits and cost of a marketing orientation of McDonald........................................................5
TASK 2....................................................................................................................................................8
2.1: Macro and Micro-environmental factors influence on marketing decision................................8
2.2: Segmentation criteria for product in different market.............................................................10
2.3: Segmentation Strategy for targeting.........................................................................................11
2.4: Buyer Behaviour and buying situations....................................................................................13
2.5: Positioning for All Day breakfast menu.....................................................................................14
Task 3...............................................................................................................................................14
3.1: Product development for viability............................................................................................14
3.2, 3.3: Distribution and Pricing according to market condition.....................................................15
3.4: Promotional activities...............................................................................................................15
3.5: Extended marketing Mix...........................................................................................................16
Task 4...............................................................................................................................................16
4.1: Marketing Mix in different segments........................................................................................16
4.2: B2B and B2C Marketing............................................................................................................17
4.3: International marketing strategies...........................................................................................18
References...........................................................................................................................................20
PAGE \* MERGEFORMAT 4

INTRODUCTION
In the present dynamic world, businesses are seeking to gain a competitive position in
the market by attracting as much customers as possible. As such businesses need to
continuously adapt and adjust to the changes in the market and understand what exactly
would work for them. Marketing is generally defined as the process of planning and
distribution that is carried out in order to satisfy individual goals. Alternatively, it has been
defined as a medium of communication to offer products and services of value to the
customers and the community CITATION Kot12 \l 1033 (Kotler & Armstrong, 2012). Considering
the various ways in which exchanges can be made between organizations and their
customers, businesses can be observed to have particular marketing orientations. Marketing
orientations generally depend on the four basic elements that define the ways in which a
company decides to satisfy its consumer needs and hence, position its brands. The four
elements of Marketing are product, price, place and promotion CITATION Mal11 \l 1033 (Malär,
et al., 2011). These elements are controlled by businesses in order to create value such that the
maximum number of customers could be attracted. It is key for the management to
understand how the elements can be varied in order to maximize profits for the company. The
following study would try to provide a more elaborate understanding of the marketing
principles by developing a marketing analysis of McDonald’s.
TASK 1
1.1: Various elements of the marketing process
Various elements of Marketing process
AS per according to American Marketing Association, Marketing is the activity, set of
institutions and processes for creating, communicating, delivering and exchanging offering
that have value for customer, clients, partners and society.
There are two philosophies which are the main reason behind the development of
marketing as a management process:
Sales orientation philosophies- This orientation mainly refers as gimmicks as it will
not develop a long-term demand for the product. The tols which usually use in these
philosophy are buy one get one free promotions, website banners and so on.
Product orientation philosophies- These philosophy mainly concerned about the
product. If company is offering a superior quality product then customer will surely buy it
without the discount and any other offer.
PAGE \* MERGEFORMAT 4

Marketing segmentation- The group of the customer id very diverse in nature so it
would be very difficult for marketers to target each and every customer from such diverse
group. Segmentation is considered as neither profiterole nor practical attempt for satisfying
the customer, because of the large heterogeneous population the main aim of marketer is
identify those customer who are more profitable for business.
The marketing mix- Marketing mix is also one of the important element of the
marketing process as it focused on the key factors indulge in the marketing area such as
product, price, place and promotion.
McDonald’s is one of the leaders in fast food chains in the world at present. Providing
quick service to the customers, the main marketing strategy for the company has generally
focused on facilitating better customer relationships Particular strategies have been
implemented by the company in order to establish a better name for itself in the market. The
prime focus of the company has been to integrate the recent marketing strategies and adapt to
the changes in consumer behavior. To that end, the company has enabled particular
marketing strategies that are hugely reliant on the various digital and technical advancements
in the present world. The emphasis on creating more digital content for the company could be
seen as a shift from the traditional marketing techniques that have so far been implemented
by the company. In a recent Conference the company CMO, Deborah Wahl has talked about
the company’s present digital integration and by forging new partnerships with technology
companies including Google and Facebook. Also, the company is presently aligned towards
developing a more holistic and comprehensive approach towards building effective
communication channels with the customers. According to Wahl, labelling the different
channels as digital, print or mobile could be problematic and confusing in the present world
as one channel of communication is dependent on the other CITATION Joh16 \l 2057 (Johnson,
2016).
1.2: Benefits and cost of a marketing orientation of
McDonald
McDonald's is pursuing various marketing activities in order to increase in there
marketing orientation programme. McDonald's is a fast food chain which has existence
almost all over the world here they operating there marketing activity very effectively to to
expand there business more. McDonald's is having a prudent regulatory framework in which
PAGE \* MERGEFORMAT 4