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The history-as-value clause: A lot of the work your agency does builds history, and that history is worth hard dollars. If an agency gets grabby, insisting they don’t have to hand something over, check the contract. To be fair, I don’t think there have been any public stories on Linkedin actually enforcing this policy on long-time active users.
Founded by former Facebook employees, Quora is making the same mistake Facebook started with, the only difference being Quora has never tried correcting it standing firmly by their questionable decision.
It is still hilarious to find such an adamant policy enforcers on the Internet, and it makes me wonder how Quora managed to put a bunch of lunatics to frame a policy on the Internet that forces users to reveal their identities. In an obvious effort to profile the web, Google started Google Plus with a very strict real name policy which ended up in lots of controversies. The policy didn’t work for Google Plus well, especially when they started aggressively integrating it into Youtube (where few people use real names). On July 15, 2014 it was announced that there were absolutely no restrictions as to what name you should use when registering an account at Google Plus.
The post Real Name Policies on Facebook, LinkedIn, Quora and Google Plus: Clarified appeared first on Internet Marketing Ninjas Blog. We’ve also got a fun rant about keywords from SEO Chat and some privacy-focused topics from Cre8asiteforums! You may not have heard the term before – clickjacking is when you click on a video to play it, for example, and instead a new window opens up with an advertisement. There’s a bonus discussion on WebmasterWorld, where users wonder how fair and accurate Google will be in identifying actual clickjacking attempts. Over 70 pages of charts and information from comScore is up for discussion in this Cre8asiteforums thread! The post Getty vs Google, Long Tail Rants, and More: Weekly Forum Update appeared first on Internet Marketing Ninjas Blog. Sitelink extensions are one of the most commonly used ad extensions available in Google AdWords.
These additional links, which are typically displayed when enabled for ads holding the first or second ad position in Google’s search engine results page (SERP), provide a large handful of benefits for advertisers using them. Typically located under your standard PPC headline and description lines, the example below highlights four sitelinks being used by this particular advertiser. Additionally, advertisers can add description lines to their sitelinks in an effort to further develop context. Implementing sitelinks into your Google AdWords campaigns can provide a ton of additional value for advertisers. Local PPC is a topic seldom discussed in the digital marketing sphere, and that’s a problem.
For many of these businesses investing in paid search ads, a typical B2C or B2B strategy just won’t do.
If you have a location in a large city, or if you have multiple locations which are in close proximity with one another, you may find that city location targeting isn’t practical. The single most important element to winning with local PPC is the utilization of radius targets.
The signals AdWords uses when determining if someone is within a custom radius target often rely on physical indicators such as WiFi hot spots and GPS. Radius targets are important, but they’re not the only factors which will make or break a local PPC strategy. Use bid modifiers on schedules and devices – Chances are your conversion metrics, such as conversion rate and average cost per conversion, will vary depending on the time of day, day of week, and what type of device a user is on.
Create a campaign template – For businesses with multiple locations, create a campaign template (or set of templates) so it can be used on a one-store-per-campaign basis. There needs to be some action on your website a user can take which indicates they’re likely to actually visit your physical location. How else will you know the money you’re investing in PPC is actually working to drive people physically to your place of business? We have a couple of current, large-scale examples at Portent where we’ve proven out this strategy (on top of many small business accounts). In both cases, conversions went up, the average cost per conversion decreased, and conversion rates increased, all by noticeable margins. When most people think about online marketing, they think about the straightforward side--the one that makes them money directly. When social media platforms just started springing up, I remember many experts assuming social media would kill email marketing. Maintaining a loyal, active and steadily growing list is one of the strongest assets you can build: This is what can secure your business against various rankings fluctuations and emerging competitors.
These months I am experimenting with my blog calls-to-actions (primarily for the sake of self-education but also to be able to share my results with my community and help others grow).
This article is my first step in the long-lasting experiment: Making the most of calls-to-actions.
Creating a sense of urgency gets users to take action immediately instead of holding off on the purchase.
I suspect this is a later trend: Web users are getting tired of commercial CTAs pressing you to sign up to something on each page they visit. For longer CTAs, sentence case can make your button text feel like a dialogue, thus more friendly. The theory is they have said yes once, before you ask for their address so they are more bought-in, and ready to give it. If you want to learn more about content and content marketing, check out Joe Pulizzi’s book, Content Inc. Remarketing campaigns through Google AdWords offer advertisers an additional tactic to drive potentially high value visitors back to their website in an effort to grow overall conversion figures. Remarketing campaigns allow businesses to stay connected with their target audience after they leave their website by showing ads to them on other websites across the web.
From modest beginnings, they found a winning formula selling high quality products quickly and low-cost.
I don’t know why, but they cling to your stuff like the ex who never returns your houseplants. If the old agency wrote formal reports or audits, they should provide them in digital format.
If your site’s built using free software (like WordPress), you should get everything necessary to re-launch the site elsewhere. 99.9999% of web analytics data is stored using cloud-based systems like Google Analytics and Omniture.
If your agency built something for you, created something or managed something, it’s probably yours. Maybe you decided to let your marketing agency own the custom e-commerce package they wrote so they could re-use it. It helps people to find, share, and access an amazing wealth of content regardless of how they connect or where they are located. In case you are reported for not using your real name, you have to provide your ID which means you have to use your legal name. They provide advertisers the ability to promote additional links to their website within a signular PPC ad. Increase click-through rates: Similar to other ad extensions, sitelinks enable PPC ads to take up more real estate on the SERP. Increase conversion rates: By providing users with a handful of pertinent links and landing pages to fulfill their needs, users have the opportunity to hit a conversion point faster. No change in cost per click: Regardless of having sitelinks display with your ad or not, the average cost you pay per click does not change. Link text and landing page content should directly relate to the standard ad the sitelink is paired with. Use a unique sitelink for each landing page or URL your using– no two sitelinks can link to the same page.
When executed properly, these extensions can provide a ton of extra value on top of your standard PPC ad. There are many businesses which depend on potential customers among the local population to physically enter a specific location and spend money; restaurants and service shops are two of the most prominent examples. Budgets might be extremely tight and every penny needs to count, especially for small businesses. In this post, we’re going to cover the key elements to a successful local PPC strategy, provide a few tips on how to execute it, and show you what to expect after you execute these changes. Furthermore, using more specific targets, like zip codes, may be more of a pain than they’re worth.
When it comes to utilizing a budget most efficiently, it’s safest to switch that setting over to target only users physically in your targeted location(s). Use bid modifiers accordingly to bid down (or stop showing ads entirely) for poor conversion metrics and bid up for good conversion metrics. This way, you can keep your account organized, your campaigns consistent, and be able to devote specific amounts of budget toward any given location. As a result, PPC influenced more people to physically go to these places and grow these businesses. You just need to make sure you’re utilizing the key elements which make it a success. They think about earning more traffic from their target demographics, and earning more conversions from the pool of that traffic. Users who have already visited your website are likely to be more engaged with your brand messaging and offering after their first visit. It was not until 1955 when Ray Kroc, a salesman from Chicago, became involved in the business that McDonald's really began to flourish. So they provide an easy transition, delivering creative, PPC accounts and all the other goodies without any fuss. If you ask for paper copies, expect to receive a bill, a call from your local environmentalists, and a complimentary membership for the Luddite Hall of Fame.
Some agencies will try to look you in the eye and tell you the keywords, campaigns, ads and everything else you paid them to create is still theirs.
As a result, we typically see ads with sitelinks earning a click-through rate 10% – 20% higher than ads without sitelinks. When implemented properly, we typically see conversion rates rise with the presence of sitelinks.
And with no extra cost associated with these ad extensions, all advertisers should be using them when applicable to their Google AdWords campaigns. So, how do you execute a winning local PPC strategy when there’s such little room for error? Just as important, you need to be able to track these conversions accurately using AdWords, an Analytics platform, or a combination of both. And that, really, is the whole point to this entire post: utilize these tactics to make more money.
This leads to more sales (or leads), which then translates to bottom-line dollars for the company. Kroc realized the same successful McDonald's formula could be exploited throughout the United States and beyond with the use of franchising.
If your agency hands over a spreadsheet, you’re still required to set up new accounts. If someone tries to prevent that, maybe they’re not the right agency for you in the first place. But there's another way that online marketing can help your organization--by promoting an open position and attracting more qualified candidates to apply.SEO for Human ResourcesSEO (search engine optimization) is a marketing strategy, plain and simple. Stay safe on the web and take preventative measures to protect your content on the web.We saw an increase in the number of sites with thin, low quality content.
Such content contains little or no added value and is often scraped from other sites.2015 spam-fighting effortsAs always, our algorithms addressed the vast majority of webspam and search quality improvement for users.
The delusion that most optimizers have fallen into, however, is that the pages you promote should be directly tied to your bottom line.


And like any real estate, content is an asset you create for your company, not a cost center..
One of our algorithmic updates helped to remove the amount of hacked spam in search results.The rest of spam was tackled manually. Now, there are over 1,150 restaurants, employing more than 49,000 people, of which 34 percent are operated by franchisees. Include a general human resources page.This should be a main navigation "housing" for your subsequent open position pages. Moreover, there are over 30,000 these restaurants in more than 119 countries, serving over 47 million customers around the world. After prioritizing the reports, we acted on 65% of them, and considered 80% of those acted upon to be spam.
Here, you'll detail your company's human resources department, optimizing for keywords related to your business as a place to work rather than a place to do business with. Thanks to all who submitted reports and contributed towards a cleaner web ecosystem!We conducted more than 200 online office hours and live events around the world in 17 languages. For example, a SaaS company may use a phrase like "a leader in software engineering," as opposed to a phrase like "a leader in task management software" to cater to software developers over paying subscribers.2. For perspective, that number is equivalent to providing a lunch and dinner for every man, woman, and child in the world! These are great opportunities for us to help webmasters with their sites and for them to share helpful feedback with us as well.The webmaster help forum continued to be an excellent source of webmaster support. Create a dedicated page for each position.Creating a dedicated page for each open position you have provides the opportunity to optimize a page for each of those keyword phrases. Rural markets opportunities and challenges strategies for penetrating the rural markets in India. McDonald's global sales were over $40 billion, making it by far the largest food service company in the world.Because of the invention of franchising and the development of some of the most creative marketing and branding campaigns, McDonald's is one of the world's most well-known, valuable brands holding a leading share in the globally branded, quick service restaurant segment of the informal dining-out market in virtually every country in which they do business. Webmasters had tens of thousands of questions answered, including over 35,000 by users designated as Webmaster Top Contributors.
Title the page with the job title near the front, and include at least one or two synonyms for that job title in the description. Also, 56 Webmaster Top Contributors joined us at our Top Contributor Summit to discuss how to provide users and webmasters with better support and tools.
In the body content, describe job responsibilities in detail, and be sure to include at least a handful of instances of the job title.3. Some of the ways McDonald's handles the attacks of the media and competition is by creating a marketing mix to highlight the positive impacts the organization.
Target individual locations.Even if your company is a national level organization, and even if you're hiring multiple people at multiple locations, it's a good idea to segment your open positions by location. McDonald's must keep the strategic nature of its marketing efforts to stay on top and provide what customers want. This will allow you to optimize for geographic keywords in your titles, descriptions, and of course, your body content.4.
Use referral links to drive more traffic.The more links you have pointing to your individual position pages, the stronger those page authorities will be (and the more likely you'll be to rank for keyword terms relating to that position).
Agri preneurship: a solution for poverty alleviation through sustainable livelihoods in rural markets.
Marketing strategies must feature customer orientation, input, and accessibility in the fight to the top of the market. Build links on as many different sources as you can, and don't forget the power that referral traffic can lend to your site. A study on the rural consumer behaviour of selected FMCG products in Calicut District Kerala.
One can recognize that McDonald's primary target market is children ages 3-11 and their parents. McDonald's understood that the parent was making the purchasing decision, most likely based on price.What McDonald's marketing executives did was ingenious. Consumer brand preferences towards non durable products in rural market a study of select villages in Nizamabad District of Andhra Pradesh.
They put a $.50 toy in with the hamburger, french fries, and drink and gave it a special name, the "Happy Meal". There are dozens of synonyms for your job title, and the job title you give may carry different connotations than you intend. If you have you ever asked your child where to buy a Happy Meal, they will tell you that there is only one place you can buy one, and that is at McDonald’s.
At the same time, there are only so many "alternative" job titles you can include in your body content. There have been so many strategies since the inception of the firm that it is difficult to account for them all, the two most memorable are the development of the "Golden Arches" and "Ronald McDonald". These two icons have given customers a mental image of what to look for when they want quality food for a low price fast. The firm revolutionized the fast food industry and positioned itself as the market leader with low-priced, quality food and provided an entertaining atmosphere for the children. The perceived secret of McDonald's success is the willingness to innovate, even while striving to achieve consistency in the operation of its many outlets.
For example, its breakfast menu, salads, Chicken McNuggets, and the McLean Deluxe sandwich were all examples of how the company tried to appeal to a wider range of consumers. The long history of innovation and experimentation resulted in new profit centers like Chicken McNuggets and the breakfast menu. Innovation and experimentation also produced some disappointments like the McLean Deluxe, but inevitably experimentation in limited outlets provides McDonald's a way to retain its key strengths-quality and consistency-while continuing to evolve. Rural marketing infrastructure in India.All Industry activities should endeavor to recognizing and satisfying customer wants and needs effectively and efficiently. The use of franchising, again, provides various perspectives that, in turn, lead to innovation for products and solutions. A marketing program starts with idea generation for a product and ends only when customers wants have been completely satisfied either it is pre sale or post sales services.
Franchisees agree to operate their restaurants in the "McDonald's way" but there remains room for innovation.
It might run well beyond the sale of the product to ensure customer satisfaction and encourage repeat business and maintain customer relationships.
Rural marketing has become an elemental part of our lives and permeates every aspect of our continued existence. Developing new products is crucial to any business even those that successfully relied on a limited menu for many years.
Activities such as watching television listening to the radio reading the newspaper buying grocery items they are all dependent on marketing.
As consumer tastes change, menu innovation injects enthusiasm allowing the firm to explore markets previously overlooked or ignored. Rural marketing focuses on satisfying rural customers and their social needs and wants and helps companies transform private and social needs into profitable business opportunities.
Rural marketing helps students understand the rural marketing and its management process and the nature of strategic planning in a marketing organization for rural market.
It discusses different ways in which rural marketing programs can be developed and put into action. Filet-o-Fish, Drive-thrus, and Playlands were all products or concepts developed by franchisees.
The book also focused on different issues that companies face in the implementation of marketing programs in rural areas. McDonald's tries a few new concepts simultaneous in different parts of the country to find the most promising new menu item. The objective of this book is to provide and highlighted various aspects of rural marketing through which industries can improve performance and reliability in current rural market. Those with the most potential could be rolled out further, while the ineffective ideas could be left to die quickly. This strategy may be expensive, but the potential to unleash new areas of growth in a maturing market seems to be right in line with what McDonald's has always done.In addition to the local flavors that have been created in the US, McDonald's international restaurants have been conforming to local, regional, and ethnic tastes, too. In a recent McDonald's case study this was explained further: "For example, 'Maharaja McBurger' is a vegetarian burger marketed in India.
Similarly, McDonald's offers 'Halal' food in Muslim countries such as Saudi Arabia, UAE, Kuwait, Indonesia, Malaysia, Pakistan, and Bangladesh. For example, its 'Prosperity Burger' is popular in China, Taiwan, Hong Kong, and Singapore at the time of the Chinese New Year celebrations. In order to respond to the growing phenomenon of health consciousness, McDonald's has moved in favor of lean ground beef, 100% vegetable oil, 1% low-fat milk, low sodium, and low fat.
This product strategy shows that McDonald's is interested in becoming part of the culture and is looking for ways to appeal to the market internationally. McDonald's menu is based on five main ingredients: beef, chicken, bread, potatoes and milk. Every McDonald's is uniform; you know exactly what you will get no matter what store you go in to. Although McDonald's has thousands of restaurants around the world, it standardizes menus and operating procedures in these restaurants to insure consistency throughout. To maintain consistency in the current menu while the firm tests new products to expand the product line, McDonald's relies on test marketing new menu items in pilot locations. New products are rigorously market tested so that the franchisee will have a reasonable idea of its potential before it is added to the menu.
The introduction of new products, which have already been researched and tested, considerably reduces the risk for the franchisee.
The franchisees additionally benefit from the extensive national market research programs that assess consumer attitudes and perceptions. This approach allows the firm to identify which items are likely to prove popular with consumers while ensuring that the company can deliver new products with consistent quality nationwide.
McDonald's already has a history of doing this so it will not require major changes to its operations strategy-at least initially. If the product line-up gets too large, then the task of maintaining quality becomes exponentially harder. The trick is to consider how to eliminate some of the existing menu items when you introduce new ones, while making sure the staff is fully trained in how to execute these products successfully.
Declining per unit sales and competitors gaining ground, may indicate that McDonald's menu needs a face-lift. This strategy created some weakness in the last 10 years because it seemed that too many stores were put in some areas, cannibalizing sales from the other McDonald's. The company has also made convenience a focus, not only through how fast it serves customers, but also in the location of its outlets. Freestanding restaurants are positioned so that you are never more than a few minutes away by foot in the city or by car in the suburbs. In this instance, the focus is purely on localization with different strategies for different countries. Pricing could not possibly be standardized across the globe without alienating many countries with poorer economies, thus defeating the initial objective.
McDonald's set an appropriate price for their product by looking at its competitors in each country. McDonald's is attempting to localize marketing communications due to the realization that it couldn't possibly appeal to all countries at the same time. For example, in China it was recognized that advertising on television would be a waste of money because commercials between programs are generally ignored. A product is more than a physical item, it also has psychological connotations for the customer. The danger of using low price as a marketing tool is that the customer may feel that quality is being compromised. A further consequence of price reduction is that competitors match prices resulting in no extra demand.
The company strives to differentiate itself from other fast food restaurants by offering a variety of menu items that appeal to a variety of people from those who just want great hamburgers, to those who just want a quick healthy meal.


McDonald's differentiates itself by offering a dollar menu, combination meals, and a free toy with Happy Meals. McDonald's, over the years, has also ran many promostions to increase traffic or product sales.
For instance, the most recent roll out has been the 2004 Chicken Selects premium Breast Strips.
Right now, you can go to your local McDonald's and "try them free." With this new product is offered a variation of the "usual" sauces for the Chicken Nuggest - a Chipotle Barbeque sauce is most commonly advertised. Another promotion was the "Campaign 55" where diners could buy a featured sandwich, like the Big Mac in April, for 55 cents when purchased with fries and a drink. Therefore, McDonald's marketing executives then put together the phrase, "Have you had your break today?" They continued to develop this idea with "You deserve a break today," and now are in the "I'm Lovin' It!" mantra.
McDonald's sees the use of these catch phrases and the use of the Golden Arches as a very successful way of differentiating the restaurants from other fast food competitors. McDonald's has taken price competition out of the picture because the customer feels they have gotten quality, convenience, service, and value - and McDonald's still makes you feel like you are getting a break in your hectic day. Creating catch phrases are only one kind of promotion, and McDonald's uses many kinds of promotions to keep the restaurants at the top of the industry.With the rise of health consciousness it has become more difficult McDonald's to compete because their reputation brands them as cheap food served fast. The firm's response to obesity claims against the organization and other unfavorable public sediment is to add healthier items to their menu and promote and offer health-conscious alternatives to the "would you like fries with that" legacy.
In addition, McDonald's has modernized their advertisements, pamphlets, and website to include nutritional information and addressing diet restrictions. Breaking the unhealthy association is difficult on its own, but with media and movies such as "Supersize Me" adding to the fray, McDonald's has had to look for alternative strategies to keep consumers happy. Sponsorship of the 1998 football World Cup, the Premier League and the European Championships increases awareness of McDonald's brand. However, McDonald's still follows Ray Kroc's community beliefs today, supporting the Tidy Britain Group and the Groundwork Trust, as well as local community activities.
McDonald's has become a known community partner with Ronald McDonald Houses across the nation for the use of families whose children are hospitalized and getting treatment far from home.
This organization has created an image of partnership and community investment with these and other kinds of philanthropic activities.Determining which way to market McDonald's and its products is a very important decision that can either cause products to fail or take flight. McDonald's is concerned about how the firm will fulfill the needs and wants of its customers and in the activities associated with maintaining the relationships with its stakeholders. McDonald's stakeholders include customers, franchisees, suppliers, employees, and the local communities surrounding them. McDonald's has shown care for customers through the decisions to add more healthful foods to the menus, by changing how products are packaged or how foods are prepared, and by philanthropic contributions and sponsorships. The restaurant has developed competitive advantages in the industry of serving quality fast food at a low cost. The keys to its future success will be maintaining its core strengths-an unwavering focus on quality and consistency-while carefully experimenting with new options. The company's environmental efforts, while important, should not overshadow its marketing initiatives. 2)McDonald’s benefit from cost reduction through economies of scale because of its enormous size and its huge global presence allows it to diversify risk involved with the economic performance of specific countries. The company’s outlets are located in areas that are highly known for visibility, traffic volume and ease of access. As a result of this, McDonald’s has to deal with the prospect of looming market saturation, which could make it difficult to add new outlets. 2)There is also an increasing price competition driven by too many competitors, which reduces the company’s ability to increase revenue.
Nevertheless, the swift of the company’s focus from a value menu to a more diverse one has recently limited the negative effect of the intense price competition that was traditionally taking place among the industry leaders. McDonald’s still needs to penetrate in many countries especially in Europe, Asia and Latin America. The company’s aggressive international expansion has left it extremely vulnerable to other countries economic slowdown. McDonald’s keeps up with competitors through expensive promotional campaigns which leads to limited margins to gain market share. 4)McDonald’s is attempting to differentiate itself, with new formats and new menu items, but other fast food industry are doing the same too. McDonald’s, just like other fast food industry, often receives bad press because of its link obesity. The Service of the company allows customers to Choose and purchase Food and services at their own convenience.
Therefore, McDonalds have the advantage of appealing to consumers in a medium that can bring results quickly. The marketing strategy of McDonalds is not under recession to be panic and can develop the strategic options for the company.
It is not under the position to advertise to build it market it is under the peoples mind and have a good priority for McDonalds. Therefore, customers can determine which service or offerings are more appealing to the audience.
The results of marketing strategy can be measured and tracked immediately because the measurements of the performance of the employees are tracked for customer needs.
For example, in the late 1970s scientists announced a possible link between eating a high-fiber diet and a reduced risk of cancer. In 1984 advertisements claiming a relationship between high-fiber diets and protection against cancer appeared, and by 1987 approximately 2 million households had begun eating high-fiber cereal. Since then, other health claims, supported by scientific studies, have influenced consumers to decrease consumption of foods high in saturated fat and to increase consumption of fruits, vegetables, skim milk, poultry, and fish.
McDonald's has dubbed its new marketing effort "Rolling Energy." The effort was designed to focus on increasing credibility with consumers at a time when people are becoming more interested in taking an active role in their diets.
On the higher end, the KFC has become potent competitor in the quick service field, taking away customers from McDonald’s. Perhaps in the new environment, fast, convenient service is no longer enough to distinguish the firm. At this time, a new critical success factor may be emerging: the need to create a rich, satisfying experience for consumers. This brings us to service and experience based competition which McDonald’s can use for competitive advantage.
Keeping in mind the demographics of the area, McDonald’s has Wi-Fi enabled the outlet to cater to the student community. It is for this overall “Food, Fun & Folks” experience that customers pay a premium over the other competitors.
Competition also reduces product lifecycle; inducing firms to revise their products portfolios and to revisit their product market to understand changing needs, expectations and perception of different market segments. This would open up a whole new revenue stream for McDonald’s by tapping into the student and working population by providing a healthy and wholesome breakfast. This study is intended to find out the factors that influence the buying decision of the consumers of McDonald’s products.^ SCOPE OF THE STUDY The scope of the study is limited solely to the markets visited by the researcher for the purpose of research. Secondary sources: The secondary sources were used only for collecting information regarding the sample, they were however not used for analysis. The purpose of these interviews was to understand the consumer, to know their buying processes and to know what the users considered as important.
The objective of the discussion was to understand the attributes that the consumers of McDonald’s products values and to know their perceptions about various brands.
Some of the responses were not complete and in all 80 responses –70 offline through questionnaire and 10 online were selected.Tools Utilized Percentage Analysis Graph Chart Pie charts ^ DATA ANALYSIS & INTERPRETATION: What is your Gender ? Do you think the logo of McDonald’s is sharp enough for you to recognize the location of the branch? Recommendations:Product & Market Strategy To become a more desirable employer McDonalds should aim to provide better working conditions, allow the existence of unions, and increase the number of training schemes. Also, McDonalds’ workforce has a high share of teenagers, although there is no requirement for employees to be of this age. McDonalds benefits from this by paying only the minimum wage but this could be seen as exploitation. However, it is a good way of keeping labour costs down.There are constant and ongoing social changes in the population. In the long term, major menu diversification to accommodate more healthy foods could be regarded as necessary if they want their customers to enjoy their food with a clear conscience.
The fact that McDonald’s will start to sell fresh fruit with the established Happy Meal is a first step towards a menu more suitable to the changed environment.^ Ethical Stance The latest issue that McDonalds has faced is its US Chicken supplier importing illegal workers. McDonalds should have learnt from their mistake in China, where children as young as 14 have been working 16 hour days for as little as $3.
And even in western countries MCD prefers to employ teenagers to benefit by paying them only the minimum wage although young age is not a requirement for this job.
On the one hand McDonald’s receives Government money for educating young people, on the other it encourages the industry to design kitchen equipment that affords less training. This shows that there is still a big gap that needs to be filled by McDonalds as far as educating suppliers, and the number of visits and checks that are made. One way of reducing the gap between McDonalds’ animal welfare goal and its actual achievement is by working with other companies in its industry (i.e. Burger King) helping to increase the humane treatment of animals and by ensuring their suppliers take up their ethical responsibility.
The recent advertising campaign ‘What comes first the chicken or the egg’ helps to illustrate this. Claiming to be the best employer their anti union policy rather suggests a limited influence for employees to improve their working conditions.
Unions are part of a modern society and McDonald’s should consider introducing unions.^ Environmental Policies It can be argued that as an organisation, McDonalds is comprehensively environmentally friendly and does reach most of the stated aims and objectives. The aim in terms of ‘encouraging environmental values and practices’ needs to be addressed more clearly to employees and managers alike as opposed to the specialised McDonalds Environmental Management System so that all employees of this organisation are aware of its environmental duties. Also, there needs to be a way of quantifying all necessary environmental data in order to ensure that all employees are accepting an environmental responsibility.Finally, McDonalds as an environmental conscious organisation also believes in asking the right questions, challenging themselves, their system and their partners. Having looked at the environmental policy of McDonalds it can be concluded that as an organisation it can be classed as socially contributive.
This essentially means that McDonalds wishes to be socially constructive in the community it serves to help protect the natural environment. Recycling is a core part of their policies and helps to avoid any unethical business actions.^ Financial Performance McDonald’s hopes to close these gaps by a ‘heightened focus on restaurant level execution and marketing’. It can be argued that a reduction in significant item costs and an improvement in worldwide economic conditions will both also help to close the gaps.
Jim Cantalupo, the Chairman and Chief Executive,2003, believes that McDonald’s priorities are ‘to fix the existing business, to take a more integrated and focused approach to growth, and to ensure McDonald’s has the right organisational structure and resources’. Risk attitudes can change and vary by industry volatility and environmental uncertainty and several internal conditions also might be involved.
Thus the “four P’s” of marketing (product, price, place and promotion) provide a good starting point for consideration of the requirements of strategy implementation in the marketing function.
The mix of these marketing elements should be appropriate and the plans for each of the elements should also be appropriate.The marketing function is consumer oriented and hence marketing decisions are based on the careful identification of consumer needs and on the design of marketing strategies to meet those needs. The distribution system brings the product or service to the place where in can best fill customer needs. Access to distribution can mean all the differences between success and failure for a new product. Because many products require support from distribution channels in the form of prompt service, rapid order processing etc the choice of distributors, wholesalers and jobbers is extremely important.Promotion is more than advertising. The location, size and nature of markets which the business strategy defines will guide promotion mix decisions and should indicate the content of promotional material as well.
Pricing is a complex issue because it is related to cost, volume, trade offs etc and because it is frequently used as a competitive weapon.



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Comments to «Marketing mix strategies with special reference to credit cards ppt»

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