Marketing Mix Mkt 421 Week 2

MKT 421

April 30, 2011

Dr. Hays

Marketing Mix

Perreault, Cannon, and McCarthy (2009) define marketing mix as “the controllable variables the company puts together to satisfy this target group” (p. 33, Para. 5). While this definition is intriguing, there is more to the marketing mix than that. There are four elements of the marketing mix, which are product, place, price, and promotion. This paper will explain the four elements of the marketing mix in further detail, while explaining how each of these elements pertains to McDonald’s, a global fast-food restaurant chain.

Product

“The Product area is concerned with developing the right ‘product’ for the target market” (Perreault, Cannon & McCarthy, 2009, p. 36, Para. 4). Both goods and services are considered products (Perreault, Cannon & McCarthy, 2009). In the case of McDonald’s, the product in question is the food that is served. Part of the allure of McDonald’s is that their products are consistent, and taste the same regardless of which part of the world the consumer is in (McDonald’s, 2011).

The product mix offered at McDonald’s includes hamburgers such as the Big Mac, The Quarter Pounder with Cheese and The McDouble. McDonald’s offers a variety of chicken products such as McNuggets, Chicken Select Tenders, and the McChicken. A variety of salads and desserts are offered, such as shakes, cookies, and apple pies. McDonald’s product mix includes a variety of snack items such as French fries, side salads, and snack wraps. The beverages offered with McDonald’s product mix include milk, bottled water, fountain drinks, and a variety of juices. The McCafe lineup is relatively new to McDonald’s product mix. McCafe products offered include espresso-based beverages, available either hot or cold such as latte, cappuccino, and mocha. McCafe smoothies are available in wild berry or strawberry-banana, and frozen strawberry lemonade is also part of the product mix. From opening until 10:30 AM,...