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Week 3 Concept Discussion

Week 3 Concept Discussion

Q Evaluate the below video regarding McDonald's targeting strategy. This is a non traditional approach to target marketing for a company. Using gained target marketing knowledge, do you agree with their strategic approach? How does it compare to other industry giants? Do you think the financial investment of so many segment managers will produce long term ROI? LinkLinks to an external site. Post your original post by Wednesday night at midnight. This rubric will be used to grade each week. discussionboard_rubric.docx Actions • Read all other student's postings as the week progresses and return to the thread to respond to the comments of your classmates. Remember to address other students by name if you are responding to them directly. Please begin your discussions by Wednesday of this week. You must respond to a minimum of 3 peers with value added comments by Sunday at midnight CST.

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The targeting approach used by McDonald's is very interesting. They segment based on demographic factors such as age and race/culture. By assigning a different segment manager for each identified target market, they have made it clear that they want to market to everyone, but without using a one-size-fits-all approach. McDonald’s sends targeted messages to their segments based on behavioral and psychographic factors. For instance, by identifying that Asian Americans like to choose foods that have a varied flavor profile speaks to their attitudes, an attribute of personality.