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Marketing Mix Paper

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Marketing Mix Paper
El marketing es esencial para todas las empresas, sin ella la compañía probablemente no tendría éxito sin algún tipo de comercialización. El marketing no es sólo la publicidad como algunos podrían pensar, cuatro elementos componen el marketing mix. Se trata de productos, lugares, precios y promociones. Cada uno afecta el crecimiento de las estrategias de marketing de una empresa y tácticas de marketing de diferentes maneras. Una empresa que sabe todo acerca de la comercialización es el restaurante más conocido de comida rápida en el mundo: McDonald's.
El producto es un elemento esencial que hace el marketing mix. “El área de producto se refiere al desarrollo del derecho del “producto” para el objetivo del mercado” (“”Perreault, Cannon & McCarthy, 2011). McDonald’s ha desarrollado el producto adecuado, sirve comida a millones de personas que consumen a diario en todo el mundo, el hecho es que el producto en general, es consistente y le gusta a la mayoría de las personas. “Los productos de McDonald’s son muy reconocidos, estos incluyen hamburgers regulares, hamburgers especiales como el quarter pounder y su especialidad el Big Mac por mencionar algunos. También ofrecen una variedad de comida de pollo, como los famosos nuggets y sándwiches de pollo, por la presión de la sociedad de esforzarse por comer más saludable, ofrece la variedad de ensaladas.
Por supuesto sus sabrosos postres que son: sundaes, shakes, and apple pies, los productos de McDonald’s se han expandido a otras opciones con el fin de mantenerse sus precio con el alto costo de la economía y a los consumidores opción de comida para llevar. McDonald’s también atrajo a los bebedores de café introdujeron McCafé, estas bebidas son con base de expreso y se pueden tomar caliente o frío, ofrecen desayuno su menú incluye McMuffins , McGriddles, Wraps, hash browns, galletas y pan caliente”, ("McDonald’s ", 2012).
Siendo es una compañía global, McDonald’s tiene para ofrecer determinados elementos de menú diseñadas para otros mercados. Por ejemplo, “la cultura hindú en la India consideran a la vaca sagrada por lo tanto, no comer carne de res, esto demuestra que los consumidores en todos los mercados se puede encontrar algo para ellos en su local de McDonald’s preferido,” ("McDonald’s ", 2012).El lugar es otro elemento vital para la mezcla de marketing. “Una tiene que ver con todas las decisiones involucradas en conseguir el “derecho” del producto al lugar en el mercado de destino” (Perreaul, Cannon & McCarthy, 2011).
En otras palabras, si un producto no está disponible para el mercado objetivo, será incapaz de vender, McDonald’s no tiene ningún problema con el lugar. “McDonald’ se puso a disposición a todo el mundo, 47 millones de consumidores comen en McDonald’s todos los días. McDonald’s opera en 119 países y cuenta con 32,737 localidades, de estos lugares 6,399 propiedad corporativa y 26,388 son franquicias, cuentan con servicio de Wi-fi y gift cards,” ("McDonald’s ", 2012).
McDonald’s se ha comprometido a las comunidades aledañas a sus lugares, por ejemplo, la Casa Ronald McDonald objetivo de beneficencia es “ofrecer a las familias y la estabilidad de los recursos para que puedan mantener a sus hijos sanos y felices”, ("Ronald Mcdonald House Charities", 2012). Hay 290 fundaciones Infantil Ronald McDonald’s en 52 países. El “programa de Ronald McDonald House ofrece un “hogar lejos del hogar” para que las familias puedan permanecer cerca de su hijo hospitalizado por tan solo poco o ningún costo”, ("Ronald Mcdonald House Charities", 2012).
Ronald McDonald House Charities también ofrecen cuartos que proporcionan un cómodo refugio por las preocupaciones de tener un niño enfermo en el hospital, mientras que permanece cerca del niño. Ronald McDonald Care Mobile viaja por el mundo y ofrece atención médica a los niños pobres. Además, Ronald McDonald House Charities dan su aportacion a organizaciones sin fines de lucro que ayudan a los niños y les ofrecen becas a estudiantes meritorios de todo el mundo ("Ronald Mcdonald House Charities", 2012).
La promoción es también una pieza esencial de marketing mix. “La promoción tiene que ver con contar el mercado de destino o de otros en el canal de distribución sobre el “derecho” producto”, (Perreault, Cannon, y McCarthy). Las promociones se realizan ya sea para atraer a nuevos clientes o para mantener los actuales. Una manera en que McDonald ha conseguido es mediante la creación de consignas que describen no sólo los productos, sino también la experiencia asociada con McDonald 's. Mediante el uso de estas frases pegadizas, se recuerda a los consumidores sobre el producto.
A continuación se presentan algunos de los eslóganes más memorables de McDonald: “Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun” (1975), “Nobody Makes Your Day Like McDonald's Can” (1981), “Good Time, Great Taste, That's Why This is My Place” (1988), “Have you Had your Break Today?” (1995), “We Love to See You Smile” (2000) and “I'm lovin' it”, ("McDonald’s ", 2012).
McDonald’s también se comercializa a los niños a través de la promoción Happy Meal y Mighty Kids Meal. El Happy Meal es una selección de nuggets, hamburgers o hamburgers con queso. Ofrecen lados los niños pueden optar por tener ya sea rodajas de manzana o de una orden pequeña de papas fritas. Los niños pueden elegir entre una opción de bebida saludable o un refresco. La comida Mighty Kids de McDonald ofrece las mismas opciones que con algunas excepciones, los niños sólo tienen la opción de Nuggets de seis, o un hamburgers doble con queso, cada una de estas comidas viene con un juguete. En la actualidad, los Happy Meals y Mighty Kids Meals, vienen con los juguetes para niña, niño y a menudo, McDonald’s promueve juguetes de las nuevas películas. Otra promoción que promueve McDonald’s son sorteos, cada año desde 1987, McDonald 's se ha unido con Hasbro para una promoción de sorteos del juego monopolio. Los consumidores ganan y unen las piezas del juego que ofrecen premios instantáneos, como comida y descuentos a diferentes tiendas. Las piezas del juego que no son "ganadores instantáneos" se basan en el monopolio del juego de mesa cuadrados. Las piezas del juego, por supuesto, se encuentran en los alimentos o bebidas, por lo que a fin de obtener las piezas del juego, la comida o bebidas deben ser compradas.
La pieza final de los elementos del marketing mix es el precio. Este es un factor muy importante en la comercialización. Con la economía suelen ser una montaña rusa impredecible, los precios deben cumplir con los consumidores sus necesidades y deseos. El precio es una ventaja importante para la competencia también. Por supuesto, el precio más bajo gana McDonald 's ofrece una variedad de opciones de valor para el consumidor a considerar. El menú de dólar ofrece pancket, salchicha, pequeño café, papas, un McMuffin salchicha, o un burrito para el desayuno.
El resto de los consumidores al día puede disfrutar de una orden pequeña de papas fritas, un McDouble, McChicken, un helado con chocolate o caramelo caliente, una bebida pequeña, o una ensalada por un precio módico. McDonald’s ofrece una variedad de comidas de valor que abarcan los productos de la firma McDonald 's, estas comidas combinan los productos que se compran a menudo juntos, ofrecer al consumidor un descuento al comprarlo en combo. En el desayuno, las comidas valores vienen con un pequeño café y papitas fritas, en el almuerzo, vienen con una bebida mediana y el orden de papas fritas medianas. En general, la estrategia de McDonald’s está relacionada con la ubicación, el precio justo para el mercado de la derecha, McDonald’s sabe el atractivo de valor y utiliza esa estrategia de forma coherente. El precio es todo lo que un consumidor, puede disfrutar de un producto determinado, sino mantener los clientes contentos con el precio, entonces la empresa que está vendiendo ese producto ha tenido éxito.
El marketing mix se compone de los cuatro elementos: producto,lugar, promoción y precio. McDonald’s utiliza cada uno de los cuatro elementos en una forma única para mantener sus productos prevalente en todos los aspectos de la sociedad moderna. McDonald’s ha logrado mantener la coherencia dentro de sus restaurantes de todo el mundo a pesar de que la mezcla de productos es muy amplia. McDonald’s no sólo lleva a las hamburger tradicionales, como el Big Mac, pero las alternativas saludables, como ensaladas y jugos en vez de refrescos.
McDonald’s se ha colocado en casi todos los rincones del mundo, 199 países para ser exactos, lo que ha hecho la colocación de McDonald 's accesible a casi todo el mundo. McDonald’s promueve sus productos en muchas maneras, incluyendo consignas, los juguetes de marketing a los niños, y el monopolio del sorteo anual. Por último, los precios de los productos de McDonald’s son basados en el mercado donde se encuentre el restaurante. Sin embargo, el menú de dólar consta de varios productos y los precios son uniformes en todos los restaurantes de McDonald’s. Independientemente de la estrategia de marketing, McDonald’s ha hecho un lugar para sí mismo en todas las culturas alrededor del mundo.

Referencias

McDonald’s . (2012). Retrieved from http://www.mcdonalds.com/us/en/our_story/our_history.html

Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (18th ed.). New York, NY: McGraw-Hill Irwin. Ronald McDonald House Charities. (2012). Retrieved from http://rmhc.org/

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