Sustainable and ethical implications

Sustainable and ethical implications are affecting the marketing through promotion of
products according to the ethics. There are various brands who have products contrary to the
ethical standards so they are also found to follow the rules. The sustainability can be defined as
the organizational activities to support the social causes and doing for the community something
more than the products and services providing responsibility(Vermeir and Verbeke, 2006). The
organizations with higher rate of sustainability are more effectively working in the long run. The
rules of the organizational sustainability and the ethical standards are maintained according to the
state or country regulations in which they are operating.
The major examples of the organizations who are supporting the social cause and ethics
in their community are including the KFC, Dell Inc. and the HP Inc. among the major
international brands(Charter, Peattie et al., 2002). They are not only supporting the sustainability
through philanthropic actions but also focusing over the sustainability through recycling the
products (Crane and Matten, 2007). The sustainability is based upon the legal responsibility and
the ethical responsibility so it can be said that the ethics and sustainability implications are
affecting the marketing promotions at the same time.
Summing it up, the marketing promotions are feature now the care for you, the customer
is the major care and the assets or the customers relief is what the organization is looking for are
major causes or the influence over the promotions. The implications for the changes in their
interaction and later on development of the alternatives are grounded over the sustainable
movements by organizations. Caring for children and charities are also highlighted by major
brands. Banks are reporting that they are making everything easier for their customers and the

small level stakeholders. These promotional slogans are highlighting the way the customers can
put their trust in the brand names.

References
Charter, M., Peattie, K., Ottman, J. and Polonsky, M.J. 2002. Marketing and sustainability.
Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) in
association with The Centre for Sustainable Design, April.
Crane, A. and Matten, D. 2007. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization: Oxford University Press, USA.
Vermeir, I. and Verbeke, W. 2006. Sustainable food consumption: Exploring the consumer
attitudebehavioral intention gap. Journal of Agricultural and Environmental ethics
19(2) 169-194.

McDonalds Market Segmentation, Targeting and Positioning

Market segmentation
The global management of customers involves management of segments geographically
resulting in potential growth and success of MacDonalds. geographical segmentation was
adopted by company for covering the countries of US, Europe, Asian Pacific, Middle East and
Africa until last year 2015. Keeping in view the increased production and growth the company
decided redesigning segmentation by effective combination of markets having high growth
potentials(2015).

Target marketing
MacDonalds is having global visibility and is known in the world for its fast food. The focus of
company is not limited to a certain market but it involves many markets for targeting customers
around the globe(2015). Target market involves capturing customers from different strata and
different socio- economic groups including people of all ages; children, men, women, young
people and older generation. The company has recognized the importance of targeting different
income groups and providing the, food variations according to their needs(2016b). MacDonalds
is also involved in reshaping marketing campaigns and attracting more customers including
children and youth(Sharan, 2011).

Market positioning
One important factor of MacDonalds success is the selection of effective marketing positioning
that has allowed the company to target masses by offering different range of food. The company
is among the biggest fast food sellers in the world that is involved in fulfilling the demands of
larger population (Business Insider, 2016). MacDonalds is also known as biggest fast food chain
runners(2016a). The main factors that company considers while offering food to its customers
are high quality service, providing value addition to customers fast service and food
variations(2015).

Bibliography
McDonalds UK, 2016. What Makes McDonald's. [Online]
Available at:
http://www.mcdonalds.co.uk/ukhome/whatmakesmcdonalds/questions/running-thebusiness/business-strategy/who-is-your-target-market-audience.html
[Accessed 27 November 2016].
McDonald's, 2015. Annual Report, Illoins: McDonald's Corporation.
Sharan, A., 2011. McDonald's says youth are primary target consumers. [Online]
Available at: http://info.shine.com/article/mcdonalds-says-youth-are-primary-targetconsumers/6850.html
[Accessed 27 November 2016].
Statisca, 2016. Value of the leading restaurant brands worldwide in 2016 (in million
U.S. dollars). [Online]
Available at: https://www.statista.com/statistics/407892/brand-value-of-the-leadingglobal-fast-food-brands/
[Accessed 27 November 2016].

Amazon Pricing strategy

Amazon has used an effective pricing strategy that provides its competitive edge over other
competitors. Amazon provides different categories to customers and they can purchase a brand

new copy or used copy at prices that are below competitors. Is also allows fast delivery to
customers who are having premium accounts. Efficient use of staff has allowed Amazon to keep
its prices low. In Christmas Company changes its pricing and reduces it for customers. Company
has been notices reducing prices over 80 million products in a single day.
Amazon is still focused to earn high market shares in online retail industry under competitive
pressures. Website of Amazon is loaded with Friday deals, offering smart phones, wrangler jeans,
rings and other products. Every day company is mentioning new deals on its website. Company
is motivating buyers through selling products at prices lower than market. This is the only
company that is changing prices most frequently especially on national holidays for targeting
large customers(Loeb, 2014).Amazon is selling products at prices lower than wall mart even on
popular products that are highly visible in retail markets. Lowering prices compared to other
sellers has allowed Amazon to attract millions of customers every day(James, 2015).

An investment bank (William Blair) has conducted a recent survey highlighting the price gap
between Amazon and its competitors. The table indicates comparison of 100 goods among 24
retailers in USA and products are also available on Amazon. The comparison shows that all
products were sold on prices that were 11% less on average compared to other retailers. Amazon
also offers huge discounts on many of its products(2011). Analysis of pricing strategy reflects
that company is not targeting to achieve high revenues but it is targeting to attain high branding.

References
James, K., 2015. Amazon's price strategy secrets: how to use them to your
advantage. [Online]
Available at: http://www.csmonitor.com/Business/Saving-Money/2015/0602/Amazons-price-strategy-secrets-how-to-use-them-to-your-advantage
[Accessed 26November 2016].
Loeb, W., 2014. Amazon's Pricing Strategy Makes Life Miserable For The
Competition. [Online]
Available at: http://www.forbes.com/sites/walterloeb/2014/11/20/amazons-pricingstrategy-makes-life-miserable-for-the-competition/#3f26be8d2401
[Accessed 27November 2016].
The Economist, 2011. The internet giants new tablet computer fits its strategy of
developing big businesses by charging small prices. [Online]
Available at: http://www.economist.com/node/21530980
[Accessed 27November 2016].

Consumer buying behavior

Basically consumers behavior are important for marketers and it is very important for
marketers to understand the behavior of consumers such as how they feel, understand and how
they select from alternatives of products, services and brands. There are different factors that
have strong impacts on the consumers buying behavior such as culture, personal, social and
psychological factors. According to researchers consumer behavior can be defined as different
actions of individuals in order to obtain, use and dispose economic goods and services, in these
actions decision making process is also have worth. Consumer buying behavior are very complex
to understand for marketers so marketers study behavioral sciences to understand, predict and
control the behavior of consumers. In sum, risk aversion and innovativeness are the two major
factors that influence the Consumer buying behavior(Solomon, 2014).
Risk aversion can be defined as how much consumer need to be sure about purchasing a
product or service, in the case of high risks consumers are very certain about what they are
purchasing. On the other hand in the case of less risks consumers are uncertain about what they
are purchasing as described in marketing class (Abideen and Saleem, 2011). The second factor
innovativeness can be defined as how consumers are able to experiment with new ways of doing
things. Some consumers are motivated enough to experience new things and new ways of
different products and services. Packaging, quality and price of product or service also have great
impact on the consumer buying behavior(Durmaz, 2014). In short consumer buying behavior is
very complex as well as important for the success of an organization.

References
Abideen, Z.-U., & Saleem, S. (2011). Effective advertising and its influence on consumer buying
behavior.
Durmaz, Y. (2014). The impact of psychological factors on consumer buying behavior and an
empirical application in Turkey. Asian Social Science, 10(6), 194.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being: prentice Hall
Engelwood Cliffs, NJ.

Importance of marketing research

It is important for successful companies to keep the extensive information about their
consumers and opponents. Market research is a process that can be defined as gathering the
information about what people expect from your company and what they react about products
and services. Market research helps an owner of the company to make right decisions based on
current information. Business decision making process also involve factors of marketing mix
such as price, promotion, product and place(Kozinets, 2002). These 4ps also play vital role in
marketing research. Marketing research can help an owner of organization to understand
customers and their preferences, indicate the opportunity to develop and enhance profit,
recognize plans for organization and economic shifts, control the opponents in the market place,
and reduce the chances of risks in business decisions by using existing information(Hair Jr and
Lukas, 2014).
This is effective for the marketing class as Market research can be conduct in two ways
such as primary research and secondary research. The focus of research is to determine who my

customers are and how I can keep my customers happy(Chaudhuri and Holbrook, 2001).
Research includes customers profile, goods and services which customers demand, satisfying
customer by offering reasonable price and high quality of goods and services and experiences
with the opponents in the market. Marketing research is very critical aspect but is the important
part of business owners plan. Owners of the organizations or companies accept the importance
of marketing research and consider it a strong tool to face competitors in the market. The
marketing research is supporting for the marketing and promotions analysis.

References
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect
to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Hair Jr, J. F., & Lukas, B. (2014). Marketing research: McGraw-Hill Education Australia.
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in
online communities. Journal of marketing research, 39(1), 61-72.

Social and Cultural Issues in Marketing

Social and cultural issues are including media and our traditions as every community has
its own culture. The issues can be removed in the culture through effective measures. The
technology and the marketing have strong emphasis over the changes in the effects of marketing.
These issues will be highlighted in this study. The marketing of the products is affected by the
social media feedback, negative complaints for brands and nature of the impacts.
Social Organizations are affecting the promotional; choices. It encompass the interest
groups, social institutions, status system and kinship. The decisive factor in marketing is role of
women for decision making. The Zara Inc. brand and Walmart are two major marketing brands
who can show the role of women in making decisions for marketing(Sultan, Rohm et al., 2009).
The Zara Inc. has changed its marketing strategies for different regions.
For the cultural impact, the organizational existence in the culture is affecting its
promotional preferences. The china is a family driven society whereas the developed countries
like Germany, USA and UK are driven through the individualism. It can generate more
supporting evidences for the work life balance. The IKEA is different in promotion for Chinese
market and UK region. Starbucks is working through social environment requirements in more
than 90 cities in the china(Kozinets, De Valck et al., 2010). They are charging 20% more for their

Chinese market and promote the brand through social media and online account for the
information as well as feedback(Lee and Kotler, 2011).
Summing it up, the major marketing channels for advertisement and promotion are online
and offline channels. Social media is used in all cultures but the collectivism countries are
emphasizing more over the discussion and newspaper media for promotion of information. The
Chinese market consumers are preferring brand credibility whereas US based consumers are
preferring innovation.

References
2011. The internet giants new tablet computer fits its strategy of developing big businesses by
charging small prices. The Economist.
2015. Annual Report. Illoins, McDonald's Corporation.
2016a. Value of the leading restaurant brands worldwide in 2016 (in million U.S. dollars).
2016b. What Makes McDonald's.
Abideen, Z.-U. and Saleem, S. 2011. Effective advertising and its influence on consumer buying
behavior.
Charter, M., Peattie, K., Ottman, J. and Polonsky, M.J. 2002. Marketing and sustainability.
Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) in
association with The Centre for Sustainable Design, April.
Chaudhuri, A. and Holbrook, M.B. 2001. The chain of effects from brand trust and brand affect
to brand performance: the role of brand loyalty. Journal of marketing 65(2) 81-93.
Crane, A. and Matten, D. 2007. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization: Oxford University Press, USA.
Durmaz, Y. 2014. The impact of psychological factors on consumer buying behavior and an
empirical application in Turkey. Asian Social Science 10(6) 194.
Hair Jr, J.F. and Lukas, B. 2014. Marketing research: McGraw-Hill Education Australia.
James, K. 2015. Amazon's price strategy secrets: how to use them to your advantage. csmonitor.
Kozinets, R.V. 2002. The field behind the screen: Using netnography for marketing research in
online communities. Journal of marketing research 39(1) 61-72.
Kozinets, R.V., De Valck, K., Wojnicki, A.C. and Wilner, S.J. 2010. Networked narratives:
Understanding word-of-mouth marketing in online communities. Journal of marketing 74(2) 7189.
Lee, N.R. and Kotler, P. 2011. Social marketing: Influencing behaviors for good: Sage.
Loeb, W. 2014. Amazon's Pricing Strategy Makes Life Miserable For The Competition. Forbes.
Sharan, A. 2011. McDonald's says youth are primary target consumers.
Solomon, M.R. 2014. Consumer behavior: Buying, having, and being: prentice Hall Engelwood
Cliffs, NJ.
Sultan, F., Rohm, A.J. and Gao, T.T. 2009. Factors influencing consumer acceptance of mobile
marketing: a two-country study of youth markets. Journal of Interactive Marketing 23(4) 308320.
Vermeir, I. and Verbeke, W. 2006. Sustainable food consumption: Exploring the consumer
attitudebehavioral intention gap. Journal of Agricultural and Environmental ethics 19(2) 169194.