We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Marketing Communications: McDonald's - Essay Example

Comments (0) Cite this document
Q1: Lecture 2 suggests that marketing is about the creation and maintenance of mutually satisfying relationships. Briefly explain what marketing communication refers to when it talks of ‘relationships’ [with support from marketing communication literature]…
Download paper
Marketing Communications: McDonalds
Read TextPreview

Extract of sample
Marketing Communications: McDonald's

However, the presence of a relationship between the firm and the consumer brings about additional value to both parties beyond the exchange of the product (Gronroos 2004: 9). Such a relationship may serve the role of building trust between the two parties, affording a sense of security and control to the customer and minimising risks associated with purchasing. Overall, relationship marketing promotes interactivity through two-way communication that is driven by customer-orientated rather than product-oriented efforts (Kitchen and Pelsmacker 2004). The aspects of relationship building entail commitment, trust, empathy, satisfactory experience and an effective communication. Palmatier (2008) confirms these aspects of relationship in marketing communications, arguing that the enduring desire to maintain the relationship and confidence in reliability and integrity in a partnership context strengthens firm-customer relationships. The concept of relationship in marketing communication has arisen due to the shift in focus from transactional marketing to a customer-oriented approach (Caemmerer 2009). Here, all marketing communication messages are integrated to generate, maintain and enhance the firm’s relationship with its customers. Here, high level customer contact, commitment to long term interaction and customer retention characterizes the concept of relationship in marketing communications. ...
f this campaign was geared at connecting McDonalds “with customers in highly relevant, culturally significant ways around the world,” indicating the appreciation of relationship building by the company’s management. In accordance with the concepts of integrated marketing communications that are relationship-oriented, the “I’m lovin it” message is communicated across various media around the world. Through seeking information about customers’ lifestyles and values, McDonalds shows respect to cultures and commitment to service. Satisfactory experience and constructive communication that accrue from this marketing campaign are indicative of relationship building on the part of the firm. Q2: Explain what is meant by value in marketing communication [by drawing on the marketing communication literature]. Offer one [interesting – not monetary!] example of how your brand transfers value to its customers. One of the most important aspects of the interaction between the firm and its customers is the customer’s perception of value created in the exchange relationship. Gronroos (2004: 103) argues that the interaction process entails the transfer of a value base to the customer, also involving partial creation of the value base with the customers. Importantly, the firm has to discern the customer value systems and processes in order to ensure the customer perceives the created value. The scholar states that the firm needs to align its resources- including the physical product, service elements, information, and competencies among others- with the customer’s internal value processes. Marketing communications focus on understanding the value processes of consumers and managing services and products to satisfy this value. Rowley (2004: 99-113) discusses the ... Read More
Cite this document
  • APA
  • MLA
(“Marketing Communications: McDonald's Essay Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from https://studentshare.net/journalism-communication/60638-portfolio
(Marketing Communications: McDonald'S Essay Example | Topics and Well Written Essays - 1250 Words)
“Marketing Communications: McDonald'S Essay Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.net/journalism-communication/60638-portfolio.
  • Cited: 0 times
Comments (0)
Click to create a comment
Marketing McDonald's in India
on 19 Price 20 Process 20 People 20 Physical Evidence 21 Conclusion 21 Standardisation and Adaptation of a product based on CULTURE analysis 21 Introduction 21 Standardisation and Adaptation based on a Cultural Analysis of the Indian market 22 Conclusion 23 Market entry strategies analysis 24 Introduction 24 The Market Entry Strategies of McDonald’s 24 Conclusion 26 Reference 27 SWOT Analysis Introduction McDonald’s entered the Indian market around the year 1996 by forming a joint venture with Hard Castle Restaurants Pvt.
20 Pages(5000 words)Essay
Signs of American Life (McDonald's Restaurants)
As a land of opportunity, people are free to pursue their dreams and this has driven most of all Americans to value their time and work hard to achieve their individual dreams of prosperity.
4 Pages(1000 words)Essay
Marketing - McDonald's Restaurant
According to the paper the company also puts together coolers of orange munchies with its logo obtainable for local proceedings of all types. This paper will present a rhetoric analysis of McDonald’s Restaurant and various conclusions with reference to the manner in which that rhetoric is truthful.
5 Pages(1250 words)Essay
Lack of communication has resulted in numerous high-profile corporate scandals that rocked the business world including companies like Toyota, WorldCom, Enron, Wal-Mart and the likes. With critical issues such as stakeholder engagement, climate change, and current global issues affecting the corporate landscape, and the rise of media pressures, effective corporate communication has become all the more inevitable (Cornelissen, 2011: p.
7 Pages(1750 words)Essay
How has McDonald's change in the last 5 years in UK
They introduced "Speedy Service System in 1948 and this is termed as the first model of fast food culture. The present corporation was started by a renowned businessman in USA Ray Kroc in 1955. Later he had purchased the stake of Dick and McDonald. From the beginning itself company has been expanding its network using a franchisee concept.
16 Pages(4000 words)Essay
McDonald's Essay
McDonald's is the undisputed king of burgers. Mcdonalds started with a firm commitment to QSC&V (Quality, Service, Cleanliness and Value) principle, which was an instant hit. Without a doubt the base of McDonald's success was in substituting the conventional China glass that people used in other restaurants, for the paper bags.
4 Pages(1000 words)Essay
McDonald's Marketing
McDonald's is the world’s leading global fast food service retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries each day. Its golden arches have become synonymous with hamburgers and are one of the world's most recognised, well-known and valuable brands. It holds a leading share in the globally branded quick service restaurant segment.
7 Pages(1750 words)Essay
(Chris Fill, Second Edition). Marketing communications can be used to persuade target audiences in a variety of ways. (Waller 1996). Within markets exchanges,
24 Pages(6000 words)Essay
practices of advertisement, brand language, branding, marketing, direct marketing, packaging, graphic design, publicity, promotion, public relations, sponsorship, sales promotion, sales and online marketing are generally known as marketing communication managers, or marketing
6 Pages(1500 words)Essay
Marketing communications
This report found out that by 2018, over 77% of UK adults will be using Smartphones. Currently, 61% are using them and over 37% teenagers are users of the said gadget. The two groups do not use the gadget for the same purpose, as one was more
11 Pages(2750 words)Essay
Let us find you another Essay on topic Marketing Communications: McDonald's for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us