Page 4: The marketing mix
Enlightened businesses respond to the data they gather through market research by providing the best possible marketing mix (the four P's) for their customers. This involves providing:
- appropriate products e.g. chicken as well as beef, salad items, and healthy drinks for children
- the right price: in this case providing food and drinks in a value for money way
- in the right place (at convenient locations) e.g. in shopping areas/malls
- through the right form of promotions. McDonald's spends more on advertising its promotional offers than all of its competitors combined.