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A Nice Day at the Beach

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Submitted By jjm008
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Jackson Moore November 1, 15 MKTG 3433
TLAM 9 This week’s resource is a video of Steve Easterbrook, the CEO of McDonalds, speaking on McDonalds’ needs to reconsider its business strategy and turn the company around. This video directly relates to chapter 15 of our textbook in many ways. The most obvious relationships are on target markets and customer service. One of these examples can be seen near the start of the video when Steve says that McDonalds needs to refocus and get closer to its target markets. This directly relates to the section title “Selecting Target Market” on page 493 of our textbook where it claims that, “A retailer starts to define its strategy by selecting a target market”. This is one of the most important things to consider when it comes to a company. If the company does not have a good grasp on its target market then it has no way of knowing how to tend to the demand of that market. Another connection between our reading and the video is that they both have a section devoted to customer service. Steve says that they are going to put more time and effort into focusing on the customer. He says that the company will develop a “sharper focus on the customer… a sharper focus on what they want”. On page 494, the book claims that all of this customer service is done to increase sales by attracting the target customer. Through this week’s video and reading, I have learned about many different marketing strategies and how this relates to McDonalds problem. The video helped to explain many of the terms that were given in the book and helped me to get a better grasp of them. There are many relations between the book and the video but I only mentioned a

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