Assume that the fast food market(McDonalds, etc.) can be segmented as follows in terms of the benefits customers are looking for:

• Family treat- eat fast food as a reward for good behavior
• I like it- eat fast food because of its taste, eating it is enjoyable
• Pressed for time- preference is not to consume fast food but don’t have time for something else
• Real meal- seeking the convenience of fast food but want relatively healthy food
• Meeting place- not interested in the food that much, the fast food outlet provides a meeting place

Questions

• [1 point] Choose 4 of the above segments.
• What would you expect the marketing mix for chains in the segment to look like?
  • Required
    • [80 points] Promotion?
      • Restrict your discussion to advertising. What would be the message? Where would you see the ads? (Ask me if you need me to explain).
      • Pick a chain serving the segments that you chose and find an advertisement on the Internet for it. Explain how it is promoting the benefit(s) the segment is looking for.
  • Choose one of the following
    • [20 points] Price? Explain why this price. (An Internet search on cost of fast food may be useful)
    • [20 points] Product? What would the product characteristics be like? Realize that it is not just the food being offered, service may be relevant. (You might find an Internet search of fast food menu items chain comparison useful. I’m not so sure about this as about an Internet search for price.)
    • [20 points] Place? Where would the fast food chain outlets be located?

Length and format

Double-spaced, 4 to 8 pages long (not counting images, graphs).Keep in mind that this is just a guideline.