SECTION 1
You are to watch Video 10: Repositioning McDonald’s You can view the video by going to the Online learning center at the course web site: http://www.mhhe.com/hawkins12e .
1) How effective were McDonald’s efforts in addressing the five communications issues posed in Chapter 1 of the text? Explain.
2) How effective was McDonald’s “What We’re Made Of” campaign in its attempt to change consumers’ perceptions about its menu offering? Was McDonald’s successful in its repositioning efforts?
3) How has McDonald’s tried to change the cognitive component of a consumer’s attitude with its proof points (food facts) on its food packaging?
4) Given that McDonald’s has raised the bar in providing consumers with more product choices through its expanded menu strategy approach, what can competitors do to decrease its effectiveness? What consumer research could be conducted to help reveal possible opportunities for competitors?
Minimum 2 Substantial posts per week (together worth 25 points), each including:
* 2 Paragraph, detailed answer to the question
* Citations from sources other than lecture or text
* Original material
* Correct spelling and grammar
* Posted on time
Points will be deducted if the quality is lacking or the post does not discuss the topic provided.
SECTION 2
1. Complete Chapter 4 Exercise 1 (page 167) and submit via the link above.
***All work must be shown. Answers without supporting work will receive ZERO credit.
2. Complete Chapter 4s Problem 5 (page 179) and submit via the link above.
***All work must be shown. Answers without supporting work will receive ZERO credit.
