Marketing
Date Submitted: 02/26/2003 12:53:08
Category: / Business & Economy / Marketing and Advertising
Length: 14 pages (3905 words)
Category: / Business & Economy / Marketing and Advertising
Length: 14 pages (3905 words)
1
BRIOHNY'S ASSIGNMENT
EXECUTIVE SUMMARY
"Macro environmental forces The larger societal forces that affect the whole
micro environment - demographic, economic, natural, technological, political and
cultural forces."
- Kotler et al
Macro environmental forces need to be studied by organisations as they can both
provide opportunities and pose threats.
The fast-food industry is a consumer service; two organisations that operate in the fastfood
industry are McDonald's and Hungry Jack's. McDonald's was chosen because it
is the …
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…The Dryden Press, London.
· Callaghan, B., Mc Coll, R., Palmer, A., (1998), Services Marketing: A
Managerial Perspective, The Mc Graw-Hill Book Company, Australia.
· Fifield, P., (1998), Marketing Strategy, (2nd edn.), Butterworth-Heinemann,
Melbourne.
· Gabbott, M., Hogg, G., (1997), Contemporary Services Marketing
Management, The Dryden Press, London.
· Walker, I., (2000), Marketing Theory and Practice, lectures, Monash
University, Caulfield.
· McDonald's Corporate website, http://www.mcdonalds.com.au/
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