4.2 Action Required:

Chapter Name: Read Ch-5 Analyzing the Marketing Environment from the textbook- Dhruv Grewal and Michael Levy (2022) Marketing (8^th Edition). McGraw-Hill Education, Digital Version: ISBN13: 978-1-260-71743-3.

Watch the following Video link and read the summary of the video:

https://www.viddler .com/embed/a0a0a318

Video Summary: In 2008, McDonalds noted changes in its customers' attitudes toward fast food. The company adapted its marketing mix accordingly, developing a messaging program around a set of proof points emphasizing the freshness and quality of ingredients used. The video explains the elements of the program.

The company has moved on to other initiatives since this video was made, based on other changes in the marketing environment. This means that students wont be able to see this initiative in action, but it still serves as a useful teaching example.

4.3 Test your Knowledge (Question):

Discussion Question #1: What changes in the marketing environment led McDonalds to launch its What Were Made Of initiative?

Discussion Question #2: The video refers to a 360 campaign used by McDonalds to convey its message. What does this mean? Give some examples of the components of the campaign.