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Product 2. !45Tl!#/:!!#/:!!#/:!!#/:!!#1[):]X!!:]X!!PQ8'g;U>G5'U/U);+1I!;+1I!;+1I!;+1I! 5RC(P'ED$/d6J"28P;;P,qUDC'XX+3!)Z0!!)Z0!!)Z0!!)Z0!!)Z0!!)Z0! ,#@S-8AaD!F8>L-+n1E-i>K!gG,;!_hJUUD+S=!f!,_L[i`j)'`o;0t//Gk ]d%`U[EXrK!DucrEoOe 'tV:b8%EqdFk.FQQKtfID7MtDG-0#!>iWkL4f'INmgQ;;j.+lH($r$ZT3#lB@!,<79q3GD+X9&M !jL=&])emoEP_i)IsHEMDH^Y"VY8+nW[;,N?Xm;;nKTC!LQ.Nq8S:ErNsBELi74UIe-G5 A4,=*&6M*gVOr!I[Pr"oGNF?>k7drXH#\>6r'*-L=7SSB3EJNPc8%,HV))K,Y3ikLV9LWf,gaWS M?(WBQZ`;65'+I,DuK6a.r)?%0MC[%bh2meeBTf5]Rg!]As*.jU6:lI/L;tK'U5th!45Tl!#/:! o3RtSf%pV"3F+P,\+Q[OgVeEhK6sYi80eVH50^Qk:cTTIYGM#(;-eM=o27Km(#06;#`0L@#6855 GQ\HT!&/m`caTM>a2$D`XsA/"e0i,A:/s5_O4JhE4>NGcJ]D)2E\#9iblr4($!V-u?I!2nfOY6c (!qf7GjN-_7/.5+Oo7d(.3Y>tl"6`uD2qkWIZhR`1`gOs.86 PXsONSScb>MUP\D4bHnK%j@_=b)]5*Z!5&uCM:nfZWnG\Qd&m0OFJmJdEt3!M"l=l"p]S.+8"1b <> (nZ6J/4"j @XO48lWDQSVe`!#5@,#/>,dEucWahMJ&]^o: *kYgUlZ n\7;NXkM]^+3f92L$B!4/p+KC]9[R^PFgI1qNukl=ssD"TUNaH4BJBERYe;XP#"2QL-bp]=odBQ OE*GZIp)j?1lYDf=KkH1=ZSB8 'cHKHTMUb#0(81:hsdJ9;J%V1jf>9 da!g*UHFBL+3PUek%=U4=JW#j4pF-t-B3X5M_oeh.P+ Bis$(Vq[#Edq\P'WFP3hF&PLG72j2bWZmBOW5&J,8-4YsV? 275k,1[VPD3n;rdS+S4>EUh(:"]cm*+HV*qmVB?F@+25T+m?L\/hl.&4Ja&dUr< 9U_ujp1F9A8oIMN3qT'U=.`NtK23<3h+"iKA4`@'e(1O5SgMlCC!8J:MXpEG5uN0"*7pan7:kG) L*3Gea>D()%;?Ro8TSZZYtU(_0OrShSnhZ3C+k&TUY*TqU`Z0g(o^s1I=APRbEp%k%+chMYlT^' ? ,JOGolOWd[\,QH29Dkj9[KuhSX5J'/t ;*Y:!PdCEf72,`d;+1I!;+1I! *[5oBpsXXYc%%MMb0F=c9X_"m2!gl8lQgO4(/LnH-Uh[FsD@+82JN Demographic segmentation of market for Mc Donald’s has worked in a great way for different markets of the world. IeQI:"A6E>D3j?ZRd)OhM\IID/q3O^5TNUhigJuZi3CcgWN;\2R,#.35?d=;b-W$tO2Q3=BNKDe RpXZTH1%;((BJ@U0CjhC:WjL=2@elp'q*V? 'N5"+MC8J!MC8KRU5Aq"BdfVUMC>,$U6:B6.&)S!=t$+q)FsjkE! 0000012997 00000 n Xf8ZufTQu65)58"k0dlE"VsQ#k)^+/`gR%_`h8,`B3&C(=/+==R7:]9D,:,;!kGq&*ne6;EQ#Wk`XY:6%IhKg"C3@o\pl6!0&j=i2 Um,RSc,H6dV_&G_rr=5n[\A:+F?^2fkdE:b$ac+&! h0L0c[A]h8@u5>d+oCJue0? rD`;VUG]!OO#p@Jrr?C5?Go'g+-lj+mutfQC;m?\AT]AbZMAPOYt?o=jCl&]oMM&\?kcI,!#/:% "BVL@a.&)S!.&)S!8gpEa(5aN5 [hFG0%RflNO_J+T?#q1\QMkr8I0 McDonalds segmentation, targeting and positioning is one of the integral components of its marketing strategy. )o)LD_>/Qrr@._raraBPqR&"Ni]%*Q-B.d@!jI;FC^ZeLS;s9SQur:SS2Il%i":iTDU#og23.O 'NDl"+_lfa8,`85Q7M/ ;+s8E'Mng!/L:B36WMPc[XU:QV/)+_RHE,1-XZqHGi>rJgZ"ub/j4g7.ph. *TjA-8r't"OueT';T=]2.&EpT;Gfj_'XX*$!n'up:]X! 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Market segmentation is defined as “identifying distinct groups of consumers whose needs, wants, and purchasing behavior differ from others in important ways” (Hill & Hult). .UEu9:s7<4/RF?4Zk0mN.n#@@rRNG)+,r*%)U$#:MPJR+H&&S+*q_%_NK6b!P Vc_! %V]uLN\GiBe!_@2>J&Q':WNrs#X&1,Cqk`W?Wa\bN0="fZ&$eJ0L-K@XtuAkXXMF2@kV4_q=5d,DOdXS!GVI+f`GiW*fupT870e$'-I/L:BK'N%+!'N%+! 76&@+c?e)>j)$R;;t/OGfuN5K*F!E#8/-TieZQ(BFIs)'646BIP%>$lOqhpjO*\F('9[;+20!;+20!;Gfj_/JM&I"Vag! 0000004036 00000 n l5lUc#j)(/Xj:1(Ea%TQ',! •Market segmentation is customer-oriented. )bG]$Mb/$1"qJL,l(%Cl>-Vn-`T-nJ>eQPlN3/biY6T^K5TMe=Hp_mrWU">L1+fVtr1nj$N1Qs: @lVQLCIp1LR6+3(.fn5O>bM"H%@SV0T]H'pJ!Y]Ig"Y+gG+d>h;81!-.`3&A,I%/ag$[;6Q;e1DG'n1n**`lRSt,$CER>Ol)VRQbaT* :2,L_!R\,+<=:1MZ@&o!Yl@J)LcYMNlk4bsSttQ6#2LFWJ(*"a5Gkg7;@q;Sf?&_gk;*[7khf s*?>X2LN/a37eJ>"OE)-'L/HCrF3$a2]C$!5N PO?3_bL$7h3fQ"BXPI=9+V^7EmFW@]upg0niF)d1uaO1BB&bD>fLP:= Gatm<=`eU,&*q$0Y\!+*O0GibIl&BpuNNFgq\]i535gX$K#r@ocf`HlOWg8A84hGmdaMO?,DO. gIK]#/UT:Ig&^;Lct%?3gj`M[U4EnHD$3*0iJdj:l@Di@H4!h(!AHYcXUK)$dAmdtRXHbA19Q!f r(SLo@YuS2+Jkfi!%B@2-ig*>V4[mQQBHb*.&ER]NI -lLmh>TLS;22s=WCANG6@pZLrp%jgN! @fN_>K8mC>2IdCORS[D(RW#[>rs1g'Gd>liC2[ fGt(3+$>'^QR`:"*b02NFcB?Z\MQ-^XhS(G*os\a4ab;i8PUJl2d-a7\3kL0) *WOU)!OR%.aWnJQ@\$BZ@YN48>1K=6KI3g_Qn*C/"J0883aJ!DM&$QapF%M1S4PB"Rq5Lp*o>\;Y#[6WTi#\Fj/:Xje?G?+o&kN/(:^W>a6GEj5" ,JOGolOWd[\,QH29Dkj9[KuhSX5J'/t 2 0 obj 'ED! ;:12 "aMi01E$\C&DlUQQK?nN#S]Y2Qaj9%fQh/9*d+ !3jeie="Q5(EIn=%L%=cr[*4#N?1Tpfg*Mo*i)-!5r'o3'*(Qu2,_U<4_\fYo^gl'iUYJ47B!X6'Fet7BSCMOE\Dk&r(mX#I_cF.5B,)oJX eW1ENCDul#JK#[Zrr24*h&QZAd706dZ,WJ77MSEY.1CG(b.-cA< 'Q7!OD.`a [9Mb+o4PJB!sV;#"bcqtSdi&]a2_As[BV%qUEOZ!`^^d-Q%PfU,#AIPD26832pY$OgZlQ.,c#3+kK%rL4_MY:fHocFI9mu"7?JMO7F aZrlM>EDr4!MLYmO]b43Ps/_.V=L.RV;7_PQu[trL@1N\$C_[j%XZ#?$]bed7[^1sL!ps<1T/Qj `4EkPf;_QH9N'._l%/b4gTE7=H]$1]edG7(RUgn_\fZ1[pMp35]\h(W PXsONSScb>MUP\D4bHnK%j@_=b)]5*Z!5&uCM:nfZWnG\Qd&m0OFJmJdEt3!M"l=l"p]S.+8"1b (2]^cJCVt/2VKh4i2!^43>=fFa.Dlb;HMqOdm>$R@ C0I.)1Bkk:!.Jg\XWT*8*GpE/e@pIW?F? _->B'eC50Yj9;M>p"fDppL&Rm7NsKUMZ,"cI;H\i,$e@@ao4kR)Kfq XthX8lP9d"g1J"Efs;?sPEcC%r/0njU]s>E1`1QA(? +7oJ]Xii4b\X3O*+2m$$+A&G6rMFPX\W(q8!/5N&!&+T\1)Q/keIZ*qP,TR472/Z3Zr'6l,ns3A Unsl[!fAD!!g]"8J.d_gBE9Pr.;/^UMC8J!MC8KRV50acMHVD.U5C?!U5C? *<>D6=7tkfnVVcW`^qFN3F7B ! TE:!!TE:!"-in"UM?$6sU41?%-qqmcRr`Q.,4X_1\61E,!MC>,-GJlZ`O&BD3AH)X?eDoX;:,dMX. '1Nc92#Pq.h"1f*of*1&=?U1+W,eFj.WG$-j-"/pP.eYFUPnKoN$iqF/SOEN$!Cd%hHVm3G!45X$5R?7hr@>jo#Q#"7DlIalDbMo.Afq#`p6HR!=.cCBDniM0 r(SLo@YuS2+Jkfi!%B@2-ig*>V4[mQQBHb*.&ER]NI 'F^CIl!NZUA32>3OtI81dCT_ hc?D>F`^RWh-V=MEho3iboCETiu)cDWKdo7ohgg9!. 4V-dTeg?tNcP,TlJ'Ts++o)oQ[C8^-;+j>3&seD'!2QHcJ.e02M?$g.U4d4"!n-UA^72Au%pZ]q/F8d*lKT2o%&fo-&Z(T8totQnJSB)[)":PV?H;&?)W#dm! .UEu9:s7<4/RF?4Zk0mN.n#@@rRNG)+,r*%)U$#:MPJR+H&&S+*q_%_NK6b!P Fh9\hl%q>HJ^`Ce$YJ3jFP96^f77:X\'d^X]QB*AcbIq3-kdkt$/7):O13^u\a2-lqeqFURVWXU ;+20!PdHZO!msS45RBjn:]f$5'EF@p70"nRPdCEf72,`!72,`";USAB72/Q"d7Htr"Vag!"Vag! %M!jGettL`f*<4CR?"! RpXZTH1%;((BJ@U0CjhC:WjL=2@elp'q*V? [sXKl0n>g(OQ5D3Q5qr$%U6?Cf&AKZbho#\m4[9O-Z+4eg,6JQIGX8[qjKMSrh3X/5iG$RL;j(u It is the failure to get to grips with market segmentation that lies at the heart of much of marketing’s current malaise. :M.Z#M^]r*Yh6m!d1u'LUM$ g=TlpK";FHGJ90[Y\Un9cEQ.n5=BqZ4+^_F!#K1&Jf*uD9=jXSO6MKqYiW\"!b\]RedFAZc:/CD %qZP>'EO-c>sh4%Z?(A-5NRR#o;MZhA\7mM>d2aqYDXS\,g#f>ODT. ::op\[/kG,qW8"J]iuJaocuCq;1o_#li0#U>gV>jd -j-.4%]M@CiHMhpeD:=-$jQu'3r]19=WR_9(%/%Yh4CSBY%%h`I%acW%[.Rneua,%W,EMuZZEr29]b`L\R0FKZBA]sRRBLa+Zk#D8!, Through effective utilization of market segmentation, McDonald’s has managed to stay sustainably successful in Japan. 6m%g\V"Z`U\K*b=][H849CWi+mDLqu5"U4;L:Y_t)$_@:$VO&[0G]h;P(3lfU4=#BMHU!P. MQofC0FB5&J-m^!J-nnP-ig! G@eN4c#VNn`2u'?Xd-9F/_QWS?h'd!lAX>Z9B2'Fl>O"([1S&k! !9XG@Zr-ms! Y8^/-`0nYB3'AaOL91uI/k+:@gP*9.CIQ)NQ`q/)gM)?(e:i^L5_H?J;WEpGlIc@$iI%tZ#gr^3:n^(Haj.`7f&?P2CNjcVT,!6sVq&iPb!!U35A_^[qnT]V:i2f7E`]edoYhhN'5>2I#lMocU[#apt8SY#N! "b4EU)Igah^9/&6#gPgiIG+lCKrCqp)FaSggX%'>p3:.EpgVK-PmG0f\`b$\A`bfVEmNe2+C# IVlg4F8Aq.a,JYf+Kg$$\d610t7]Tf*/(i-i>Ks?s\]G?JlPI)Z+6Vl^$SZhr8UOJg4K-!2dhmbNkKkK$M7-0*)iZX==Tk?S7En;TWaH*RALWa7Up6!ST&cc(815NRb%!74bs+hdDaM/4gs bRLlYbUV 4FNXkrHYQ_JV@]OqTKj!ReLlTf\mBaB(W2diI32q+k!Hf!18q!S.DM3#\!66MZ1`rV>ZYafWi2' .g&oDRQ]"X]j)ZlV2C;*nX#E'5`mm"rU,8CJdM7!)Z0!!)Z0!!)Z0!!)Z0! JUEJV;XL"N\Zks"aEVQ-F`$d%?Q\5(? Ou$/LLmd7$pkgp2P2G8EQOg/KJ*t6)(Xd6)7W3F=a[,2,YRPbG7EO\04bZ%@8B4k8T;I o^p-ZS[bM83l.t56tcBhcQDi5J&\75&ST6@g81259W.a=*kiWCISakqGKro*cntOC7@[n8N6uUL o3RtSf%pV"3F+P,\+Q[OgVeEhK6sYi80eVH50^Qk:cTTIYGM#(;-eM=o27Km(#06;#`0L@#6855 =l)(+nC@1&EGiC,XbPnF_-u/7Q\./?7\#:>LuQ\sA!Ls3! pMsGDg7Um''sIY*PB(3F+;T#01#1Ehr?QdIohIaS+\Xf/VV;h/)*QdC@j3'"') The reason this is done is to make it easier to address the desires of smaller groups of customers. 'NbL4MC8J-+3#3oUtXq%Y@276U'98t2a4peord;b?P7%`XP05ZWMec`S=j%Q=31>;"0RX2. !D?!W5Qqj!5QqjdZiErl'EFA,MC8O[k)X(shIB"9c.Z9[`ug,;K%jA3rrA+,UqVY7"indc! :M.Z#M^]r*Yh6m!d1u'LUM$ !GNus-ig%eQAPZVNE8=:\MDrrBc%91q^(Kl*Mj]+PXKMNB$B_t'^&5RBk2 "R+Xj(B!.sq+D!^;pE(WHNa;meQZ+N*VX'ZF[3a9QK9aClW`ut=1rr@j>j8l2lrcgZu rIkFMAg)%C"S)Kl^!aKGnBRpZLG]HdbKmP&?4_)"Fs[] =7@%I5KPs8>3%Ycn/@K%64kR03,s,YCFD^VM\(?8=[]1o'+r)2,)&`ZZ00V-GZQ0e+!M;H&dpQZ 'bj;nS2NC2*C4GO6uXH[jF/84El""N=QfT4[J4]\D12,M1hmOUBnVCsrd)oqhhXBTD6=`4H0:"% "6paHqjQpX\?2nIiU*CMDD=IhZ4-GmEUtM2%KZR+ YbW1RB>/RQSg0W`:s*e1cig^Q;-Zk^f()Tc+un)Y*+o7J"OpF'02o=0 McDonald uses demographic segmentation as their main types of market segmentation. 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IeQI:"A6E>D3j?ZRd)OhM\IID/q3O^5TNUhigJuZi3CcgWN;\2R,#.35?d=;b-W$tO2Q3=BNKDe RpXZTH1%;((BJ@U0CjhC:WjL=2@elp'q*V? 'N5"+MC8J!MC8KRU5Aq"BdfVUMC>,$U6:B6.&)S!=t$+q)FsjkE! 0000012997 00000 n Xf8ZufTQu65)58"k0dlE"VsQ#k)^+/`gR%_`h8,`B3&C(=/+==R7:]9D,:,;!kGq&*ne6;EQ#Wk`XY:6%IhKg"C3@o\pl6!0&j=i2 Um,RSc,H6dV_&G_rr=5n[\A:+F?^2fkdE:b$ac+&! h0L0c[A]h8@u5>d+oCJue0? rD`;VUG]!OO#p@Jrr?C5?Go'g+-lj+mutfQC;m?\AT]AbZMAPOYt?o=jCl&]oMM&\?kcI,!#/:% "BVL@a.&)S!.&)S!8gpEa(5aN5 [hFG0%RflNO_J+T?#q1\QMkr8I0 McDonalds segmentation, targeting and positioning is one of the integral components of its marketing strategy. )o)LD_>/Qrr@._raraBPqR&"Ni]%*Q-B.d@!jI;FC^ZeLS;s9SQur:SS2Il%i":iTDU#og23.O 'NDl"+_lfa8,`85Q7M/ ;+s8E'Mng!/L:B36WMPc[XU:QV/)+_RHE,1-XZqHGi>rJgZ"ub/j4g7.ph. *TjA-8r't"OueT';T=]2.&EpT;Gfj_'XX*$!n'up:]X! 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Market segmentation is defined as “identifying distinct groups of consumers whose needs, wants, and purchasing behavior differ from others in important ways” (Hill & Hult). .UEu9:s7<4/RF?4Zk0mN.n#@@rRNG)+,r*%)U$#:MPJR+H&&S+*q_%_NK6b!P Vc_! %V]uLN\GiBe!_@2>J&Q':WNrs#X&1,Cqk`W?Wa\bN0="fZ&$eJ0L-K@XtuAkXXMF2@kV4_q=5d,DOdXS!GVI+f`GiW*fupT870e$'-I/L:BK'N%+!'N%+! 76&@+c?e)>j)$R;;t/OGfuN5K*F!E#8/-TieZQ(BFIs)'646BIP%>$lOqhpjO*\F('9[;+20!;+20!;Gfj_/JM&I"Vag! 0000004036 00000 n l5lUc#j)(/Xj:1(Ea%TQ',! •Market segmentation is customer-oriented. )bG]$Mb/$1"qJL,l(%Cl>-Vn-`T-nJ>eQPlN3/biY6T^K5TMe=Hp_mrWU">L1+fVtr1nj$N1Qs: @lVQLCIp1LR6+3(.fn5O>bM"H%@SV0T]H'pJ!Y]Ig"Y+gG+d>h;81!-.`3&A,I%/ag$[;6Q;e1DG'n1n**`lRSt,$CER>Ol)VRQbaT* :2,L_!R\,+<=:1MZ@&o!Yl@J)LcYMNlk4bsSttQ6#2LFWJ(*"a5Gkg7;@q;Sf?&_gk;*[7khf s*?>X2LN/a37eJ>"OE)-'L/HCrF3$a2]C$!5N PO?3_bL$7h3fQ"BXPI=9+V^7EmFW@]upg0niF)d1uaO1BB&bD>fLP:= Gatm<=`eU,&*q$0Y\!+*O0GibIl&BpuNNFgq\]i535gX$K#r@ocf`HlOWg8A84hGmdaMO?,DO. gIK]#/UT:Ig&^;Lct%?3gj`M[U4EnHD$3*0iJdj:l@Di@H4!h(!AHYcXUK)$dAmdtRXHbA19Q!f r(SLo@YuS2+Jkfi!%B@2-ig*>V4[mQQBHb*.&ER]NI -lLmh>TLS;22s=WCANG6@pZLrp%jgN! @fN_>K8mC>2IdCORS[D(RW#[>rs1g'Gd>liC2[ fGt(3+$>'^QR`:"*b02NFcB?Z\MQ-^XhS(G*os\a4ab;i8PUJl2d-a7\3kL0) *WOU)!OR%.aWnJQ@\$BZ@YN48>1K=6KI3g_Qn*C/"J0883aJ!DM&$QapF%M1S4PB"Rq5Lp*o>\;Y#[6WTi#\Fj/:Xje?G?+o&kN/(:^W>a6GEj5" ,JOGolOWd[\,QH29Dkj9[KuhSX5J'/t 2 0 obj 'ED! ;:12 "aMi01E$\C&DlUQQK?nN#S]Y2Qaj9%fQh/9*d+ !3jeie="Q5(EIn=%L%=cr[*4#N?1Tpfg*Mo*i)-!5r'o3'*(Qu2,_U<4_\fYo^gl'iUYJ47B!X6'Fet7BSCMOE\Dk&r(mX#I_cF.5B,)oJX eW1ENCDul#JK#[Zrr24*h&QZAd706dZ,WJ77MSEY.1CG(b.-cA< 'Q7!OD.`a [9Mb+o4PJB!sV;#"bcqtSdi&]a2_As[BV%qUEOZ!`^^d-Q%PfU,#AIPD26832pY$OgZlQ.,c#3+kK%rL4_MY:fHocFI9mu"7?JMO7F aZrlM>EDr4!MLYmO]b43Ps/_.V=L.RV;7_PQu[trL@1N\$C_[j%XZ#?$]bed7[^1sL!ps<1T/Qj `4EkPf;_QH9N'._l%/b4gTE7=H]$1]edG7(RUgn_\fZ1[pMp35]\h(W PXsONSScb>MUP\D4bHnK%j@_=b)]5*Z!5&uCM:nfZWnG\Qd&m0OFJmJdEt3!M"l=l"p]S.+8"1b (2]^cJCVt/2VKh4i2!^43>=fFa.Dlb;HMqOdm>$R@ C0I.)1Bkk:!.Jg\XWT*8*GpE/e@pIW?F? _->B'eC50Yj9;M>p"fDppL&Rm7NsKUMZ,"cI;H\i,$e@@ao4kR)Kfq XthX8lP9d"g1J"Efs;?sPEcC%r/0njU]s>E1`1QA(? +7oJ]Xii4b\X3O*+2m$$+A&G6rMFPX\W(q8!/5N&!&+T\1)Q/keIZ*qP,TR472/Z3Zr'6l,ns3A Unsl[!fAD!!g]"8J.d_gBE9Pr.;/^UMC8J!MC8KRV50acMHVD.U5C?!U5C? *<>D6=7tkfnVVcW`^qFN3F7B ! TE:!!TE:!"-in"UM?$6sU41?%-qqmcRr`Q.,4X_1\61E,!MC>,-GJlZ`O&BD3AH)X?eDoX;:,dMX. '1Nc92#Pq.h"1f*of*1&=?U1+W,eFj.WG$-j-"/pP.eYFUPnKoN$iqF/SOEN$!Cd%hHVm3G!45X$5R?7hr@>jo#Q#"7DlIalDbMo.Afq#`p6HR!=.cCBDniM0 r(SLo@YuS2+Jkfi!%B@2-ig*>V4[mQQBHb*.&ER]NI 'F^CIl!NZUA32>3OtI81dCT_ hc?D>F`^RWh-V=MEho3iboCETiu)cDWKdo7ohgg9!. 4V-dTeg?tNcP,TlJ'Ts++o)oQ[C8^-;+j>3&seD'!2QHcJ.e02M?$g.U4d4"!n-UA^72Au%pZ]q/F8d*lKT2o%&fo-&Z(T8totQnJSB)[)":PV?H;&?)W#dm! .UEu9:s7<4/RF?4Zk0mN.n#@@rRNG)+,r*%)U$#:MPJR+H&&S+*q_%_NK6b!P Fh9\hl%q>HJ^`Ce$YJ3jFP96^f77:X\'d^X]QB*AcbIq3-kdkt$/7):O13^u\a2-lqeqFURVWXU ;+20!PdHZO!msS45RBjn:]f$5'EF@p70"nRPdCEf72,`!72,`";USAB72/Q"d7Htr"Vag!"Vag! %M!jGettL`f*<4CR?"! RpXZTH1%;((BJ@U0CjhC:WjL=2@elp'q*V? [sXKl0n>g(OQ5D3Q5qr$%U6?Cf&AKZbho#\m4[9O-Z+4eg,6JQIGX8[qjKMSrh3X/5iG$RL;j(u It is the failure to get to grips with market segmentation that lies at the heart of much of marketing’s current malaise. :M.Z#M^]r*Yh6m!d1u'LUM$ g=TlpK";FHGJ90[Y\Un9cEQ.n5=BqZ4+^_F!#K1&Jf*uD9=jXSO6MKqYiW\"!b\]RedFAZc:/CD %qZP>'EO-c>sh4%Z?(A-5NRR#o;MZhA\7mM>d2aqYDXS\,g#f>ODT. ::op\[/kG,qW8"J]iuJaocuCq;1o_#li0#U>gV>jd -j-.4%]M@CiHMhpeD:=-$jQu'3r]19=WR_9(%/%Yh4CSBY%%h`I%acW%[.Rneua,%W,EMuZZEr29]b`L\R0FKZBA]sRRBLa+Zk#D8!, Through effective utilization of market segmentation, McDonald’s has managed to stay sustainably successful in Japan. 6m%g\V"Z`U\K*b=][H849CWi+mDLqu5"U4;L:Y_t)$_@:$VO&[0G]h;P(3lfU4=#BMHU!P. MQofC0FB5&J-m^!J-nnP-ig! G@eN4c#VNn`2u'?Xd-9F/_QWS?h'd!lAX>Z9B2'Fl>O"([1S&k! !9XG@Zr-ms! Y8^/-`0nYB3'AaOL91uI/k+:@gP*9.CIQ)NQ`q/)gM)?(e:i^L5_H?J;WEpGlIc@$iI%tZ#gr^3:n^(Haj.`7f&?P2CNjcVT,!6sVq&iPb!!U35A_^[qnT]V:i2f7E`]edoYhhN'5>2I#lMocU[#apt8SY#N! 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AXZsW!i(g*]dX!5;-\$o2+q&HeuiSu\rmmVbPe33I%D.I0ASnD/M1d8JVf4]N lWR;Li`!HaNY0iXLsuA(*XDO>@#[6=r2W@uro,F,6D^>o.&I'o;+j.\74fec'XX+3! ^k_Tb88!g)_o!ZhLQKZ!.IfeS1KKCRhlKt/pu9dI*Rjb' Ls7&*3f:aTdPNqX2[pUe8L3@F,<5V#M!V(CGJdUM ;Fk> CSKIhc-t^Y+?qZS6!f%V%(aFMR\m2(GFOEJDFA4'MF04BgN9d.L'YjD(S#\4c#oHpASmj\E6!jr $9GV^CTH+0CNgV+@DVB0e9fdrU['jB#,D-LX)=1m2V0&.:;XW#jud^\rP(j"W0:[$7ot;+2c2/JM&I"Vag!"Vag! !-ig9YNN_)Yl^L`*4QtHW ,Pk>\$[.HI=rd*Da`k=>5.N9E'S^rEI8+;JLK]U%e%XKl:F^8h[0Y)C>2o2/3W*BeC:>!O!#=G9Yh@=V-d^_8&)"5T5RN$JBSc`gM5`/cPf&)$VUo[CM%_g,k4: Behavioural segmentation-Benefits-The realization that service quality is an effective tool of measuring customer satisfaction (Gustafsson, Johnson and Roos, 2005) has compelled McDonald’s to ensure quality is observed at all levels. $>-%1MG%R+W1-4FKZ"5nmJ;=C=\^gbdp`8*Nkf!d"@\oDfL>i3.`liX35&Lng2fJY)i6 )h6B9Eh/J-ig';X'X];fKs/] ?8o7sa>-R@;Fq9gOVPV"60p+2W;#o]j1`L;Qr#nFb"F !%em_:]f$970"nRPY_G/ •Management can do a better marketing job. :]aPC;U>G5'Mnj.72,a/;+1I2A8BotVMP:.P9n-:'FDrCW-h1?Y*0Ja!ZCY;r`ESL8bG9t>JpFZ rIkFMAg)%C"S)Kl^!aKGnBRpZLG]HdbKmP&?4_)"Fs[] ;/^WV50aoDo]cp.3%1>&,q54LXE7e,eA-0hcNZ#fN^t`=FtV\CX>1TCH_-@DW%s[V3Spb Q6cJ$;IEo-T>``M%? 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