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  • Hareeraja Thechina Murthy

    Member
    December 20, 2021 at 4:57 pm

    Agree. McDonald’s and KFC are based on proximity marketing concepts or more specifically hyper-local marketing concepts. Their target audience is at the mass level, in our case Malaysians. Most of the product is based on Malaysian taste. So the promotion needs to be done at mass level. Products which not fall under the hyper-local marketing concept can go on detail segmentation.