7. The Product in Marketing
7.2 Standardisation and Product Quality
Oğuz Uçanlar - McDonald's Man. Dir.
McDonald's Managing Director Oğuz Uçanlar, tells us how they sustain standardisation and quality in every product they produce. Since marketing's first P stands for "Product", product standardisation and sustainable quality becomes the first step in branding. In the Q&A section, core product, augmented product characteristics, as well as product-service differentiation are discussed over the McD example.