The Association of Hispanic Advertising Agencies (AHAA) named McDonald's Marketer of the Year in 2014. The AHAA cites the fast-food chain's commitment to leading with ethnic insights, consistent focus on Latino research and business practices, and budgeting of multicultural business strategies. McDonald's excels highly in part to its decision to have three separate marketing directors to focus on different ethnic segments (Asian American, African American, and Hispanic). The company develops committees of 25 members, led by multicultural directors and employees, to create strategies and marketing content specifically for their target audiences. Based upon this information, which orientation best applies to McDonald's?
a. sales orientation
b. target market orientation
c. market orientation
d. production orientation
Answer: c. market orientation
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