The McDonald’s sales are based on impulse, rather than a rational thought. As a result, the aim of the marketing campaigns implemented by the Sacramento based organization is to appeal to the eye and taste of the customer and generate the impulse to purchase. McDonald’s marketing approach is one of the most diversified ones, at least in terms of product diversification and customization to local needs. In India for instance, they serve the Maharaja Mac, similar to Big Mac, but with chicken or lamb instead of beef.