I’m not talking about a literal Marketing 101 course, but I’m also not entirely facetious about this all being taught in a first or second Marketing class (having attended those).

I agree we should not expect everyone to have taken a marketing class - but I sure expect the author of the piece to have demonstrated some curiosity about some of the terms. And we know they did, because the author decoded them into plainer language in their table. So why present these elements as an abnormal thing for McDonald’s to compute about them, rather than something an undergrad might be expected to compute as part of a project?