What I am Expecting from this Class EOC Week 1

In this class we covered the differences between basic and applied market research, for instance, “basic marketing research is conducted without a specific decision in mind, and it usually does not address the needs of a specific organization.”(Zikmund & Babin, 2010). Now, applied market research “is conducted to address a specific marketing decision for a specific firm or organization and used to decide how to best create knowledge leading to better-designed products for particular market segments” (Zikmund & Babin, 2010).  We gained a better understanding of how marketing research changes when a company is engaged in marketing for the right reasons and how that can affect the outcome for a market segment. Another words we talked about the different reasons why marketing research is either done or not done and the different uses for that information once it is obtained.

I love the examples that were used, two companies, the first, Mc Donald’s and how they are creating a healthier imagine by using range free chickens and the second, Phillip Morris campaign, “Don’t Be a Maybe”.  After reviewing some of the ads and doing some research of my own it is clear to me that Phillip Morris may have targeted a younger demographic.  Mainly because they are killing off the older people that have been smoking for years and this is the only way they can continue to stay in business, but that is only my opinion. On March 13, 2014 Time magazine was reported as saying, “Marlboro denied the ad campaign directly targets minors. “Our Marlboro campaign, like all of our marketing and advertising, is aimed exclusively at adult smokers and is conducted in compliance with local regulations and internal marketing policies,” “Allegations to the contrary are unfounded and based on a subjective interpretation.” (Stampler, 2014) "MAYBE"….. Phillip Morris hired a company that didn’t know how to do target demographics. I am just being subjective. Just another reason why it is important to understand who your audience really is. 

In summary, I am looking forward to honing in on my marketing skills and learning more about the research processes involved in marketing to specific segments of particular demographics.