Week 7 Reading Reflection

Week 7 Reading Reflection:

1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations? 

I was surprised about how this idea of market segmentation came about. I didn't know that traditional demographic traits such as age, race, sex, etc didn't serve researchers enough to predict buying patterns. I understand that values and taste (consumer preferences) were giving rise to more informational behaviors in buying patterns, however, I was surprised to know that these new preferences pushed out regular demographics completely. I thought that age, sex, race, religion, etc. would certainly influence what people bought. I guess this article challenges the extent regular demographics have on predicting future buying patterns.

2) Identify at least one part of the reading that was confusing to you.

I was confused why the author made the assertion that the most memorable advertising does not boost sales if their market segmentation is poor. For example with the Miller Lite example, I was confused why sales didn't increase if the commercial was memorable and targeted who it was supposed to- men. I just didn't really understand this assertion from the author. I wish he went into more detail about this assertion.

3) If you were able to ask two questions to the author, what would you ask? Why?

I would ask the author what extent he thinks the effect of TV and ads on the internet are to consumer behavior and tastes if market segmentation is well thought out. I would also ask the author if he personally has had success with market segmentation in his lifetime? Did he personally experience success through experimentation or implementation?

4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?

I think the author is wrong about his assertion concerning that a new CMO does not know which strategic decision needs the help of market segmentation. I do agree that CMO's first attack market segmentation because that is a way to add their stamp to the business, but to be proficient in segmentation, I believe they do know which groups within the business need it or don't need it. Do I think they implement it in the best way possible all of the time? No. But I do think their intentions are sound and they know what they are doing with market segmentation, maybe it just isn't implemented in the best way possible.