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?

The biggest surprise in the reading was how ineffective market segmentation was portrayed as it is still a major part of many industries’ marketing stratagems. It is a special kind of backward thought to hold onto something that is well-known to be ineffective.   

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

One part of the reading that was confusing to me was why do companies hold onto antiquated beliefs and not accept the new solution of reworking segmentation for the new nebulized marketplace that so accurately describes an inaccurate market.

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

Why do companies refuse to change their ways, in their marketing departments since the 1960s, if they knew segmentation didn’t work? As touched on beforehand, it must be expressed that companies cannot be lazy nor set-in-their-ways as they innovate in almost every other capacity. There must be some sort of extraordinary reason or else, why a handful of companies haven’t change their ways and dominate their competitors in this field.

Is there an alternative to segmentation? There is always an additional way to do things, and in these circumstances, research could be done in a way to find a more effective means of resonating with customers

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

The author was wrong about reworking an idea that doesn’t work. Segmentation should be abandoned in favor of a more modern approach towards marketing and directly addressing customers is a much better way to have an idea of the market as opposed to splitting it up as it could isolate possible consumers.