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 most surprised that the author suggested to use buying patterns rather than demographics when classifying customers. I believe demographics are useful in determining the likability and efficiency of a product; however, Yankelovich's nondemographic segmentation theory relies on the classification of consumers according to criteria other than age, residence, income, etc.
2) Identify at least one part of the reading that was confusing to you.
Though I agree that rediscovering market segmentation is beneficial for companies to implement for marketing strategies, I do not feel that it overpowers other spectrums. I believe demographics like personal desires, self-image, etc. play a big role in consumers buying interests and essentially are the underlying feelings to all other decisions made prior to determining if he/she likes or dislikes a product.
3) If you were able to ask two questions to the author, what would you ask? Why?
- What's wrong with market segmentation?
- When tailoring your segmentation to a strategic decision, do you want to aim to reduce customer defections?
4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?
I did not find anything wrong with the article or anything that I disagree with. I would have to see both segmentation during implication in order to figure out which form of segmentation is better or more efficient for different aspects of business.
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