Reading
Reflection:
Rediscovering Market Segmentation
by Daniel Yankelovich and David Meer
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 way market segmentation was originally used and intended
was not as effective as it was thought and that it did not make more of the
consumer behavior, which I thought would be a good area to be more informed
about since behavior can drive consumer purchasing.
2) Identify at least one part of the reading that was confusing
to you. Psychographics was a concept as described in the article that I found
a little hard to understand but found the idea interesting and would like to
see if something that still was used today in marketing research for consumer
purchasing behavior because as stated in the article most found it to be
ineffective.
3) If you were able to ask two questions to the author,
what would you ask? Why? I would ask how marketers and product researches could
use psychographics to their advantage and would it be worth using.
4) Was there anything you think the author was wrong about?
Where do you disagree with what she or he said? How? I thought the authors
brought up a few good pros and cons to using market segmentation and showed the
effectiveness of this method. I don’t believe I found anything in the article
that I would necessarily disagree with.
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