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 thing that stood out to me in this
reading is that the use of traditional demographics such as age, sex, education
levels, and income are no longer considered to be the basis of a companies
marketing strategy. Companies are currently taking the traditional demographics
as secondary information and utilizing nongeographic trait information such as
values, taste, preferences to better influence the consumer base’s purchases.
2) Identify at least one part of the reading that was confusing to
you.
The part of the reading about psychographic
segmentations being used effectively to develop advertising, but not being
effective in creating new products was very confusing to me.
3) If you were able to ask two questions to the author, what
would you ask? Why?
Do you think it would be
more effective if when a company hired a new marketing officer, they required
he or she to maintain the current market segmentation strategy that is in place
for a one-year minimum? If the new marketing officer changes the strategy
immediately, primarily to put their name on the project, then this new official
may be making changes to an organization that he or she does not fully
understand yet, ultimately putting the organization at risk.
What do you believe is the
best way to determine which customers drive profits for a company? I’m curious
if there is a certain protocol or method that is universally effective for all
companies or does each industry have a more precise method to derive this
information.
4) Was there anything you think the author was wrong about? Where
do you disagree with what she or he said? How?
I thought that everything the author said was
correct, and have no disagreements. The author used reliable information and
factual data to explain different marketing segmentation and to back up the
points that were disclosed in the reading.
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