My 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 for me in this reading was the statistic that in 2004, while 59% of the 200 senior executives surveyed performed a major segmentation exercise within the last two years, only 14% of them claimed to have derived any real value from the exercise. This indicated the lack of success in market segmentation as an effective tool for developing ad campaigns and targeting a company's key audience.

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

I was initially confused by the example given about Miller Lite. I did not understand why the "mud-wrestling" campaign had not increased their sales. However, when I read about their other advertisement that actually gave information about the product and its lower carbs in comparison to other beers, I understood the difference between an effective ad that actually increases sales versus one that simply is interesting.

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

I would first ask the author "What have your personal experiences been with marketing segmentation?" I would also ask "Do you feel that there is an element of psychographics that is not currently being addressed/studied that should be?" I would like to hear the responses to both of these questions, as it feel it would be very interesting and helpful.

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 read anything in particular that I felt was incorrect or should have been presented differently.

xoxo The EntrepreTraveler