Week 7 Reading: Rediscovering Market Segmentation by Daniel
Yankelovich and David Meer
The biggest surprise for me was how complex the act of
segmentation has become and also how it has evolved over time. It was
interesting to see how advertisement industry has shifted its focus from the
product to the consumer in order to adapt with increasing competition. Reading
this article really made me reevaluate my thoughts on modern day segmentation.
However, one part of the reading that could have been explained more in-depth
was the topic of psychographic segmentation. My question for the author would
be, “How accurate are lab replications compared to real situations?” and “What
are some common mistakes that companies do when performing marketing
segmentation?” All in all, I agree with much of what the author was saying and
I also found much of the information to be very insightful.
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