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 most surprising thing about the article was the the whole theme of it. As a marketing major, I have studied marketing strategy and segmentation a lot and it is quite shocking to see that the way it is taught to us is not the way that real world marketers and companies are doing it. It's interesting how now segmentation is more concerned with how to advertise and reach people than actually focusing on developing a product or service that customers would actually buy.
2) Identify at least one part of the reading that was confusing to you.
There was nothing really confusing. The only section that I found slightly annoying was the one talking about the shallow, middle, and deep ends. The chart at the beginning was a little too detailed for a chart but it gave a clear idea of the concept; I thought the paragraphs that detailed each section were slightly lengthy that I felt like I was missing the main concept I was supposed to grab, in my opinion.
3) If you were able to ask two questions to the author, what would you ask? Why?
I reference to the section on senior management, do you believe that it might be that sometimes management does not seem to understand the marketers decisions (like the text says) or could it be that they just refuse to accept their decisions? Why? What would be some suggestions to improve the communication of ideas between marketers and senior management when it comes to segmentation?
4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?
I don't think that I necessarily disagree with anything. I think that this opened my eyes to something that I was not really aware of, and it is just one general perspective on the issue.
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