Week 7 Reading Reflection

     In “Yankelovich & Meer: Rediscovering Market Segmentation”, I thought it was interesting to learn about the different segments for different purposes, on page 3. The thing I found most interesting was that when you are defining your segment for your product, you have to look beyond psychographic segmentations. Which makes sense, when I think about it now, because when I was trying to determine the target audience of my opportunity for interviewing costumers I had a hard time just defining them in terms of lifestyle, a psychographic segmentation, because my audience was more than just people who drink coffee daily.

     I didn’t find any particular part to be confusing. This reading had some parts that were confusing in the beginning but as I continued to read, a lot of the concepts that they mentioned were cleared up.

     I would be interested in knowing why he says, “the fact is that even the most memorable advertising, if based on a crudely drawn segmentation, will do little to spur sales or garner market share” (Yankelovich & Meer 4). It might be due to my lack of marketing knowledge but I would have assumed that if something were memorable than sales would increase. Something else I would be interested in knowing, which kind of relates to my first question, is how can you avoid the wrong segmentation. It seems horrible if you make the most memorable advertisement and it doesn’t produce many “spur in sales” just because you were in the wrong segmentation.

     In this reading I didn’t disagree with anything that Yankelovich and Meer said, which I think is mostly due to the fact that the reading focused on a lot of topics that I haven’t been taught before and therefore haven’t formed my own opinion. It would be interesting to read this article after I have taken introduction to marketing to see if I now disagree with anything.