Rediscovering Market
Segmentation was an interesting read. Currently I am taking a marketing course,
and some of the terminology was heavily seen in this article, but it was more
detailed and the role of the consumer was seen in a different perspective. The author
took the concepts and explained how they have evolved during the years, and how
the actual buyer has influenced the definition of the concepts.
1.
The biggest surprise
was knowing that new segmentations shifts when companies change marketing
chiefs. That new individual wants to put her own stamp on the segmentation. The
only issue being that few actually benefit the company as a whole. Another
thing that stood out was that traditional demographic traits no longer serve as
a basis for marketing strategy.
2.
One section in
the reading that was somewhat confusing was the Gravity of Decision Spectrum.
3.
If I were to ask
the author two questions they would be:
a.
How do you see
segmentation changing based on the new generation that was born after 2000s?
b.
Depending on
that change, will new terminology arise to define the buying behavior of the
new generation?
4.
Overall, I do
not disagree with the author. Every that I read was very informative, and a
different perspective of what I have been learning in my marketing course.
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