Reading Reflection - Week 7

1)    Something I found interesting and helped me really understand what this chapter is about was the section where the author described Miller Lite’s “catfight” campaign.  One would think that their commercials of supermodels mud wrestling would make that beer stand out to the young male customers, however it did not increase sales.  This is due to a multitude of reasons, such as the idea that the market for Miller Lite isn’t made up of younger male customers.  When the company decided to show that it had fewer calories than Bud Light however, their sales increased, showing that market segmentation has too many factors to create a perfect campaign all the time.

2)    I was most confused during the reading at the section titled “What is at Stake?”.  The graphic used almost made me more confused as to what they were trying to show.  Especially the section in the graphic with the heading, “What the segmentation should try to find out?”.  This part seems to contradict what has been said about segmentation previously as they said it can be useless to determine core values and beliefs related to the buying decision because they change so often.

3)    One question I have for the author is if he believes there is a way to give a basic definition of segmentation at the beginning of the article to help give a basic understanding of the term? I feel there is no real definition given, which makes the first part of the article hard to understand.  I would also ask which type of decision (Shallow, middle, or deep) the author believes is the best to try to appeal to when running a business?

4)    There is nothing I disagree with the author on, however I just question the graphic used in the section titled “What is at Stake?”