Week 7 Reading Reflection

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? 

What stood out to me in this reading was the chart on page 9, talking about what is at stake with issues in a business and the decisions made about them. The chart showed a neat representation about the shallowest to deepest decision making, and then if it is a business issue to be addressed, a consumer’s concern, and what the segmentation is trying to find out.  

2)    Identify at least one part of the reading that was confusing to you.

A part that was confusing was when the article starting going on about different segmentation for advertising and for developing new products. The chart sort of just used some lingo that I don’t fully understand, and the overall structure of the chart is not very helpful. I understand it is supposed to be a visual stimulus for the reader to take a look at, but it still does not fully get the point across.

3)    If you were able to ask two questions to the author, what would you ask? Why?

First I would ask, could you expand upon the whole idea about “drifting into nebulousness?” Secondly, I would ask if there is another example besides World War II they could think of for this idea of nebulousness.

4)    Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?

I suppose I would just bring up the point that segmentations are very much opinion based. They are used for people’s change in needs, attitudes, and behavior, which are all things that change and depend on the individual. So how can one choose in a business which segmentation is best for which purposes? That is all based on opinion, so is anything ever right or wrong in this case?