When I read through the article, I was surprised when the
author noted that even though advertisements and commercials may capture the
intended audience, sales do not always increase. The article explained that
companies need to be sure that they are capturing the attention of the
profit-driving audience, not just any audience. I had never really thought
about how even though a company could make a perfect advertisement for a
specific psychographic, it may not increase sales.
The topic
regarding ‘The Gravity of Decision Spectrum’ was slightly confusing to me. I
understood the concept that the authors were trying to explain, but I didn’t
really understand how to come up with specific types of segments and questions.
Also, I had trouble determining which questions were ‘shallower’ or ‘deeper’
than others. The examples definitely helped explain the concept to me, but I
still struggled with how to be able to come up with those specific types of
segmentation tests.
If I could
ask the authors two questions, I would ask why they think corporations have
been so improperly using the segmentation system, and what can corporations
specifically start to do in order to get more on track in regards to properly
segmenting consumers? The article thoroughly explained what corporations have
been doing wrong for so long, so I would like to know why they think this happened.
Also, if they have devised a solution to the issue, I would like them to
explain what small steps corporations could start making to enact these
differences.
Overall, I
thought that the article was very insightful, and I understood most of the
points that were being made. I definitely realized that I know much less about
market segmentation than I originally thought. Market segmentation is so much
more dynamic and complicated than I had previously known, and it was
interesting to learn more.
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