Week 7 Reading Reflections!

Rediscovering Market Segmentation: Daniel Yenkelovich and David Meers, Harvard Business Review 2006

Overall this article exceeded my expectations. I came just assuming paragraphs of summaries and graphs or an occasional research study, but this write-up was incredibly in depth and full of examples. In particular, I was interested in the section claiming the widely popular and comprehensive method of market segmentation was actually very disappointing in ratings of real value by executives.

Perhaps one part that left me a little confused was the paragraphs explaining the the notion of "levels" of segmentation that layered the target marketing process. It really makes the idea more complicated when you think about it.

Two questions I would ask the authors given a chance would be:
"In your opinion what might other scholars try to argue with you on?"
"How extensive was it compiling all this information?

In the end, I wouldn't know if they were necessarily wrong about anything. I do think it was somewhat editorial and subjectively written. It is definitely backed up with study and evidence but you can tell the authors feel a certain way on topics.