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? 

• I was surprised to read that concepts like nondemographic segmentation were not around until as late as the 1960's. In my mind, marketing and these business/marketing theories have been around for centuries because business in America is kind of a given, so it is interesting to think about the time period these theories were realized.  

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

• I had to reread the article a couple of times to understand that the new theory was one that abandoned the idea of segmenting target markets by demographics, and instead categorized consumers based on other criteria. 

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

• What other similar theories exist for predicting consumer behavior?
• Of all of these theories, is there one that has proven to be the most accurate?

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

• I don't disagree with the author regarding anything, but it did seem unlikely that segmentation that completely ignores customer demographics could be as effective as it seems in the article.