Week 7 Reading Reflection

For this week's assigned reading, what surprised me the most was just how much marketing had changed over 40 years, in terms of segmentation. Nondemographic segmentation became just as unenlightening as demographic segmentation had been. I was a little bit confused by the idea that Yankelovich had to re-assess whether the claims he made about segmentation earlier were true or not, because I did not quite understand why 40 years later he would think that the market could change back to its previous ways. This would be one of the two questions that I would ask the author. I would also ask the author how effective segmentation really is in the market. I do not think that the author was wrong about anything in this article though.