week 7
1. The biggest surprise for me in the reading was that of the 59% of executives that conducted a major market segmentation exercise, only 14% saw real value from the exercise. Few of them saw value, yet many still go through great expenses to find their segment in the market to target towards their products.
2. One part of the reading that was confusing was how Miller Lite's "Catfight" campaign made a strong impression on its targeted audience of young males yet sales did not increase.
3. I would ask the author: Do you think that having a specific target audience (such as in the Miller Lite circumstance) can deter some of the other markets involved from the product? Is this why there was no increase in sales?
4. I do not disagree with anything the author wrote. I found this article interesting and informative.
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