Week 7 Reading Reflection

This week's reading was about Rediscovering Market Segmentation, written in the Harvard Business Review in 2006, the article revolutionized the way markets work and how consumers are targeted. Daniel Yankelovich and David Meer proposed a nondemographic segmentation which classifies consumers into more categories rather than just age, race, and gender. This essentially opened up a whole new way of targeting who should by what, and what products companies should produce. Today however the use of nondemographic segmentation is used almost with all advertising. Allowing the customers to relate to the people on television and in ads. What surprised me the most was how much we use these techniques and how they have changed in the last 50 years. I was first confused as to what segmentation meant, but know I understand. If I had to ask the author a question it would be, would you still publish this article or would you try to make money if you could do it all over again? Lastly the article was kinda interesting, not my most favorite of topics but overall a good read.