1) The biggest surprise for me in this reading was the part about Miller Lite. It was interesting to see that although their campaign did intrigue their intended target, it did not increase sales. I wouldn't have thought this to be the case. However, like the article says, there are other factors that influence buying decisions--like calories in the case of Miller Lite. Companies really need to understand their market in order to profit from advertising.
2) I find the segmentation chart (located near the beginning of the article) very confusing, but maybe that's just me.
3) How would a new company figure out the correct way to market if they haven't quite found a niche yet?
Do you have specific marketing segmentation strategies you prefer?
4) No, I do not think the author was wrong about anything. I found the article quite informative, as I am currently in a marketing class.
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