I think the biggest surprise for me was the significance of how firms focused more on market segmentation versus customer needs to gear their marketing efforts. It would seem these firms thought identifying with their current market base would assist them in growing market share.
I was more confused by the continuous mentioning of segmentation being bad and good. Is this really the information he was trying to relay or just the point of the reliance of segmentation is bad?
One question would be, market segmentation information should be re-evaluated how often and in conjunction with keeping the pulse on the customer (new and current)?
Is it necessary to gain assistance from outside firms to complete market segmentation or can the firm complete this themselves?
I tried to find any part of the reading that I disagreed with the author, but because of previous marketing classes and what we have continuously been advised in this class, I could not find anything I disagreed. You cannot just be reliant upon market segmentation and hoping to identify with those you are marketing and hope your product will sell. You have to stay abreast on what your customer needs are and what they currently do not like about what your product or a competitor product offers. As times changes, the product offering has to be relevant.
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