Week 7 Reading Reflection

1) The biggest surprise for me in the reading was the section regarding 'The Gravity of Decision Spectrum'. It was a surprise to read that the most common marketing error is applying certain segmentations that were designed for one issue but accidentally shed light on a different issue.
2) One part of the reading that was a bit confusing was the section regarding 'What is at Stake?' In the section it discussed the shallow, middle and deep end of purchase decisions. It took me a bit to understand but after thoroughly reading I realized these sections relate to how serious the purchase of a product might be. With the shallow end being something like gum and the deep end being like a house or car.
3) I would ask the author which part of the purchase decisions are most common. The second question would be in what area of consumer products is segmentation the most important.
4) I do not believe the author was wrong in anything he said. He discussed in depth the impact, implementation, and consequences of market segmentation. He also went in depth on purchase decisions.

Overall it was a great read and went into a great detail on how companies approach different markets and the different types of consumers within them.