Week 7 Reading Reflection

Week 7 Reading Reflection

Biggest surprise-

The biggest surprise for me was the drift into Nebulousness section where the author spoke about all of the different innovations in consumer products that included transistor radios, disposable diapers and several other items. The surprising part to me was they did not really have to spend all that extra money in advertising. He noted that they merely had to announce their existence. We have many more innovations today than we did back then and we have to spend amazing amounts of money on advertising than they did back then.

Confusing text-

I was still confused after reading the Gravity of Decision Spectrum. I still do not understand what qualifies as shallow end products vs the middle of the spectrum.

Question to author-

Why do companies like Miller Life spend so much money on new campaigns like the cat fight campaigns if all they really need to do is talk about the fact that their beer has fewer carbohydrates? Did the add really not help sales or was that customer segment maxed out?

What exact measuring sticks do you use to measure the effectiveness of the different segmentation? What is the advantage of just focusing on one or two issues?