Week 7 Reading Reflection

What mostly surprised me from this reading was the many different approaches to market segmentation, I knew a couple ways but this reading really opened my eyes. I don't really understand why companies still use market segmentation if it clearly has disappointing results. I would ask the author about more details regarding which companies have thrived using market segmentation and which failed. I would also ask him why he believes companies still use market segmentation. I did not disagree with anything the author wrote.