For this weeks reading, the biggest surprise for me is in regards to one of the biggest mistakes that marketers can commit. Large problems arise for the marketers when segmentation is used to shed light on an issue or any other purpose in which it is not designed. I found this surprising how certain tactics can be used to mask others. I was also slightly confused about the timeline in regards to the topic. If I could ask the author two questions I would ask how frequently marketers commit these wrongdoings. Also I would ask what their typical motives are. I do not disagree with the author.
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