1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?
The biggest surprise to me in the reading was how important branding and how to position the brand. It is true that people will pay a higher premium for a brand they can trust and a brand they are loyal to.
2) Identify at least one part of the reading that was confusing to you.
One part of the reading that was confusing was the part about which attitudes matter to the buying decision. I was confused about the concept of immutable personality traits that rarely bears much fruit.
3) If you were able to ask two questions to the author, what would you ask? Why?
The first question that I would ask the author would be: why do you think that tastes and preferences outweigh the traditional demographic knowledge of a given population if tastes and preferences are always changing? My second follow-up question would be: Wouldn’t it be hard to gauge customer tastes and preferences and very expensive?
4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?
There was one thing that stood out to me that seemed somewhat incorrect. Traditional demographic traits such as age, sex, education levels, and income seem to be a good basis for marketing strategy, which Daniel Yankelovich claims they are not. He rather says that values, tastes, and preferences override the traditional demographic traits.
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