1. What stood out in the reading?
It was interesting to learn about the three different marketing philosophies. I also found it interesting that three major factors influence ones selection of a particular marketing philosophy.
2. Confusing aspect of the reading
The "changing priorities and purchases in the family life cycle" table was a bit confusing to follow. There were a lot of "priorities" and "major purchase" changes for each stage in one's life cycle.
3. What two questions would I ask the author?
What instances have you personally seen that prove that the consumer-driven philosophy is the most successful? Then, if little competition exits, is it necessary to follow a consumer-driven philosophy?
4. Was the author wrong about anything?
In the Consumer Behavior section, the author discusses five types of consumers: innovators, early adopters, early majority, late majority, and laggards. I remember reading about these types of consumers in a previous class as well. However, I don't necessarily believe that any one person falls directly into one category during each of his/her shopping experiences. Someone may be an early adopter in one particular product category such as personal care items yet be laggard when it comes to clothing. The opposite can just as easily be true. A person may be so passionate about new trends in fashion that they are the first to purchase a new hot-ticket piece of clothing. However, this same person may be a laggard when it comes to replenishing basic personal care items like toothpaste that they opt for home remedies like lemon juice and baking soda before finally deciding to go to the store and purchasing more. Peoples' emotions and day-to-day changes in lifestyle can also affect their buying behavior.
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