- While reading about Daniel Yankelovich's "Rediscovering Market Segmentations", I felt as though I was in a marketing class rather than an entrepreneurship class. I found it very interesting how the author discussed that buying patters and purchase history are more adequate guides for segmenting the market than demographics.
- I did not find any part of this reading confusing. I found it to be a very straight forward read.
- If a company has poor purchase history or product loyalty with customers, how could they get those customers to return? Would it be through better advertising or some other method? I ask this because the author stated that the advertising is not the most efficient way to get customer to purchase products, that instead it is product loyalty and purchase history.
- I did not find myself disagreeing with the author at any point. It was an overall very interesting reading.
