Great article but it not must be necessary true for each case.
Generally, if you will ask a good marketer what is most important a price or added value, then almost in every case you will hear the same thing, the added value. But from the other side, still many customers choose products which are cheaper than products of their market competitors.
So does this mean that most marketers are not good marketers? I think that we should learn the general customer model on the market to which we are targeting our product. Moreover, you can not reach every John Smith because, in each case, the product / service which you are selling have also some limitations and it will be not to possible to fit it to every John Smith even if you perfectly know his needs
