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MKTG611 Marketing Management
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MKTG611 Marketing Management
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Course Code: MKTG611
University: University Of Pennsylvania
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Country: United States
Question:
Seth Godin “argues the Internet has ended mass marketing and revived a human social unit from the distant past: tribes. Founded on shared ideas and values, tribes give ordinary people the power to lead and make big change.”Explain what Godin means by “Finding the True Believers.” Provide specific examples from his lecture.
What are your thoughts about Godin’s concept of Tribes as the 21st-century version of segmentation?
Godin takes a stand against the notion that marketers should “persuade people to want something they don’t have yet,” suggesting instead that they identify and fill a real need by connecting to a group “yearning.” Do you agree or disagree? Explain and support your position.
Identify an advertising campaign (include an image or clip) that you think:
Treats consumers as what Godin calls “sheepwalkers.”
“Stands up and says ‘This one is important. We need to organize around it.'”
Provide a detailed description of the market segment targeted by each campaign.
Answer:
The tribes we need to lead us
Godin talks about “Finding the true believers”. True believers are people who you connect with easily. People who follows the steps you take because they believe that you are a true leader. The people who sees you and accept the fact that you are being you. True believers are people who are ready to connect and they need someone to lead. For example, Godin talks about Michelle Kaufman who established new ways of environmental architecture. She didn’t start the process by building one house at a time rather she talked to people who were interested about it and she created the connection between the desperate people. The process went around and around. These are the people who care enough to share your message (Jackson, 2010).
He also gave an example of a man by the name Nathan who changed SPCA from an organization that kills animals to a non-killing organization. Nathan achieved this by just traveling into different cities and reaching out to people in different communities. Godin proclaims that it is not through money, a lot of people, factories and even politics that can change the world but the tribes. Tribes simply means the connection between people in the society or the community. Connection is not about forcing people on what they are against, its people following the idea willingly (Godin S. &., 2001).
Thoughts about Godin’s concept of Tribes as the 21st-century version of segmentation
Tribe is defined by Godin as a group of people linked by economic, social, blood ties, religion sharing a common dialect and having one common person as their leader. Recent attempts to initiate consumer tribes through marketing consultants has seen to combine consumer tribes with community brands. This has really work in improving the market through people coming together creating connection and making a change (Canniford, 2011).
Godin takes a stand against the notion that marketers should “persuade people to want something they don’t have yet,” suggesting instead that they identify and fill a real need by connecting to a group “yearning.” I definitely agree with him.
People should choose what they want to do and they should not be persuaded by marketers to want something they don’t have yet. People should see the need of having the thing. Convincing a person to do something against their will can’t change anything rather bring backward steps. Every person has to decide on what they feel comfortable doing. Godin says that a movement is for the people who are willing and want to join with the people they connect with. That is the main reason for creating a movement. He gave an example of Al Gore who created a movement and he found true fans who supported him and cared enough to share his message. Persuading a person to have something that they don’t yean to have might lead to the waste of that thing since they don’t need it and they might not use it.
An advertising campaign that treats consumers as what Godin calls “sheepwalkers'”
“sheepwalkers” is a term used to describe people who are obedient, honest, ready to fit in and ready to play safe. This advertising campaign targets leadership. If all the people could be thinking alike, then there could be no leader. There must be someone to lead and the other people follow (Godin S. , 2009).
An advertising campaign that “Stands up and says ‘This one is important. We need to organize around it.'”
The campaign targets people who are afraid of being themselves. People who fear being judged for doing things that they wan to do. This people end up doing things that pleases other people than themselves.
References
Canniford, R. (2011). How to manage consumer tribes. . Journal of Strategic Marketing, 19(7), 591-606.
Godin, S. &. (2001). Permission marketing. . Rota Yay?nlar?.
Godin, S. (2009, August monday 31). Tribes we needs to lead us. The Seamless Brand.
Jackson, K. (2010). Achieving value from sponsorship in a new world order. Journal of Sponsorship, 3(3).
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