Week 6

1) When talking about Yahoo auctions, what did Seth Godin mean by 'billion dollar decisions do not have anything to do with technology'?



In Seth Godin talking about Yahoo, 'billion dollar decision do not have anything to do with technology' means technology is not a very important roll in this case but word to mouth is the most important. People tell their friends about the information of the website, such as speed, search manner and weather it is easy to resreach or not.




2) What has story telling got to do with cat food?



The story tell us that the cat food is not for cat but for people. Becaust the target market is people who get a cat and people buy cat food for their cats due to their favor, such as colour, size and package. People buy cat food for their cats in fact buy their favorite cat food, they like their cats to eat this product so the story tell us that notice the right target market.





3) Explain the concept of funnel marketing, and how would 'flipping the funnel' help the marketing of a product?













The concept of funnel marketing is that a lot of customers on the top of the funnel but less and less in the bottom but marketers would not stop at the top of the funnel because the customers at the bottom are worht more, they would spend much more than customers who at the top of the funnel and they are more loyalty.

Flipping the funnel concept like a megaphone, like friends tell their friends, something like word to mouth promotion or advertising.

Then products sells growth by this activity.



4) What does the term 'remarkable' mean in the context of purple cows?

Remarkable means someting unusually and attractiveness. Take purple cows for example, if people saw a cow they would not talk to their friends but if they saw a purple cow they will tell everyone. Remarkable means marketers have to keep customers interested about their products and tell their friends.


4) What does the term 'remarkable' mean in the context of purple cows?As eMarketers we all want 'happy surfers'. Godin talks about the fashion/permission complex. He lists four parts to the fashion/complex.
They are -
1) Make it (the message) worth listening to
2) Tell it to the people who want to hear
3) Tell their friends
4) Get permission to tell about your next fashion.
Can you think of an example from your experience that demonstrates the fashion/permission complex?




My experience about the fashion/permission complex is about a clothes' brand 'ONLY'. I first heart this brand was about 4 years ago, when I went to beijing to study, one of my classmate and roommate told me that the brand suit for me, then I went shopping and bought three suits, and these three suits are look well now. So, I would not buy any brand's clothes now. And I told my sister, she was the same to me now.