Seth Godin's Definition of Marketing

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This Is Marketing
1. What does Godin see as the primary purpose of marketing?
Godin indicates that the primary purpose of marketing is changing the world through creating positive change. Through marketing, individuals assist someone in solving a problem, which offers an opportunity to change the culture for the better (Godin 16). It is a form of service that enables individuals to live a better life. Consequently, marketing serves to
2. What are the 5 steps according to Godin?
a) Product/service. Have a good product or service that solves a problem for the clients
b) Narrow. Focus on a small number of customers that you can impress. These are clients that care about your product or service
c) Narrative. Have a story that aligns with the customers of the tiny market
d) Share. Ensure that the story can be spread. It should be unique such that people want to spread the word
e) Show up. Have confidence in the change you want to implement.
3. What does he mean by “learning to see”?
If a marketer wants to make something new, it is crucial to see to understand. It is identifying what works and what does not (Godin 23). See the opportunities that are already available and those in what is not. Learn to identify how humans perceive things. That way, you can develop marketing strategies that are in line with their tastes and preferences.
4. What is the myth of rational choice?
The assumption is that individuals (rational agents) will use the available information in choosing a self-determined action. However, this is not always the case, given that individuals can act according to irrational urges while ignoring any current information that does not agree with their beliefs. Rational choice misleads individuals to think that the people they see to serve are rational and well-informed decision-makers. It is also possible to think that everyone is like you, and hence knows what you want.
5. What is the difference between marketing-driven and market-driven?
Marketing-driven implies where organizations have little idea of the market, yet they are focused on making internal changes they think will bring more clients. For instance, an organization can use graphics and logos that it thinks will attract more clients, while in the real sense, clients are more concerned about other important aspects.
Being marketing-driven is studying the market to understand it. From this point of understanding the market, someone can influence it, change it,...