What was the general theme or argument of the book?
The author of The Long Tail, Chris Anderson argues that
niche markets can sometimes build up the highest market share. The basis for
Anderson’s argument is that he does not believe that it is beneficial from a
marketing perspective to lump all buyers together in a “one size fits all”
selling strategy.
How did the book, in your opinion, connect with and enhance
what you are learning in ENT3003?
I have done analyses on this book for both ENT3003 and
for other advertising courses that I am currently enrolled in. This book has
impacted the way that I view things because it directly expresses the
importance of selling to the people, not just selling the product. The book
also looks at modern marketing from a different perspective. Rather than
assuming that a large consumer body means success, Anderson points out that the
new definition of success is longevity and the presence of a niche market.
If you had to design an exercise for this class, based on
the book you read, what would that exercise involve?
This exercise would involve researching different markets
and researching which organizations are successful based on long-tail theory. I
think this practice would bring the text to life because people would no longer
see the long-tail theory as a concept, rather they would see it is a real-life
economical and marketing trend.
What was your biggest surprise or 'aha' moment when reading
the book? In other words, what did you learn that differed most from your
expectations?
The long-tail concept as a whole made me examine everything
that I had previously learned about marketing/economic success. During my
advertising courses, my classmates and myself are often shown the most popular
and highly successful campaigns because they are positive examples. However,
the focus on longevity is something that we do not consider as often.
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