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Purple Cow

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Purple cow is a marketing concept developed by marketer and entrepreneur Seth Godin. Please explain.

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The following is a definition of the concept of "Purple Cow" gained from Wikipedia:

Purple Cow: Transform Your Business by Being Remarkable is a book by Seth Godin.[1] The book presents Godin's personal belief that creative advertising is less effective today because of clutter and advertising avoidance. The book advocates that companies produce remarkable products and target people who are likely to spread word of mouth about the product. USA Today said it "remind business people of the tried-and-true path to success: Make a great product". [2]

Within this concept, Mr. Godin refers to the concept that advertising, per se, has become boring and unremarkable --- often times wasted in the sheer volume and attempts to exploit, rather than educate, the target audience.

Instead, Mr. Godin suggests that firms should be more interested, and provide a higher priority to providing "remarkable" products and services. Think of all of the advertising that is thrown at us daily --- every time we access a web page on the internet, every time we open a magazine, every time we ...

Solution Summary

A summary of the PURPLE COW concept established by noted author Seth Godin.

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Marketing strategy for computer repair business; segmentations, target market, value


Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.

It is time to put your research skills to good use using your textbook and articles from the library's full-text databases.

Click here for the research requirements and guide for this assignment.

Continue working with the product/service chosen in Unit 1. ((Local Computer Repair Business))

Create your own marketing strategy for it.

Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service.

Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your product/service.

Develop a value proposition for your product/service through differentiation and positioning. Include the following:

Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?)

Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning.

Based on this differentiation, explain your value proposition and develop a positioning statement.

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