The Joneses is a social commentary on our
consumerist society .The Joneses job is
to act like a real family, showing off the goods and making the neighbors green
with envy. With the Joneses’ subtle approach to word of mouth marketing,
friends and neighbors don’t realize they’re being pitched. Local sales spike
for high end watches, golf accessories, fancy cars and anything else that might
make your neighbor a little envious. Of course, sales are closely tracked, and
the Joneses’ success is evaluated on how well they inspire their new neighbors
to buy all this stuff.
They’re not actually a family, but a team of
stealth marketers which moves into upscale communities in order to hook the
neighbors on all its wonderful toys. Try to keep up.
This
case is related in chapter three about social learning theory .The Joneses have better goods and game more than another
family. they are employees of a stealth marketing organization, and they know
how to make everybody want it. The marketing discipline is an enticing blend of art and science, but sometimes people get a little too creative. Breaking through the boundaries of ethics in the name of a few more sales may seem like a good idea until the consequences kick-in. Personally, I’d rather not cross that line .
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