Marketing
In general terms, marketing refers to what an organization must do to create and exchange value with customers. (Silk,A,J, 2006) According to this definition, Amazon totally has the ability to constantly create the core value for customers, after all, as the largest online retailer, Amazon’s marketing is no doubt that one of the best online marketing companies.
Amazon Associate is one of the first online affiliate marketing programs and was launched in 1996. No matter website owners, Amazon sellers, the Amazon Associates is helpful to find solutions to solve the marketing problem. (facebook.com, 2010)
Unique marketing strategies are the main factors to make Amazon.com success, for example:
1. According to the different interests of individuals, when Amazon sells a book to clients; the system will automatically keep their clients' Email mailbox and the book’s details. Compared to the traditional way to sell books, Amazon's network marketing and promotion method is much more specific.
2. Customized and personalised Web interface make consumers feel comfortable, and they are more likely to purchase products on Amazon.com. More specifically, Amazon has thousand of customers, but each customer has the specific recommendation about the list of products classification what have interests.
3. Interactive marketing, a market mode which has taken full advantage of the network's two-way and interactive characteristics, has made Amazon and customers get closer relationship.
In addition, with website backstage vast database's support, Amazon stores all the information of clients who have bought or sold products on Amaazon.com, and then provide intelligent marketing approach, like special recommendations or more relevant product information. (Amazon.com, 2010)
Amazon’s segmentation and market positioning
Amazon belongs to one of successful B2C (Business to Customer) business models. From the structure of Amazon customers, Amazon’s positioning mainly faces western developed countries. From Amazon’s product and marketable relationship, it belongs to fully market coverage. Moreover, Amazon manages all the features of products, some people even think that just shopping on Amaon.com is enough, no matter milk oatmeal or household appliances, and then customers can even think about being a salesman/saleswoman to do business with other customers. As President of amazon.com, Bezos says \become well-known. The traditional retail store has three most important factors, namely places, places, still
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places, but in terms of Amazon, three most important factors are technology, technology, still technology.\This is a very important experience, and it is also amazon.com consistent management faith. Amazon never positions itself as service companies, but positioning in high-tech enterprise. The culture tradition and customer behavior among different countries have obvious difference, therefore, the differential segmentation is required to get more market share from local consumers.
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Conclusion
According to analyze and the operation of Amazon.com. We know Amazon have a stable increasing speed of finance every year. It has good strategy and operating system. It is the reason why Amazon surviving the dot-com bust in the late 1990s and early 2000s and passed the e-storms. Jeffrey Bezos lead the Amazon goes to a very way in the e-commerce and let Amazon to be a monster in the online retailer. Now Amazon still expands its market in the world and change its book seller’s concept to the whole e-retailer. We believe Amazon.com will be the biggest e retailer all over the world, even though the competitors like Apple coming to the eBook market to strive the Amazon’s domain.
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Reference
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Impact of the Apple iPad vs. the Amazon Kindle on the e-Reader Market [Online] http://www.investorplace.com Access 9/12/2010
Silk, A, J et al (2006) What is marketing? New York: Harvard Business Press Amazon.com’s Inventory Management [Online] http://www.icmrindia.org Access 9/12/2010 Media Room [Online]
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