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AMAZON

Bus111-Service Marketing
by

S R

on 5 May 2014

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Transcript of AMAZON

Beyond the Smile
`
e-Commerce
Type of Service:
Core Service:
"cyberspace retailing"
Supplementary Services:
Facilitating
Your Needs
Appeals to Your Emotional Needs of ...
belongingness, physiological, and
self-actualization ->
personalized shopping
Amazon for ...
Why Amazon?
WE shop often
- convenience, accessibility, prices
uniqueness
Services
Your Wants
vast product selection
Your Satisfaction
Differentiation:
personalized shopping
Unlike the Rest
Positioning:
- 1st in its Business Model
(industry leader position)
- Powerful Brand Equity
Enhancing
Product
Marketing Mix {7 Ps}
Price
Place/Time
Promotion
website + word-of-mouth
Process
advanced/innovative Logistics & Supply Chain
'virtual' enviro through
user-friendly webpages
e-Commerce Platform +
value-added enhancements
dynamic pricing for consumers
2 pricing options for sellers
Electronic Channels
Physical Enviro.
People
- "fastest ways to sell online"
indirect interaction via consumer reviews
Service Quality:
monitoring of merchant's behavior via consumer feedback (ratings)
Delivery of Services
Productivity:
electronically guided (via page speed, user-friendly pages, easy navigation, constant testing of site features)
Domestic
U.S.
Operations
International
Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Spain, U.K.
Standardization Strategy
dependable fulfillment
Threats
- cyber crime
- regional online retailers
- strategic alliances
Threats/Opps/Trends
Opportunities
- Paypal-like option
- further expand internationally
Impactful Future Trends
- digital wallet (e.g. log-in and Pay with Amazon)
- Big Data (i.e. behavioral data through social networks)
Target Segment
Technologically-inclined consumers
Market Segment
all demographics in
domestic geographics
(some international)
Market
Got Questions?
Full transcript