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Improving Marketing - Techniques

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Select a public accessible eCommerce site, identify the Marketing techniques used to promote product/service, how do they segment their customers, what recommendations would you make to improve their marketing impact?

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Solution Summary

This solution gives recommendations to improve the consequences of marketing techniques

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I have taken amazon.com as an example:

Amazon.com is amazing online super mart selling numerous items including book for which it is famous for. Now it is one of the world's leading online retailers with over 17 million customer accounts in over 150 countries. The company sells books, music, DVDs, videos, toys, electronics software, video games, home improvement products amongst others. Through its marketplace services- amazon.com auctions, zshops etc. the company has created web-based marketplaces where buyers and sellers enter into transactions involving a wide range of products.

Online Superstore
Amazon has efficiently used the partnership, alliances and affiliation programs to develop its business model. It used this to supplement its own product lines (Discussed in the other business models). Amazon's platform and complete bouquet of services is made available to sellers to offer additional goods and services and Amazon earns the fees in return (" Syndicated stores program"). It has got partnership with many such organizations, for example, in the UK, Waterstones (www.waterstones.co.uk) is one of the largest traditional bookstores. It found competition with online so expensive and challenging, that eventually it entered a partnership arrangement where Amazon markets and distributes its books online in return for a commission online. Similarly, in the US, Borders a large book retailer uses the Amazon merchant platform for distributing its products. It has also tieup with the toy retailer
Toys R' Us.

Thus its segmentation is based on various product categories and various formats of market places.
Amazon market places
Amazon Marketplace facilitates its customers and other retailers to sell their new and used books and other goods alongside the regular retail listings. A similar partnership approach is the Amazon 'Merchants@' program which enables third party merchants (typically larger than those who sell via the Amazon Marketplace) to sell their products via Amazon.

Amazon.com collects a variable closing fee, a $0.99 per-transaction fee, plus a percentage of the sales price:
Computers = 6 percent
Camera & Photo and Electronics items = 8 percent
Items in the Everything Else Store = 10 percent
All other product lines = 15 percent
http://www.amazon.com/gp/help/customer/display.html?nodeId=1161238

This help customer to get wider choice of products from a range of suppliers with the convenience of purchasing them through a single checkout process.

Z shops and Auctions
Amazon is also offering the auction services and a store-hosting program for small and medium-sized businesses, called zShops. Amazon Auctions and zShops are open markets for goods, one can list (almost) anything for sale or auction. Amazon.com collects fees when one sells (and, for Auctions, when one list and sell). http://www.amazon.com/gp/help/customer/display.html?nodeId=1161232

Apparels Goods

Amazon.com is offering clothing and accessories through its numerous partners like The Gap, Target, Eddie Bauer, and Nordstrom.
Other business models of amazon.com

Distributor

As discussed above Amazon.com sold a wide variety of products online for both itself and its retail partners. Amazon.com is a distributor of many products ...

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