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Amazon Marketing Strategy

1532 Words7 Pages

1. Primary Target-Market — main consuming group/Secondary Target-Market —additional sales potential
Amazon’s target customers are people who have access to the internet and have financial paying tools such as credit card, debit card, paypal etc. futher, the firm’s clients do not stay within the united states only. Amazon has reached its hand to online customers in other continents. Further the company’s prime program seems to appeal more to older shoppers than the younger ones since data shows that individuals whose age 40 or more are more loyal to the service than people whose age is less than 40. 2. Product life Cycle — describe anticipated adjustments in the marketing mix — changes through the stages.
Amazon.com Inc. uses its marketing …show more content…

The components of this marketing mix enable competitiveness and international growth while Amazon.com Inc. innovates its services.
Amazon.com Inc.’s Products (Product Mix)
In this component of the marketing mix, Amazon’s products or product mix is considered. As the top player in the online retail industry, the company offers a wide selection of products. Such a product mix supports Amazon.com Inc.’s mission statement and vision statement. Through continued expansion and diversification, the company’s products now include not just online retail, but also a variety of other products that address market needs: Retail …show more content…

For example, the company evaluates competitors’ prices as basis for pricing AmazonBasics products. The advantage of this pricing strategy is that it makes selling prices more competitive, affordable and attractive to target consumers. On the other hand, the price discrimination strategy involves setting different prices for the same product. Amazon applies this pricing strategy through its different websites. For instance, the company’s prices for the same products are different between the United States and the United Kingdom, which has its own Amazon website (amazon.co.uk). This strategy is advantageous because it enables the company to adjust its prices based on national market conditions, perceived value of products, and consumer preferences and expectations. In relation, Amazon.com Inc. uses the value-based pricing strategy, which involves price levels based on product value, considering consumers’ perception of value. Thus, the company’s marketing mix reflects flexibility in adjusting to current market

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