Amazon.com Marketing
I have selected to evaluate the marketing strategies of Amazon.com. Amazon.com is probably the most widely known of the "dot com" companies in the world today. They started as primarily an on-line bookstore, but they have greatly expanded their product offerings. They appear now to be attempting to position themselves as the one-stop shopping haven of the Internet. "Today, Amazon.com is the place to find and discover anything you want to buy online....We have Earth's Biggest SelectionTM of products, including free electronic greeting cards, online auctions, and millions of books, CDs, videos, DVDs, toys and games, and electronics." (About Amazon.com, http://www.amazon.com). They are appealing to potentially all market segments. So, the first question I will attempt to answer in this paper is how Amazon will reach all those potential markets, get them to their website, get them to purchase, and get them to come back. The next question I will answer is how Amazon's approach differs from a standard store's approach. The Internet is transforming the way consumers and companies find each other. The Internet provides instant access for consumers to companies' information and products. This gives c
In addition to Internet marketing, it is also important for Amazon.com, and many other Internet companies, to market through more traditional channels such as radio, television, and print. Amazon cannot only market to people when they are on the Internet. They also need to create the association in customers' minds that when they need something, they can get on the Internet and go to Amazon.com to full that need, easily. You see a significant number of advertisements for Amazon on television in the United States, especially around gift-giving times, such as Christmas and Valentine's Day, touting how easy it is to get all your gift-buying and shipping done at their web site. In the case of Amazon, to realize the greatest benefits of Internet marketing, it is important for them to be seen frequently by people who are browsing the web. They accomplish this in a number of methods. They use banners placed on other companies' Internet sites that show products that are related to the site the person is browsing. They also provide monetary incentives for companies to advertise Amazon.com and provide links to their product pages. In addition, Amazon uses direct e-mail to previous online customers, either their own or from purchased lists, touting promotions o
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Approximate Word count = 848
Approximate Pages = 3 (250 words per page double spaced)
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