BUS 620 Managerial Marketing -Amazon and Consumer Marketing Alonda Martin

Running Head: How Amazon Captured Consumer DesiresAmazon and Consumer MarketingAlonda MartinBUS 620 Managerial MarketingInstructor SusanDate: May 16, 20162Amazon and Consumer MarketingThe History of AmazonThe company Amazon.com, Inc, has redefined the traditional thought of retailing byoffering innovative delivery services, customer loyalty programs and focusing on their customersneeds. Amazon is headquartered in Seattle, WA and began in 1995 as an online bookstore andquickly broadening their reach to electronics such as DVD players, streaming and video gamesto name a few. Amazon’s continued review of streamlining their fulfillment orders, loyaltyprograms, additional regional warehouses, faster delivery services has set them apart from itstraditional competitors. Amazon steadily owns its namesake by being exotic and different whenit comes to servicing and knowing their customers.Capturing Consumer DesiresAmazon.com,Inc. has redefined the way consumers purchase goods by understandingwas is appealing to customers and designed their company behind meeting consumer needs.When most people think of shopping they think of going to a mall or a department store such asWal-Mart to walk around with a shopping cart, going down each aisle and search for those goodsfor which you desire. With technology advancements, such as Internet, smartphones, andcomputers today’s consumer is accustomed to fast service and information with just a click of abutton or a touch of the screen. Amazon has been able to continue to reach new heights becausethey have a pulse on recognizing that their customer is and innovating performance to addressthose needs. In the article by McCorvey, he interviewed Kevin Sterneckert a VP at Gartner whostated, “If you don’t innovate and address whom your customers are, you become irrelevant”(McCorvey, 2015).3Amazon’s continuance to reevaluate their packing process from the time a customerchecks out and investments in Kiva robots have served invaluable to the company. Speed hasbeen the company’s best ally. Not only are they stating they are the fastest they’re proving it.With local regional warehouses across the state the online retailer can process orders and getthem delivered quicker to customers. The regional facilities have allowed Amazon to offer moreproducts such as groceries in urban markets. In places like Los Angeles and Seattle, AmazonFresh were customers can order groceries to cook a meal by the time they’re ending theirworkday has been a convenience for those with busy lives. Currently, Amazon has 89warehouses globally with plans to increase that number to better service customers in everymarket. With more regional warehouses, Amazon will soon expand Amazon Fresh, their nextday and early morning delivery of fresh grocery, in 20 additional markets.Not only has speed been beneficial to Amazon but also the customer loyalty programAmazon Prime has allowed the company to continue its retail dominance. Loyalty programs canenhance prestige by rewarding customers for an achievement (e.g., reaching a purchasethreshold) or offering them exclusivity in the form of selective access to benefits available onlyto customers who provide high margins (Beck, Henderson and Palmatier 2011). Amazon Prime,the company’s $79 per year, second-day delivery program, has free shipping on 15 million itemsaccess to 40,000 streaming instant video games and 300,000 free books on Kindle Owner’sLending Library is the ultimate loyalty program (McCorvey, 2015). If the customer is a frequentof Amazon, the yearly fee is a bargain. Customer’s who take advantage of the Amazon Primeusually spends upwards of $1224 yearly.Subscribe and Save feature is another added bonus at Amazon for its customers. Thisfeature allows customers schedule regular replenishments on essentials like toilet paper and4deodorant [CITATION McC l 1033 ]. Loyal buyers represent a reliable stream of revenue thatwas established from the initial investment of marketing investment (Finch, 2012). Thisconvenient service is just another way Amazon has been able to continue to understand theircustomer’s needs and provide the service for their benefit. With most traditional retailers, anemployee would call to notify the customer of a popular item that may need replenishment fromtheir customer relationship management.Same –Day DeliveryAmazon’s quest for retail domination has also thought about same day delivery for customers tocontinue its dominance by offering same day delivery. This type of service is very appealing tocustomer because it provides instant product gratification. When Amazon decided to shift itsstrategy and build more warehouses across the country it was a step in the right direction toprovide same day delivery service. Cutting its delivery time one day shorter than its current lowcost two-day delivery offered through its Prime programs should bring it closer in line withtraditional retail’s current advantage of customer immediate gratification [ CITATION Teh14 l1033 ]. With same day delivery options, Amazon may cause increased competition for UPS andUSPS.ConclusionsAmazon has a built a successful marketing strategy that is centered on the consumer andtechnology. The company’s drive to continue to improve their response time in the warehousehas proved to benefit the company and its customers. Because Amazon decided to think outsidethe box and adjust to today’s global market it is able to continuously expand and compete with5traditional retailers. Amazon continues to keep customer wants and fast paced lifestyle at theforefront by offering goods and services to meet those desires.ReferencesBeck, J. H. (2011). Review of the theoretical underpinnings of loyalty programs. Journal ofConsumer Psychology , 21 (3), 256-276.Finch, J. (2012). Marketing Management. San Diego, CA: Bridgepoint Education, Inc.McCorvey, J. (2015, August 5). Fast Company. Retrieved May 12, 2016, fromwww.fastcompany.com/3014817/amazon-jeff-bezosTehrani, S. (2014, Summer). Welcome to the Amazon:Leading Online Retail from Local taxAvoidance into Your Backyard. The Tax Lawyer , 875-908.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
$0.00
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with Essay Fountain
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
Testimonials
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Economics
Satisfactory
Customer 452963, November 11th, 2021
Business Studies
I had no idea what to do here and you nailed it! Thank you so much!
Customer 453131, November 21st, 2022
Psychology
Thank you so much!! Very much appreciated!
Customer 452717, April 20th, 2021
Ethics
Since I will be needing assistance from your Team, please do not block me from editing the paper. The entire did an awesome job on last semester and I never once encountered a situation as such. Thank you for your assistance and I look forward to working with the Team for the next 7 weeks of the semester.
Customer 452919, January 15th, 2022
Education
I love you guys, yal are the best. Thank you so much !!!
Customer 453117, September 10th, 2022
English 3311- Professional Writing
Thank you, it looks good!
Customer 452919, January 28th, 2023
Nutrition, Hospitality & Human Services
Thank you for the revision.
Customer 452919, April 16th, 2024
Sociology
I want to thank the entire team. Please know that I am truly grateful for your service.
Customer 452919, November 11th, 2021
Business Studies
This is fantastic! Thank you so much for your hard work!
Customer 453131, November 16th, 2022
Education
Very well written thank you
Customer 452667, April 8th, 2021
Sociology
Thank you for your service. I hope that everyone had a happy Thanksgiving.
Customer 452919, November 23rd, 2021
Business Studies
This is fantastic! Thank you so much! Great customer service and help!
Customer 453131, November 15th, 2022
11,595
Customer reviews in total
96%
Current satisfaction rate
3 pages
Average paper length
37%
Customers referred by a friend
OUR GIFT TO YOU
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat