Effective marketers should always position their products and services strategically in order to influence change in the society. With this understanding, Amazon’s marketing team sought to influence social change in e society by portraying the internet as an instrumental tool in the modern society. Arguably, the success of the internet is a result of the concerted effort by Amazon’s marketing team that portrayed both Amazon as an equally efficient market place that would increase convenience by introducing such concepts as online shopping and home shopping among many others. Besides a series of market reaches and analyses, the company employed numerous other marketing strategies as discussed in the essay.The marketing mix is one such fundamental marketing tool that Amazon employs in introducing its unique products. The marketing mix provides four primary elements and three other equally important elements that the marketing team must consider before introducing its products in any market. The elements include the product itself, price, promotion, place, and profit among others. The product in this context refers to the numerous products that the company retails. As discussed earlier, Amazon retails numerous products including furniture, books, DVDs, jewelry, and software among many other. Additionally, the product in the context refers to the unique service that the company offers. The company is a virtual market on the internet. Such is a unique holistic product that that sustains the convenience and efficiency to the target customers who enjoys a wide variety of products that they access at their convenience.The marketing team thus considers numerous features of both the products and the services thereby positioning both strategically in order to enhance the company’s profitability. Among the essential techniques the company employs in positioning its product is diversity. As explained, the company retails numerous products and services. Diversity is a basic marketing technique that widens the company’s target market. By introducing numerous products besides books, the company sought to attract more traffic on its website. The technique succeeded since Amazon.com is among the most popular websites globally in the contemporary society. Besides widening the base of products to retail in the website, the company infused numerous other
Shankar, V., & Carpenter, G. S. (2012). Handbook of Marketing Strategy. Cheltenham: Edward Elgar Pub.
Webster, F. E. (1991). Industrial marketing strategy. New York: Wiley.
Please type your essay title, choose your document type, enter your email and we send you essay samples