it analyses the 4ps (product, price,place, and promotion) of amazon and explains the company’s business & marketing strategies. while amazon offers products from all types of retailers and independent businesses, it aggressively promotes its own private label brand, amazon basics (chen, 2018). as the company continues to grow, more and more products are added to the amazon inventory very regularly. for example, value pricing, cost-plus pricing, competitor pricing, and price discrimination to name but a few. it is worth noting that due to its nature of business, amazon can bring about changes to the prices of millions of its products on a single day. such a capability is certainly a great strength of amazon and makes it extremely difficult for the competitors to keep up with amazon.
customers can use amazon’s official e-commerce websites and the amazon app to buy anything from amazon. however, it should be mentioned that amazon was accused of forcing its drivers to deliver 200 parcels a day with literally no break and paying them less than the minimum wage. amazon communicates with its customers with a variety of tools and methods. its email marketing campaigns are also very effective.it is worth mentioning that amazon has a huge marketing budget. we hope the article ‘marketing mix of amazon’ has been useful. also do not forget to enter your email address at the bottom of the site to ‘join us’ free for our newly published articles and newsletters. amazon (2020) amazon global export countries and regions, available at: /gp/help/customer/display.html?nodeid=201910800 (accessed 12 september 2020) chen, c. (2018) amazon now sells 76 of its own private-label brands — from clothes to baby wipes, available at: /amazon-private-label-brands-list-2018-4?r=uk&ir=t (accessed 10 december 2018) clement, j.
in this regard, amazon reaches out to its target online market through its marketing mix, which focuses on the place and price components as major selling points. in this component of the marketing mix, amazon’s products or product mix is considered. such expansion led to an improvement of the effectiveness of the company’s marketing mix in getting a bigger share of the e-commerce market. the venues used to reach target customers are identified in this component of the marketing mix.
this component of the marketing mix involves the strategies and tactics that a company uses to communicate with its target market. moreover, in using direct marketing, the company directly communicates with businesses to offer its online services, such as publishing and digital content distribution. this component of the marketing mix focuses on the price levels and pricing strategies a firm uses in selling its products. 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.
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