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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of Amazon.com's marketing mix. The realities of overseas marketing are touched upon. Bibliography lists 4 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFbiz086.doc
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Unformatted sample text from the term paper:
cultural boundaries to a huge extent. Often, industries and markets are overly crowded and competing organizations must strive to differentiate themselves and obtain whatever competitive advantage is possible. Sometimes, the
only meaningful advantage to be derived is one that comes from marketing. To derive a competitive advantage from marketing, one must carefully consider marketing mix. Marketing mix refers to the
manner in which an organization divides its resources and investments towards different marketing channels, in order to produce the best results. For instance, a marketing mix that focuses on online
advertisements for a product that is targeted at an elderly demographic (a demographic that historically uses the internet less frequently than others) would be a misguided marketing mix, because the
advertisements purchased would not reach the maximum possible audience. This paper will explore the example of Amazon.com as an eminent example of a large organization that has constructed an effective
marketing mix. It will also explore how Amazon has tailored this marketing mix over time to appeal not just to domestic markets but also to accommodate the companys multinational expansion
into overseas markets. In the early days of Amazons entry into the online retail market, its advertising strategy was not too differentiated from that of its competitors. Figures show that
the company bought nearly 5 billion ad impressions online during 2001, a figure which more than doubled that of eBay, its closest competitor (Mand 2001, p. 19). At the time,
advertisements largely took the form of banners on popular websites, and Amazon certainly bought into this trend with a wide array of banners that emphasized the companys name as well
as its early reputation as the worlds largest bookseller (Mand 2001, p. 19). Over time, of course, Amazon would expand its stock of goods to include nearly all classes of
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