Amazon Website
1.)
Amazon’s main focus is to be as much customer centric as possible. Satifying the customer is the crucial factor to their success. When I have a look at my own customized amazon.com website I definitely can see this. My site is called “James’ Amazon.com™”. On the first page are 15 recommondations of books and products which I like based on my previous purchases. I even can browse the recommendations by categories. From all sites I visit on regular basis amazon.com offers me the most personalized homepage without even doing anything for it or giving them data besides my browsing behavior and my purchase decisions. Besides getting the usual newsletter with different kinds of offers I sometimes receive my own personalized newsletter, sometimes even with special offers for products I might be interested in it. Once I even received a gift coupon for a free shipping purchase. This was probably because I have not bought anything for quite a while. I really like the way they promote their services because if you do not want to receive any newsletters you are always able to unsubscribe to the newsletters. The I do receive these emails quite regularly but I have never the feeling that it is too much like from some other sites.
Amazon’s marketing goals are to:
1. Increase customer traffic to their websites
2. Create awreness of their products and services
3. Promote repeat purchases
4. Develop incremental product and service revenue opportunities
5. Strgenthen and broaden the Amazon.com brand name
They mainly want to achieve these goals by continously improving the customer experience which will create the effective word-to-mouth promotion and therefore acquire new customers and increase the likelihood of repeated purchases on Amazon.com. This means the actually really believe in the way Amazon.com works and they are certain that this approach will be taken for grand by the customers. Unlike other...
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