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Marketing Management Assignment - Amazon

   

Added on  2020-10-22

20 Pages6660 Words139 Views
MARKETINGMANAGEMENT

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1QUESTION 1 ..................................................................................................................................1a) Lecinski's notion that online consumer engage in three motivation when engage in ZMOTbehaviour ....................................................................................................................................1b) Assist customers to make informed decisions when confronted by overabundance of choice.....................................................................................................................................................2QUESTION 2...................................................................................................................................2a) Changing nature of social marketing environment and importance of implementingsustainable corporate social responsibility strategy....................................................................2QUESTION 3...................................................................................................................................3a) Factors that create effective Internal branding .......................................................................3QUESTION 4 ..................................................................................................................................4A) Importance of monitoring the external business environment ..............................................4b) Strategic Visionary policies to ensure future success of business..........................................5QUESTION 5...................................................................................................................................5a) Concept of segmentation and the movement of “green Consumer'........................................5b) Quality criteria for satisfying the needs of green consumers ................................................6QUESTION 6 ..................................................................................................................................7a) Evaluating the difference between the concept of brand equity and brand value...................7QUESTION 7 ..................................................................................................................................8a) Discussing component of marketing strategy.........................................................................8b) Recommendations...................................................................................................................9QUESTION 8.................................................................................................................................10a) Critically evaluating relevance of marketing mix in today's business dynamics..................10b) Success of Amazon in terms of social media marketing......................................................10QUESTION 9 ................................................................................................................................11a) Corporate social responsibility and its benefits and challenges............................................11b) Recommendations for aligning CSR strategy with organisation's brand strategy................11

QUESTION 10...............................................................................................................................12a) Different marketing metrics for evaluating and measuring the effectiveness of marketing ofAmazon.....................................................................................................................................12b) What metrics does the Amazon uses for measuring success and determines its return onmarketing investment................................................................................................................14c) Ideas for reducing the risk factors when measuring the effectiveness of marketing campaign...................................................................................................................................................15CONCLUSION.............................................................................................................................15REFERENCES..............................................................................................................................16

INTRODUCTIONMarketing management is the process of developing strategies and planning for productsand services for promoting the products and services of firm. In this assignment, Amazon will beconsider for understanding the various concepts of this study. Amazon is a multinationaltechnology company involved in e- commerce, cloud computing and artificial intelligence. It willinclude the consumer behaviour on the basis of ZMOT with contrast to classic stimulus –response model. Moreover, It will provide understanding of the sustainable corporate socialresponsibility strategy. Also, it will contain information about those factors which createeffective internal branding. In addition, The task will focus on monitoring the externalenvironment. It will provide understanding of concept of segmentation. In this study therelevance of marketing mix will be provided. The assignment will include information aboutdifferent marketing metrics.QUESTION 1 a) Lecinski's notion that online consumer engage in three motivation when engage in ZMOTbehaviour ZMOT is an acronym for Zero moment of truth which means the consumers collectinformation through online resource in order to gather information about the products beforepurchasing it. As per the Lecinski 's notion there are three motivation which assist in engaging theconsumer in ZMOT behaviour which includes The following :To save money : The consumer in order to save money look for the best price of productsthrough gathering information from online resources (Google’s Jim Lecinski on What the‘Zero Moment of Truth’ Means for Marketers, 2018).To have budget :It means identifying the alternative products to purchase the products inthe budget set.To save time : Through use of searching it assists in saving time for purchasing theproduct.Classic stimulus-response model assist in understanding the behaviour of buyer. Thedecision of buyer leads to make purchase decision. As per this model the variables of psychologyincludes the motivation, perception and belief and attitudes (Noci, 2019). This factors have theirresponse towards the product, brand, price etc. The information can be search from the family,1

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