Marketing Management

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
SEGMENTATION, TARGETING AND POSITIONING.............................................................3
Segmentation...............................................................................................................................4
Targeting......................................................................................................................................5
Positioning...................................................................................................................................5
MARKETING MIX.........................................................................................................................6
RELATIONSHIP MARKETING STRATEGY..............................................................................8
RECOMMENDATIONS.................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing strategy with regard to any company is defined to be the set of policies are the
activities that are prescribed in order to move ahead with certain plans and implementations in
the organisation with regards to marketing. Marketing is defined as that activity which take the
product that is produced by the organisation into the customers. This will also ensure to
introduce the product and its kind of limitations as well as the properties to people which can in
return focus upon increasing the customer base (Deepak and Jeyakumar, 2019). There seems to
be different marketing strategies that are employed by every company in order to move ahead
with the aspect of marketing. the entire report deals with the marketing strategy as well as a
marketing management that is required to be incorporated by the organisations in order to carry
forward the tasks that are related to marketing. There seems to be success that is evolved by a
proper management with regards to marketing and that can usually target and increase the
customer base. When there is a proper customer base that is maintained in the organisation then
as usual the sales will be at its perk. The organisation that is chosen in this regard is Amazon.
Amazon company started off as an e-book store initially and gradually it has reached a point
where it is known to be one of the most famous retailing services all around the world. With its
marketing strategy it has attend a good reputation and a proper customer base that made it one of
the top most retailers in the entire world. The different marketing strategies that are adopted by
the company and the management in which the strategies are incorporated and implemented at
regular intervals are described in this report.
SEGMENTATION, TARGETING AND POSITIONING
Segmentation targeting and positioning with regards to every organisation will help it to deal
with the different aspects that are related to the division that are made by the company in order to
move ahead with their trade. Retailing sector is said to be one of the most famous and reputed
field in the marketing world where there are numerous organisations that are operating with their
management policies (Park, 2020). The segmentation targeting and positioning will bring about
the nature as well as the perspective through which the company will have to focus upon in order
to move ahead with the growth prospects. There are different aspects that are related to the
community as well as the commodities that are to be identified at regular intervals of time such
that the company can understand the customer behaviour and so they can implement the policies
with regards to product implementation as well as many other strategies only if they will get to

know the effect of customer. In order to get the aspect of customer it is first mandatory to divide
the segments that are related to the communities such that the company can majorly focus upon
them in order to move ahead. The company Amazon being one of the biggest brand will
probably move ahead with certain strategies that will help it towards the different determining
aspects of the society. The Amazon segmentation targeting and positioning is a combination of
different activities that will determine the segments of the people as well as the needs that are
arrived upon interaction with the customers.
Segmentation
Segmentation refers to the aspect of dividing entire customer groups into certain divisions such
that they can be targeted and can be provided with their requirement. Through segmentation the
customer satisfaction can be attained and products can be sold accordingly. There are different
regulations that are maintained by company Amazon in the process of segmentation (Kotabe and
Helsen, 2020). There are different types of segmentation that are followed by the company
Amazon. They are as follows:
Geographic segmentation: Amazon through the Geographic segmentation will follow the
policy of getting the entire society by dividing it into region density and age factor. Through this
segmentation the company will focus upon how far they can extend their service and to which
density they can move ahead. By the segmentation of age they can get to know the different
articles that are related to the customers and they can provide products accordingly.
Demographic segmentation: true demographic segmentation the company Amazon will divide
the population on the basis of gender and lifecycle. It is important to understand the value of
gender while dividing in the segmentation process because it will be true demographic
segmentation Amazon will also focus on the occupations such that they will get a clear idea
about how far they can go and analysing the occupation of the customers. Based on their
requirement and through the divisions that are made in this particular demographic segmentation
Amazon focuses upon providing products (Keegan, 2017).
Behavioural segmentation: true behavioural segmentation Amazon focuses upon the degree of
loyalty as well as the benefits that are sought. It will also identify the personality as well as the
users status such that it will get to know all the aspects that are related to its customers. knowing
customer behaviour is an important aspect and carry forwarding the trade. Based on the
behaviour of the customers the likes and dislikes of the product can be known and this feedback