Marketing Management: Amazon Analysis and Strategies Report

This report provides a comprehensive analysis of marketing management principles, using Amazon as a case study. It begins with an introduction to marketing management and then delves into specific concepts, including Lecinski's ZMOT, assisting customers with informed decisions, and the changing nature of social marketing and corporate social responsibility. The report further explores internal branding factors, the importance of monitoring the external business environment, and strategic visionary policies. It examines segmentation, the concept of the 'green consumer,' and the evaluation of brand equity and value. The report also discusses marketing strategy components, the relevance of the marketing mix, and Amazon's social media marketing success. Corporate social responsibility, marketing metrics, and strategies for measuring marketing effectiveness are also analyzed, concluding with recommendations and a discussion of risk reduction in marketing campaigns. The report uses Amazon as a practical example throughout to illustrate key concepts.

MARKETING
MANAGEMENT

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

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

INTRODUCTION
Marketing management is the process of developing strategies and planning for products
and services for promoting the products and services of firm. In this assignment, Amazon will be
consider for understanding the various concepts of this study. Amazon is a multinational
technology company involved in e- commerce, cloud computing and artificial intelligence. It will
include the consumer behaviour on the basis of ZMOT with contrast to classic stimulus –
response model. Moreover, It will provide understanding of the sustainable corporate social
responsibility strategy. Also, it will contain information about those factors which create
effective internal branding. In addition, The task will focus on monitoring the external
environment. It will provide understanding of concept of segmentation. In this study the
relevance of marketing mix will be provided. The assignment will include information about
different marketing metrics.
QUESTION 1
a) Lecinski's notion that online consumer engage in three motivation when engage in ZMOT
behaviour
ZMOT is an acronym for Zero moment of truth which means the consumers collect
information through online resource in order to gather information about the products before
purchasing it.
As per the Lecinski 's notion there are three motivation which assist in engaging the
consumer in ZMOT behaviour which includes The following :
 To save money : The consumer in order to save money look for the best price of products
through 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 in
the budget set.
 To save time : Through use of searching it assists in saving time for purchasing the
product.
Classic stimulus-response model assist in understanding the behaviour of buyer. The
decision of buyer leads to make purchase decision. As per this model the variables of psychology
includes the motivation, perception and belief and attitudes (Noci, 2019). This factors have their
response towards the product, brand, price etc. The information can be search from the family,
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friends etc. As per lecinski's notion the motivation for ZMOT which include social factors that
consist of gathering information through family and friends regarding the products and their
alternative. Moreover, the social media play an important role in buying decision. It provides
information through the sites and by gathering information through conversation with different
people. On the contrast, this motivation are affected as with the change in the needs and
perception of customers their motivation also changes. For example, if the price of the product
increases the customer will be less motivated towards that product. Moreover, changes in the
lifestyle and income of the buyer this motivation also changes.
b) Assist customers to make informed decisions when confronted by overabundance of choice
The customer while searching for the product come across number of choices which
affect their decision making and thus the customer is not able to make the decision. ZMOT can
helps the consumer in making informed decisions by searching the product online and get the
details of the product to have better understanding about the price and its quality (Gaul and
Baier, 2019). Amazon can provide the customers with information of their products and their
prices can helps customers to make informed decision. The customers in order to make informed
decisions require informed regarding the alternatives of products.
The organisation can engage the customers with the business in order to retain them in
business and provide each and every details of products so that they have understanding of the
products and can compare the product with other alternatives available. This will help customers
in making the best decision of the purchase option can get the product at best price. Informed
decision is related to providing information which is required by customers so that they can
search the alternatives and choose the best products at the best price to increase their satisfaction
level.
QUESTION 2
a) Changing nature of social marketing environment and importance of implementing sustainable
corporate social responsibility strategy.
Social marketing is used to influence the behaviour and attract the customers towards the
products and services of business. There have been various changes in the current trends which
have their influence on the decision making by the buyers. It aims at developing marketing
strategies for the social change. These are related to the social factors which assist in improving
the society (Marion, 2019). The nature of social marketing environment is changing due to
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increasing competitor for earning profitability rather than improving the society for good. The
changes in the taste and preference of customers and adopting the western culture is increasing in
the society.
Moreover, the social media helps in resolving various issues which are being faced by
companies. Corporate social responsibility of the company assist in contributing towards the
society for developing the society for good. Implementing the sustainable CSR strategy assist in
improving the reputation of business and attract more customers towards the brand. Moreover,
through implementing this strategy the company is able to create value for its customers,
employees and shareholders. For example, Amazon can donate the part of its profit to non profit
for welfare of society will help in implementing environmental friendly policies. Amazon by
fulfilling its corporate social responsibility is able to increase its brand image which will in turn
increase their customer base. After delivering the corporate social responsibility Amazon will be
able to attract more customers towards the firm which will create value for the firm.
QUESTION 3
a) Factors that create effective Internal branding
Internal branding focus on bringing companies core culture and values to motivate the
employees to become the face of the company and represent the company to improve their brand.
In this process company involve it employees for brand development to influence their behaviour
to support the brand.
The factors for creating effective internal branding
 Internal communication : It means conveying the brand values to employees assist in
engaging the employees in brand development process. Effective communication strategy
helps in creating effective communication between employees and management (Pantano
and Priporas, 2019). It includes use of emails, social media, internal messaging etc.
 Innovation : It refers to offering the unique products and services to the customers which
are not present with the competitors assist in developing effective brand.
 Training programs : With the helps of providing training to the employee's amazon can
improve their employees performance which will assist in creating effective internal
brand for the firm.
Internal branding assist in creating the values for the employees and well as customers
through implementing the strategies of internal branding which assist in improving the employee
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performance for better outcome which will assist in improving the brand image of firm.
Effective branding building programme is through use of internal communication which assist in
communicating the mission and vision of the firm to employees which help in creating internal
branding for Amazon. The Amazon in order to implement the internal branding programmes can
enhance the internal communication in which it can provide understanding to the employees
regarding the firm's mission and visions which will enhance the employee's performance towards
improving the brand image of company. Amazon through use training programmes can also
make the internal branding strong because through training programs the company will be able to
imporve the performance of employees.
QUESTION 4
A) Importance of monitoring the external business environment
External business environment consist of those factors which are present outside the
business environment but have their influence on the firm operations. Organisations by analysing
the external environment is able to gain competitive advantage towards the other firms. The
company analysis the external environment to be ahead in competition by changing the strategies
as per changes in the external environment to reduce the negative impact of those factors on
performance of company. For example, By external business environment analysis Amazon is
able to understand the changes in trend in market which will in turn assist Amazon to adopt those
changes in advance to gain competitive advantage.
Amazon is having various market gaps due ton changes in the external environment
factors such as changes in trend due to which the demand for the existing products reduces. The
organisation have to manage the gap between the demands as there are various g gaps in demand
due to heterogeneity of resource. The organisation face difficulty because the firm does not have
various resources which are required (Kumar, Sharma and Salo, 2019). Amazon in order to
reduce those gaps have required the capabilities such as market knowledge, marketing
experiments, open marketing. The gap exists because consumers are taking greater control,
technology advancement etc. the company in order to gain competitive advantage must close this
keep before the rivals (Closing the Marketing Capabilities Gap, 2018). The companies require
clever investment in technologies. Moreover, the companies through experimenting and
extracting new insights can respond to change in the marketing environment.
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b) Strategic Visionary policies to ensure future success of business
Strategic visionary polices of business assist in developing plans for the operation and
gaining competitive advantage for the firm which helps in the success of business. The company
with the helps of planning of the long term can make effective decisions for the growth of
business. The visionary strategic policy includes defining the vision of firm clearly to perform
the operations accordingly. Company by focusing on the products and services quality can
ensure the future success of business. The visionary policy of Amazon is to increase their
customer base and increase their brand image through providing high quality products and
services. Amazon by working on providing high quality in their products and services will be
able to achieve future success of business.
Moreover, the business consider its employees demands in their polices and must
produce the products and services as per the taste and preferences of customers to which will
assist in retaining customer for the long term in business for increasing the market share and
profitability of firm. Engage the employees and provide them training improving their skills and
knowledge which provide better customer service. Also, the firm should consider the satisfaction
of employees to reduce the employee turnover of firm and improving the performance of
organisation. Organisation should consider on investing in technology and adopting the various
technological changes. The company in order to achieve this objective should provide training
to its employees to improve their performance and use high quality raw material in their products
and services to enhance the company's brand image.
QUESTION 5
a) Concept of segmentation and the movement of “green Consumer'
Segmentation is the process of dividing a market of the potential customers on the basis
of different characteristics. It assists in grouping the customers on the basis of same interest,
needs and requirements (Palmer and Truong, 2019). The segmentation is based on the behaviour,
demographic, psycho-graphic and geographic differences. It assists in reaching the group of
people having the same demands of products. On the contrary, there are various disadvantage of
segmentation which includes difficulty in distribution, lack of information about customers etc.
The Amazon is addressing segmentation on the basis of geographic, demographic, behavioural
and psycho-graphic.
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 Geographic segmentation : The Amazon is covering over 100 counties and all the rural
and urban areas.
 Demographic segmentation : The company has segmented the customers on the basis of
age, gender, life cycle stage and occupation. Age includes from 18 years or above, gender
consideration of Amazon are both males and females.
 Behavioural segmentation : It includes loyalty, benefit, personality and user status.
Amazon loyalty consideration includes hardcore, soft core and switchers. Benefit
includes product assortment , competitive prices.
 Psycho-graphic segmentation : In this amazon has segmented the customer on the basis
of social class and lifestyle. Social class for Amazon includes working, middle and
upper. Lifestyle includes reformer, resigned, explorer etc.
Green consumers are those consumers which have concern of the environment and are
required using eco – friendly products. These customers are increasing in order to reduce various
environmental issues by using the eco- friendly products to satisfy their wants without harming
the environment. Amazon in order to satisfy the needs of green consumers are providing various
products and services and are maintaining the sustainability policy to protect the environment.
b) Quality criteria for satisfying the needs of green consumers
The green consumer require the eco – friendly products, the quality criteria for which
should be consider by Amazon for satisfying the needs of green consumer includes the
following:
 The company should not provide the products which are hazardous for consumer or
animals (Jang And et.al., 2019).
 Does not involve material incorporated through use of endangered species and threatened
environment.
 Products provided must be of high quality and must not have materials which have
resulted from threat to environment.
 Management of waste and producing the products which does not result into pollution.
Amazon in order to satisfy the need of its green consumer must change those products
which are made through threatening to environment and are hazardous for people and animals.
Amazon should use materials which are eco- friendly. Amazon in order to maintain the quality
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criteria must focus on recycling the products, proper waste management and providing the
products which are eco – friendly.
QUESTION 6
a) Evaluating the difference between the concept of brand equity and brand value
Brand equity is a marketing term that describes the value which company posses because
of its brand name. This value is ascertained by the perceptions and opinions of customers and
their experiences of using the brand and its products. This value helps the Amazon in charging a
premium that is higher price than the market price from its customers. It develops overtime as an
outcome of consumer's experience with Amazon like what level of customer satisfaction
company provides decides the success of brand that eventually becomes brand equity. Amazon
leverages on its brand recognition (Kotler and et.al., 2015).
There are some negative aspects that is associated with brand equity. Building a brand
equity is very complex process, very expensive top design, hard to maintain with the passage of
time.
Brand Value is an intangible asset of organisation that helps it in differentiating firm's
book value from its market value. It is basically the financial value a customer would pay more
for Amazon's products.
The difference between the two concept is that brand equity is the importance of Amazon
brand in the eyes of people whereas brand value is the financial significance that the brand
Amazon carries. It is basically a worth of a brand in financial terms.
Amazon measures brand equity by the way of :
 Brand visibility : Its awareness, utility and creditability in relation to customers
requirements. Rankings on the Search Engine Optimization, TV ads, etc would spread the
awareness for brand. The products that are offered y Amazon that are capable of meeting
customers requirements would determine brand's utility.
 Brand association : It is something about the brand such as organisation's core values,
functional benefits etc. which are deeply seated in the minds of customers. It could be
negative or positive. For example, Amazon has created a brand of being world's most
trusted online shopping site.
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 Customer loyalty : Amazon measures its brand equity through its loyal customer base,
more loyal customer meaning higher brand equity. The level of brand equity is measured
against the standards set by it in its plans.
There are various ways of measuring brand value such as cost based valuation, income
approach brand valuation. Amazon applies cost based valuation in which values of brand assets
and liabilities are determined at cost. Amazon has a brand value of 70.9 billion (Learn How to
Calculate Your Brand's Value, 2018).
QUESTION 7
a) Discussing component of marketing strategy
 Target market identification : This means ascertaining the group of customers to which
a company wants to offer its products and services. The market is segmented on the basis
of ; Demographics, geographic, behavioral and psycho-graphic factors.
Amazon identifies market by scanning the market, analyzing competition,
analyzing own products, selecting a particular segment and evaluating the decision.
Segmentation is based on geographic regions such as Amazon India, Australia etc, in
more than 100 countries, gender based like male & female, life cycle based like married couples,
bachelors etc, occupation like professionals, students. Behavioural segmentation like hard core
loyal customers, switchers etc.
 Market positioning : It is the capability of influencing the perception of customers. The
term means the place, brand acquires in the minds of people and what competitive
advantage allows brand to be recognize as different from its competitors. Marketing mix
is used for this purpose (Lovelock and Patterson, 2015).
Amazon applies multi segment positioning in which it offers wide variety of products
and services which helps it in exploiting various segments simultaneously. For example, it offers
562 million products which caters to the requirements of different market segments (Amazon
Segmentation, Targeting and Positioning: Widest Range of Target Customer Segment, 2018).
 Marketing mix : It is a set of activities that Amazon applies for promoting and placing
its brand in market. It consists of :
 product : Wide variety of products from grocery to clothing
 Place : Biggest online retailer which sells its products worldwide.
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 Price : Price of the Amazon products are based on competitive pricing strategy. It
analyses competitor's move for fixing its own prices.
 Promotion : It communicates with the customers through advertising campaigns on TV,
magazines, newspaper, social media and hoardings.
 People : It has a tremendous strength of human capital with more than 600000
employees.
 Process : The process of the delivery of services, production process, payment system etc.
are very well defined in the organisation.
 Physical evidence : They have an official website, also put their website in other web
pages, physical headquarters in the US.
Amazon through thorough market research formulates it marketing strategy which
focuses on increasing sales by utilizing limited resources very optimally. The strategy is
implemented by communicating it within organization, setting accountability, developing focus ,
action oriented and monitoring the progress.
b) Recommendations
Amazon needs to implement strategy more effectively by dividing its long term focus
into short term goals, checking on actions that contributes to the success of strategy regularly. It
has to continuously keep an eye on customers preferences and competitor's move for formulating
useful and effective marketing strategy that could lead organisation to higher growth (Guo,
Barnes and Jia, 2017). Analsying of data more thoroughly, focussing on top customers, making
the marketing straguies more flexible which can adapt market trends more conveniently are some
ways through which Amazon could improve its marketing strategy effectiveness.
QUESTION 8
a) Critically evaluating relevance of marketing mix in today's business dynamics
As per Shaw, (2016) marketing mix holds great importance even in today's time because
it guides the Amazon in deciding where to place its product, what shall be the distribution
channels, location that would help in creating additional sales, what processes the company shall
use in producing and selling its products and services. It also holds importance as it tells the
company that how much a consumer is willing to/and pays for the product, how the brand and
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products are to be promoted, how much workforce would be required for holding such
operations etc.
However, Armstrong and et.al., (2015) argues the relevance of marketing mix in recent
time as with the changing situations, knowledge of customers, increasing competition is making
the concept of marketing mix an old theory which could now be replace by Marketing C's. For
example, product is getting replaced by customer value or solution to customer's problem, place
by convenience, price by cost stated by consumers and promotion by communication in form of
excellent customer support services, listening customers and satisfying them.
The drawbacks of marketing mix model is that it involves great time and huge cost for
applying it in business. Since, the data for marketing mix required is very large, it can make the
information a bit messy which could lead to inaccurate decision making. It also does not take
consumer behaviour in consideration as it is internally oriented. It is not suitable for the rapidly
changing business dynamics.
b) Success of Amazon in terms of social media marketing
Amazon has been very effective in its social media marketing that has led it a one of the
big four technologies of world. This is evident from the fact that company e commerce business
totalled to $52.8 billion in 2017 way higher than its rival Walmart (Amazon's Social Media
Marketing Strategy To Inspire Buyers & Drive Revenue, 2019). For example, company uses
pinterest as an extension of its main store on online platform. Pinterest is one of the busiest sites
on internet from which Amazon has gained tremendous popularity. However, it faces challenges
in deciding on which social media platform, it shall aggressively promotes its business.
The company can make its social media more effective by hiring professionals companies
specialists in social media marketing who can conduct such activities on the behalf of company.
It can make its advertisements more attractive like adding audio, making the blogs mobile
friendly, creating new life into old content on social media as this connects to people in nostalgic
way and encoring customers on providing suggestions and feedback (Chernev, 2018).
QUESTION 9
a) Corporate social responsibility and its benefits and challenges
Corporate social responsibly (CSR) is a self regulated and ethical framework that assist
the company in carrying out activities that offers maximum social benefits and this society
includes its internal as well as its external stakeholders. The benefits of CSR on business
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performance and its brand value is such that Amazon and other corporations have made it as
critical business function rather than just a tactic of gaining acceptance by society. For example,
Alexa one of the brand of Amazon, is a virtual assistant which can control various smart devices
through its artificial intelligence technologies.
Benefits of CSR on Alexa brand :
 Enhanced brand value
 Customer satisfaction by offering something very innovative in the market
 Positive Publicity and PR created through CSR activities increased the sales of Alexa
device.
 Increased productivity due to acceptance by society for the Alexa brand as society
provided more resources in form of employees, capital and materials.
 Long term mantra for success of brand
Challenges :
 CSR leads to greater scrutiny of the brand Alexa
 It is a costly affair
 Possibility of misinterpreting the values and beliefs of community which could
negatively impact brand value and profitability of the brand (Menon and et.al., 2015).
b) Recommendations for aligning CSR strategy with organisation's brand strategy
Amazon must very comprehensively and thoroughly analyze its CSR investments and
proposal and makes sure that it fits in well with the company's brand strategy. There shall be
proper identification of core areas that both CSR and brand are appropriate for reaping the best
output for the company. The alignment of the CSR and brand strategy must be backed up an
implementation plan that consist of key initiatives, core messages and related &supporting
business proof elements.
CSR is important for the brand strategy because consumers that are part of community
tends to choose the products and services of that organisation which supports its employees'
welfare, contributes in community development, human rights and environment sustainability.
Thus, alignment needs to be done between Amazon's brand strategy its CSR which could be
improved through more societal activities like taking care of society's needs, employee
satisfaction & welfare and environmental concerns.
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QUESTION 10
a) Different marketing metrics for evaluating and measuring the effectiveness of marketing of
Amazon
There are various types of metrics that could be used by the organisation for measuring
the effectivenesses of its marketing efforts like promotions, advertisement, campaigns etc.
Measurement of the marketing activities is required for the further improvement in the strategies
that could the company in maximising its brand value and revenues in the future. The metrics are
given below:
 Search engine traffic : The density of traffic at the official sites which are being referred
by the search engines such as Google, Bing etc. This shows how much is the company is
popular amongst the people in the market. More traffic at a site means consumers are
aware of the company's products and are interested in company's products. Search engine
optimization web design helps company in establishing competitive advantage as it assist
organisation in ranking on the search engines through which company is more visible
when potential customer search for the products' amazon is offering.
 Brand impact or increase in brand value : When the perceptions of the consumers
changes more positively towards the brand, it helps in enhancing its brand equity and
brand value. The customers become more loyal to the brand which contributes towards
the long term success of the company (Liu, Li, Chen and Balachander, 2017). This proves
the effectiveness of marketing strategies of Amazon. It is a well known that when a
company possess a sound and large loyal customer base and higher brand equity, it
makes organisation more powerful in the market, in short provides competitive
advantage. Higher brand equity determines the consumer behaviour in the sense that
customer perceives value of brand very high and wish to buy the products of company
again in the future.
 Customer retention : Marketing efforts could be measured in terms of size and number of
loyal customers a company possess in the market, this also decide the market share of an
organisation. Exhibitions and promotional events attracts the customers. However, such
events and campaigns do not result into immediate increase in sales or customer base, but
it is still necessary for treating them well. This enhances the experience and interaction of
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customers with the company which eventually leads to the increase in the value a brand
occupies in the minds of the customers. When customers are retained, it means that
consumer are willing to buy the products and services of the Amazon as company has
been successful in meeting the expectations of the customers.
 Benchmarking : The marketing efforts could be used for measuring the effectiveness by
comparing the performance with the benchmarks set in the industry. Comparison of
performances would help in figuring out the reasons where the organisation is lagging
behind or whether it has outperformed the standards set by the market leaders in the
industry (Stead and Hastings, 2018).
The gap which is known by comparing the performances through benchmarking helps
Amazon to rectify its mistakes and inefficiencies which eventually helps in developing
competitive advantage. Consumer behaviour is understood when the performance which is
desired is either under or over achieved than the standards. Low performance shows that
consumers are not liking the offerings of company as it has failed to meet their requirements and
higher performance means that customers are satisfied with the services & products.
Impact of metrics in developing competitive advantage : All these metrics helps an
organisation in creating a competitive edge over others in the market because possessing a loyal
fan base is a rare capability that is not everyone's cup of tea in this ever changing business
environment. Higher brand equity and brand value means more sales, profits and longevity of the
business in the market. Such brand equity also helps a company to charge a price above the
market rate which itself is a competitive advantage. Comparing the performances with the
benchmark performance in the industry helps in assessing the shortcomings and strengths which
in turn assists the company in focussing on its core areas.
Therefore, it is not wrong to say that marketing strategies of a contributes greatly to the
organisation in developing its competitive advantage where it differentiates itself hugely from its
competitors (Steenkamp, 2017).
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b) What metrics does the Amazon uses for measuring success and determines its return on
marketing investment
Amazon uses loyal customer base and brand value metrics for measuring the
effectiveness of its marketing efforts. Marketing campaigns, advertisements and promotional
activities are expected of increasing the sales, revenues, popularity and enlarged loyal fan base.
Return on the marketing investment refers to the measurement of sales and revenues
generated by a marketing campaign as against the expenses Amazon incurred for creating and
running such campaign. Marketers of the company put their energy, time and cost for making the
organisation as one of the top player in the market. Thus, the RMI measures the benefits derived
conducting marketing and promotional events against the resources that were utilised for running
the campaign.
Amazon determines its Return on Marketing Investment in the form of :
 Increase in sales : Incremental sales generated by the marketing efforts.
 Leads : New potential customers created through the marketing campaign
 Wins : New customers created by the marketing efforts.
However, there is risk or say a challenge while determining the ROI that are not
considered while calculating the return. For example, increase in sales will provide % of return
generated but it will be difficult to measure the hours spent on planning and implementing the
marketing campaigns. Other challenges are numerous marketing campaigns at a time makes it
difficult for marketer of Amazon to measure the marketing ROI, lack of control is another
challenge (Homburg, Jozić and Kuehnl, 2017).
c) Ideas for reducing the risk factors when measuring the effectiveness of marketing campaign
The risk factors when evaluating the effectiveness of the marketing efforts by making
provisions for the situation where the effect of marketing campaign reflects in the time in which
they are supposed to do. For example, marketing campaign would generate the sales and its
initial effects will be seen after some time. Therefore, proper provisioning of such factor would
help in depicting more true picture of effectiveness of the campaign.
A hybrid metrics could be used by the Amazon for overcoming the challenges faced in
the above mentioned metrics. A metric which would consider benchmarking aspect, incremental
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sales method, customer retention, planning hours aspects are considered. For example,
incremental sales would not show the number of loyal customer base, this extra revenue might
me be an outcome of one time sales. This criterion does not accurately measure the effectiveness
of the marketing inputs of the company. Therefore, its is advisable to use a hybrid metric which
is more comprehensive and takes into consideration every minute aspect related to marketing
(Armstrong and et.al., 2015).
CONCLUSION
From the above study it has concluded about marketing management which means
formulating strategies for promoting the products and services of firm. In this assignment it has
shown about three motivation for consumers to engage in ZMOT which are to save time, to have
budget and to save money. Moreover, it has shown changing nature of social marketing
environment which includes changes in trend and taste and preference of customers and other
factors. Also, It has provided with factors which create effective internal branding such as
communication, training, reward and recognition etc. This study has provided understanding
about segmentation which is related to diving the marketing into groups and parts on the basis of
same behaviour of customers.
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