Marketing and Management: Online Purchase Analysis and Strategies

This report analyzes the online purchase behavior of a customer, focusing on a specific purchase made on Amazon. The report discusses the importance of segmentation, targeting, and positioning (STP) in marketing. It highlights how Amazon utilizes STP to attract customers by offering cashback, exchange offers, and focusing on a single platform to increase revenue. The report also examines how Amazon targets its customers through excellent customer service, one-day delivery, discounts, and high-quality products. It concludes that Amazon successfully creates value and builds customer trust, leading to increased sales and a loyal customer base. The references cited include articles on online marketing trends and the importance of e-tailer website attributes.

Running head: MARKETING AND MANAGEMENT
MARKETING AND MANAGEMENT
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MARKETING AND MANAGEMENT
Importance of target marketing
Segmentation, targeting and positioning (STP) are the most important tools when it comes to
marketing of a product in alignment with the target customers. The aim is to figure out
whether customers like the ideas of the product or need something else, as not everyone is
willing to buy what is being sold. Therefore, the brand should have a clear idea about its
target audience (Sridevi & Kumar, 2015). One of the recent purchases that I made online is
bought a Smartphone from Amazon.com. I bought an android mobile of the brand One Plus
that is sold exclusively by Amazon. I bought it online because Amazon offers various cash
back offers for different banks as well as exchange offers that brick and mortar stores do not
provide (Tamimi & Sebastianelli, 2015). This drew my attention to make this purchase from
Amazon. The customer strategy is to sell this particular product on only one platform that
will attract more customers and increase the revenue. Amazon targets its customers by using
the concept of STP to identify what exactly customer wants, buying behavior of customers,
excellent customer service, one day delivery, discounts or offers and high quality durable
items that differentiates it from other online websites. The goal is to create value and gain
trust for customers who will choose Amazon over other brands. Therefore, this made me to
make this purchase online without a second thought and Amazon created another base of
loyal customer.

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MARKETING AND MANAGEMENT
References
Sridevi, J., & Kumar, K. S. (2015). Emerging trends in online marketing. ICTACT Journal on
Management Studies, 1, 34-38.
Tamimi, N., & Sebastianelli, R. (2015). The relative importance of e-tailer website attributes
on the likelihood of online purchase. Internet Research, 25(2), 169-183.