A marketing strategy refers to a business' overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides. Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. Fulfillment of wants of the prospects is one the important goals of marketing activities.

1. Contemporary Issues in
Management
Marketing strategy of
Amazon
Name: Omkar Mishra
Roll number: 19032
Division: A

2. E-Marketing
E-marketing is the use of information technology for
the marketing activity, and the process for creating,
communicating, delivering, and exchanging
offerings that have value for customer, clients,
partners and society at large.
Simply E-marketing is the process of marketing a
product or service using the Internet.

3. E- Marketing Strategies
A marketing strategy refers to a
business' overall game plan for reaching
prospective consumers and turning them
into customers of the products or
services the business provides.

4. Marketing Management Philosophies
1) The Production Concept: Customers will choose those products and
services that are widely available. Business is concerned with making as
many units as possible.
2) The Product Concept: The product concept proposes that consumers will
prefer products that have better quality, performance and features.
Product concept is best understood showcasing the qualities and features
of the product.
3) The Selling Concept: The Selling Concept proposes that customers, will not
buy unless they are persuaded to do so through selling effort.
4) The Marketing Concept: A strategy that is designed and implemented in
order to satisfy customers needs, maximize profits.

5. Marketing Strategies
Market Segmentation
• The process of dividing a potential
customers into groups, or segments, based
on different characteristics.
• The segments are composed of consumers
who will respond similarly
to marketing strategies and who share
similar traits such as similar interests,
needs, or locations.
Target Market
• A target market is a group of customers
(individuals, households or organizations),
for which an organization designs,
implements and maintains a marketing mix
suitable for the needs and preferences of
that group.
• A target market refers to a group of
potential customers to whom a company
wants to sell its products and services.
Product Differentiation
• Identifying and communicating the unique
qualities of a company's offerings while
highlighting the distinct differences from its
competitors.
• The major sources of product differentiation are
Quality functional features, characteristics and
qualities, promotional activities of sellers and
availability of product or service.
Positioning Strategies
• A strategy that "aims to make a brand occupy a
distinct position, relative to competing brands, in
the mind of the customer".
• In order to position products or brands,
companies may emphasize the distinguishing
features of their brand or they may try to create
a suitable image through the marketing mix.

6. The Marketing Mix

7. Steps for Effective Social Media Strategy

8. Amazon: A Brief Overview
Amazon’s annual global marketing
expenses have been consistently
increasing during the past seven
years to exceed USD 10 billion in
2017. This includes Advertising and
other promotional costs that
amounted to USD3.8 billion, USD5.0
billion, and USD6.3 billion in 2015,
2016, and 2017.
Amazon marketing strategy
integrates a number of targeted
online marketing channels, such as
Associates program, sponsored
search, social and online
advertising, television advertising,
and other initiatives.

9. Marketing strategy of Amazon
• Cost leadership strategy
• Market segmentation
• Generic Corporate Strategy
• Web Marketing & Promotion Strategy
• Global Branding Strategy
• Pricing and Business strategy

10. Issues faced by Amazon during
framing its marketing strategy

11. Conclusion: Generally, Amazon marketing
strategy is based on the following principles
• Amazon 7ps of marketing mainly focuses on product and place
elements of the marketing mix. Offering widest product range among
the competitors. Moreover, the company is able to offer its products
for competitive prices.
• Amazon segmentation targeting and positioning practices are
associated with targeting the widest customer segment. The retail
giant does this with the application of multi-segment, adaptive and
anticipatory positioning techniques.
• Amazon’s unique selling proposition integrates the widest choice of
products and services offered at competitive prices, fast delivery and
exceptional customer service.
• Amazon marketing communication mix integrates different channels
like print and media advertising, sales promotions, events and
experiences, public relations and direct marketing.