Effect of E-Business on Marketing Strategies Case Study

Effect of E-Business on Marketing Strategies - Case Study ExampleAmazon.com becomes the first mover in the e-retailing grocery proposing a wide product range to diverse customer targets. E-business allows the community to connect customer service and good levels, increases customer satisfaction and decreases retention artistries. The main(prenominal) strategy is a virtual bookshop which helps the company to promote and sell its products to customers. Similar to handed-down marketing, a virtual bookshop allows customers to review product expatiate and analysis, read about the main characteristics and qualities. In contrast to traditional marketing, a customer sees only an image of the product. Following Archer et al (2002) Various entropy systems can be used to process transactions, collect and analyze data. Technology-based creatures have helped marketers perform their marketing strategies more than efficiently and effectively in the traditional food market (73).In contrast to traditional marketing, Amazon.com proposes a greater range of titles to choose from. Customers have twenty-four-hour access to book, table of contexts and reviews. They can order the book from any split of the world and at comparatively low price. Also, e-business allows Amazon to establish a competitive price through lower transaction costs. Customer service therefore plays a pivotal role in e-business. Getting this role right, and to a standard of expertise that is superior to that of competitors and sustainable in the longer term, requires an in-depth understanding of the personality and nuance of customer service. Knowing customers means closing the loop between the messages sent to them and the messages they send back. The personalization of the service allows Amazon to create a core of snitch supporters and increase its sales. Core information builds and provides access to the books catalogue (Turban et al 2004). The customer database also provides added-value informati on. Core handling and processing maintains payment services between the company and its customers whether they be readers, publishers, resellers or authors. This function also covers shipping and delivery administration. From this configuration, the process of publishing and book selling became much more dynamic than the linear moulding that was the traditional industry model. The Internet has allowed each party in the process to interact with each other with more intensity (www.amazon.com). In contrast to traditional marketers, Amazon has wide possibilities to gather information about target groups and is able to make customer-specific recommendations, analyze their demands and needs. The customer database is used as a marketing tool in targeting existing customers and pursuing potential new ones. Amazon services (web-site and delivery service) are accessible for a large number of households and individuals. Delivering content gives more detailed information on an offer and goods enabling transaction leads direct to a sale. Shaping attitudes can help build brand awareness, and solicit response. An advert may be intended to identify new leads or as a start for two-way communication (Archer et al 2002). In these cases an interactive advertizing may encourage a use to type in an e-mail address. In contrast to tra