Amazon Marketing Case Study

Learning is done through actions. When individuals perform or do, they discover and absorb. It represents an alteration in the behavior as a result from the experience. When people learn, their behaviors would change as they obtain info and experience (Solomon 2014). For instance, say a person had a reaction after consuming peanuts, and so she had a bad experience. She would afterwards associate this bad experience with peanuts, and “learned” that she should not consume peanuts. And so for that reason, she would not be purchasing any more peanuts. Rather, if she had a positive experience with peanuts, she certainly would want to purchase the product again. The learning concepts can be applied in marketing by business organizations.

The marketing

It is determined by the cost of production, the segment aimed, the capability of the market to recompense, supply and demand, and all other direct and indirect factors. There are more than a few kinds of pricing strategies, each corresponded with the total business plan (Yoo, Donthu et al. 2000). Pricing could also be used to discriminate different brands of product, and to enhance the appearance of a particular company (Kotler and Levy 1969). In this case, Amazon is quite competitive in term of its prices, and has strategic approaches of staying up front of its market competitors (Chevalier and Goolsbee 2003). For instance, when a person is considering to purchase a particular book, Amazon has options whether that individual would prefer a new copy or a used one, and it also presents the prices for these books together with their conditions. A further proposal is to pay to create a premium account, where the items purchased would be delivered quicker. Amazon’s competitive prices also results from the minimum number yet well skilled employees, thus the customers are actually benefitting from the reduced cost of overheads, hence, the low prices of Amazon

Amazon has created a massive product base, and offers nearly everything, from mobile phones and tablets, attires for women, men, and also children, gaming consoles, accessories, DVDs, equipment, and Kindle (Venkatraman and Henderson 1998). From the case study, it also mentions about Kindle, which is an e-book reader introduced by Amazon and is the cause of the revolution of switching from hardcopies or papers to digital e-books in the publishing industry. As a result of this successful product, the company later introduced their own tablet, Kindle fire. Amazon persists to develop its product base, where in 2014 it took part in the smartphone industry, announcing its own Fire Phone that was released earlier than Amazon Fire TV which is a set top box system where people can watch numerous channels streaming and it also supports speech instructions when looking for specific channel or videos (Smith and Reinertsen