Marketing Management Individual Project (MMIP) - Price and Deliver Value Offering Assignment

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Marketing Management Individual Project (MMIP): Price and Deliver Value Offering Assignment 1 Samuel Parsons Professor Quigg Marketing Management Individual Project (MMIP) - Price and Deliver Value Offering Assignment Liberty University Online 11/30/23

Marketing Management Individual Project (MMIP): Price and Deliver Value Offering Assignment 2 Q1. Explain the selected pricing strategy (penetration, skimming, competitor-based, etc.). (Ch.11) Amazon’s competitor-based strategy is to simply have a wide range of products and services at affordable prices. Amazon puts prices on their products, no doubt, but their own affordable delivery system makes it hard for Amazon’s competitors to compete with. This strategy allows Amazon to have set prices to generate profit; but it will also attract potential customers looking for any deals for high quality products. Now, Amazon’s skimming strategy consists of a new product having a high price and then it gradually lowers as their competitors offer higher prices. This strategy increases the demand for Amazon; but they are usually able to meet it with their supply. As for the penetration strategy, Amazon uses this strategy to increase their consumer traffic in whatever region of the world they operate in. Now because Amazon’s business is done through the internet, the goal of becoming the world’s customer-centric business becomes a little easier for implementing this strategy. Q2. Discuss various pricing tactics (product line pricing, captive pricing, price bundling, etc.) that have or would prove effective in stimulating sales. (Ch.11) Currently, Amazon uses a pricing tactic called Dynamic Pricing. Authors Yan, Zhu, Korolko, and Woodard state that Dynamic Pricing is the “ dynamic adjustment of prices for rides based on real-time demand and supply conditions. DP is called “surge pricing” by Uber and ‘prime time’ by Lyft.” (Yan, Zhu, Korolko, and Woodard, 2019) This type of pricing is used by an algorithm which starts their products with high prices. Then, the prices are lowered with time to offer affordable prices in comparison to their competitors. Amazon also uses the Price

Marketing Management Individual Project (MMIP): Price and Deliver Value Offering Assignment 3 Bundling pricing tactic to help entice consumer and longtime customers with buying multiple items that possess certain qualities to their preferences. However, these bundles are carefully thought about with their own uniqueness, especially if there is a specific target audience that needs to be reached. These bundles are generally put together by brand, as well as the season of the sales. Q3. Explain the channels of distribution (manufacturer to retailer to consumer, etc.) used to distribute the product/service. (Ch.12) Amazon uses both direct and indirect distribution channels . For the direct distribution channel, it requires products to be sold to consumers directly. However, the indirect channel requires the consumers to buy their products from various retailers and those retailers must provide Amazon with the supplies needed for them to complete the consumer’s order. Amazon's distribution channels are used through different means such as an e-commerce platform, third- party stores, Amazon advertising, Amazon Prime, and physical stores. Q4. Discuss the distribution strategy (intensive, selective, exclusive) relevant to the product/service. (Ch. 12) According to Mr. Gennaro, “Amazon’s distribution approach is a hybrid ecosystem of Business-to-Consumer (B2C) and Business-to-Business (B2B) strategies.” (Gennaro, 2023) Amazon operates entirely through an e-commerce platform to conduct business for many consumers and third-party businesses. With this hybrid distribution strategy, Amazon can sell their products to people from the United States to the other end of the world.

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Marketing Management Individual Project (MMIP): Price and Deliver Value Offering Assignment 4 Q5. Explain the firm’s use of e-channels, e-retailing, or other non-traditional methods of distribution. (Ch.12) Amazon is famous for conducting business by using methods of distributions called e- retailing, e-channels, and other non-traditional methods. Theses methods continue to help bring in products for their customers to purchase through their website called amazon.com. Because of “the rapid development of the internet has led the online retail industry to prosper in the past decade. Moreover, the number of customers who are purchasing products online has been increasing.” (Pu, Han, and Sun, 2019) This increase in customer traffic is due to the convenience that Amazon’s consumers have in just ordering their products and checking out whenever and wherever they want to. Like many other business firms, Amazon will use social media, such as Twitter and Facebook, to convey their message to potential consumers while they browse around through their social media accounts. Amazon will also use television commercials to let those who are watching tv to let them know of the upcoming deals around a particular season of the year. As technology continues to revolutionize the way consumers shop, new methods will be introduced in due time.

Marketing Management Individual Project (MMIP): Price and Deliver Value Offering Assignment 5 References Cuofano, Gennaro. “Amazon Distribution Strategy.” FourWeekMBA , What is The Four- WeekMBA, 5 Nov. 2023, fourweekmba.com/amazon-distribution-strategy/. Yan, Chiwei, et al. “Dynamic Pricing and Matching in Ride‐hailing Platforms.” Wiley Online Li- brary , 15 Nov. 2019, onlinelibrary.wiley.com/doi/10.1002/nav.21872. Pu, Xujin, et al. “Differentiated‐product Distribution in a Dual‐channel Supply Chain.” Wiley Online Library , 4 Mar. 2019, onlinelibrary.wiley.com/doi/10.1002/mde.3007.

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