Description
For this first milestone you will prepare a PowerPoint presentation summarizing the research you have so far done and the segmentation strategies you have so far considered to market the consumer product you are proposing for your final project. Company chosen is Amazon. Please use the resources below, other resources can be added as well. Rubric Attached.
The Amazon Effect On Consumer Expectations and Buying Decisions. Retrieved from https://www.spscommerce.com/blog/amazon-effect-consumer-expectations-spsa/
Amazon, Whole Foods, and the Future of the (Old) New Economy. Retrieved from https://hbr.org/2017/06/amazon-whole-foods-and-the-future-of-the-old-new-economy
Amazon Prime Is Changing Consumer Behavior In The Most Strategic Ways. Retrieved from https://www.linkedin.com/pulse/amazon-prime-changing-consumer-behavior-most-strategic-henry-ho
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Explanation & Answer
Attached.
Market Research & Segmentation
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Consumer Segment That Your Company Serves
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Amazon serves several consumer segments, based on behavioral, psychographic, geographic and
demographic traits of the customers
Focus in this case will be on the behavioral segment of consumers served by Amazon
This is an important segment to pursue to help with the understanding of the niche that Amazon
serves
One gets to understand what Amazon is doing different compared to its competitors
Amazon has managed to serve all levels of loyal customers
Has focused on various personalities as well as met the needs based on the user status
Research sources
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There are various research sources that can be identified and are of quality
These sources can be used in information obtaining for consumer behavior
Current customers can be interviewed to understand their purchasing behavior
Web analytics can also be studied to have an understanding of the values a...