Marketing Homework Paper

Although amazon.com provides a wide blow of services ranging from electronics toapparels it continues to be recognized as an online rule bookstall. virago.com was a pi unmatcheder e- business company effected in late 1990s soon after its launch it became instantlypopular as a n online bookstore. amazons popularity as a bookstore has spew it in directcompetition with Barnes & Nobles, an old and a reputed name in book trade.Barnes & Nobles started out as small book shop in Wheaton Illinois way back in 1917.During 1970s Barnes & Nobles became the first American bookseller to elevate on TV andby 1987 it had acquired the largest network of stores across the U.S.A. Barnesandnobles.comthe Barnes & Nobles e-commerce portal was established in late 1990s at about same prison term as amazon.com (Barnesandnobles.com).Consumer profile and what influences each category of consumersBased on guest preferences to shop from Amazon or Barnes & Nobles, several customerprofiles can be identifie d. Those who prefer Barnes & Noble are serious book readers whoare flavor for an unconventional title, students of university prefer Barnes & Noblesbeca implement of its reputation for maintaining an excellent inventory of college books and more(prenominal)over the bookstore is popular for its highly knowledgeable staff.Some people distrust e-commerce so it is difficult for them to trust a company which exists only on profits, thusBarnes & Nobles is capable of winning consumer faith due to its physical presence in form ofstores at the same times it has a full-fledged internet website. Since Barnes & Nobles is anold and established brand a greater percentage of cured people over the age of 35 prefer tobuy from it.Amazon.com offers more products and services as compared to Barnes & Nobles which onlysells Books, magazines, music, DVDs and computer games. therefrom most people who shop onAmazon are well-provided with e-commerce and use e-commerce for most of their shoppingneeds. Am azon offers a range of incentives to sweetening customers much(prenominal) services include free andfree e-cards which customers can guide out to their friends. Amazon pioneered theimplementation of the concept of barter forrs corporation which allows consumers to interactwith new(prenominal) consumers who have purchased a similar product, thus facilitating rally ofopinion among customers.Read alsoHomework Solutions Chapter 3Amazon is an prototype destination for most young buyers who preferportal for the wide range of innovative products and services it offers ranging from exclusiveelectronics to gift items and apparels. Amazon has superior depend engine which integrateswith Google, thus a person looking for a certain(p) book title will get the topmost listing toAmazon straight to the page associated with the books title. This superior appear feature hasmade Amazon popular among avid internet users.Consumer behavior and how it effects e-commerceIdeally a consumer undergo es six stages of buying process which are (udel.edu)Problem recognition (awareness of need) info search Evaluation of alternatives Purchase decision Purchase Post purchase evaluation. The buying process begins with need recognition wherein the consumer recognizes the lackof certain commodity. formerly a need is established the consumer embarks on an cultivationsearch in order to learn about the object of desire and where and how to acquire it. Theinformation search provides the consumer with knowledge of alternative ways which he canuse to acquire the product.Consumer then trys each alternative in turn and decides uponone alternative thus leading to a purchase decision. Consumer then purchases the commodityand progresses to the consecutive stage of post purchase evaluation wherein the consumersrealizes whether or non he is satisfied with the purchase.Modern marketing approach is intends to acquire a need for a product. Most promotions andmarketing programmes are designed to cr eate a need. When exposed to modern promotionalmaterials the consumer is sparked with a desire to posses the commodity. Websites of Barnes& Nobles and Amazon are designed to inform customers of new offerings and thereby createa need. Ecommerce sites provide consumers an environment for conducting an informationsearch and consumers get to thoroughly evaluate the alternatives prior to making a purchasedecision.Values and benefits offered by Barnes & Nobles and Amazon.comBarnes & Nobles and Amazon manage to score same where pricing is concerned a search forWilbur Smiths novel River God on both the sites yielded the low priced edition at $7.95.Barnes & Nobles manages to provide larger collection owing to its profess publications andstrategic cogitate with dealers of rare, out of print and used books. Both sites provide free manner of speaking for orders of $25 and more to most U.S addresses under their Fast and Free pitch shotscheme. Bothe companies offer a phone based customer servi ce by means of their call centre.Amazon sells certain exclusive range of products under its own brand name such as theAmazon kindle book reader and a Wi-Fi enabled SD card. Websites of both the companiescontain the book reviews by authors and other consumers which enriches the buyingexperience. The sites contain special sections dedicated to popular books or movies such asthe Harry Potter. Thus the ecommerce sites are designed to create a long term relationshipwith the customer.ReferencesUdel.edu Fromhttp//www.udel.edu/alex/chapt6.htmlstagesBarnes & NoblesAmazon.com Fromwww.amazon.com