Saturday, February 15, 2020

Effect of E-Business on Marketing Strategies Case Study

Effect of E-Business on Marketing Strategies - Case Study Example Amazon.com becomes the first mover in the e-retailing market proposing a wide product range to diverse customer targets. E-business allows the company to connect customer service and good levels, increases customer satisfaction and decreases retention artistries. The main strategy is a virtual bookshop which helps the company to promote and sell its products to customers. Similar to traditional marketing, a virtual bookshop allows customers to review product details 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 information systems can be used to process transactions, collect and analyze data. Technology-based tools have helped marketers perform their marketing strategies more efficiently and effectively in the traditional marketplace" (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 parts 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 nature 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 brand 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 informa tion. 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 model 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 advertisement may be intended to identify new leads or as a start for two-way communication (Archer et al 2002). In these cases an interactive advertisement may encourage a use to type in an e-mail address. In contrast to tra

Sunday, February 2, 2020

Innovation,, Assignment Example | Topics and Well Written Essays - 2000 words

Innovation,, - Assignment Example These computer-related programmes make it easier to ask ‘what if’ questions, make any technical changes or to add enhanced features to any existing design, with alterations in manufacturing made easy using visualisation and graphics (Lieu & Sorby, 2009). If consumer safety advocacy groups can be enticed to ask for this new technology, then government agencies tasked with road safety will be interested and call for early adoption. Other factors can significantly impact the adoption of this new proposed technology, such as the availability of research funding and the eventual equity funding to have a start-up firm. The adoption of air bags took thirty years from initial patent application to making it a standard safety feature today (Pressler, 1998). A special steering wheel will cost about US$25 and the heart-rate monitor will cost an additional US$50 (depending on the brand and model), so the two important devices will total approximately US$75 to produce or manufacture. The car alarm rigged to the heart-rate monitor will cost an additional US$25, a microcontroller will cost about US$100 and the GPS device will cost around US$100, so these four important devices (steering wheel with heart-rate monitor, microcontroller, car alarm, and GPS device) will cost a total of US$300, with another US$100 for direct labor costs for the installation. The entire device will substantially go down over time when expertise is acquired in making it, called the learning curve in economics (Jaber, 2011). A positive thing about this new technology is an expected reduction in car or motor vehicle accidents caused by drowsiness (sleepiness), sudden heart attacks or drunken driving (as a breath analyser will be incorporated into the device). People who suffer from hypertension will also be benefitting from this new device. In addition, older people who still want to drive will be safeguarded by the heart-rate monitor, which will serve as a health warning device for any ch anges in their heartbeat or blood pressure. Driving while sleepy is a very dangerous condition, but most drivers usually just ignore this sign because they think (erroneously) that they can still manage to drive safely while in truth, their reflexes slow down and judgment is impaired. There are many ways to avoid such accidents, but the only effective countermeasure against this is to stop driving (Surani & Subramanian, 2011). So, the heart-rate monitor is a preemptive device intended to proactively prevent accidents despite the judgment of people it is safe to drive when, in fact, they are putting themselves in harm’s way and commit errors posing them at risk. The foremost drawback of this new device is the cost because it will definitely add a significant premium to the total purchase price of a vehicle. It is worth noting this had been the same argument put up by people who oppose adding new features or resist adopting a new technology (Postman, 2011), but people have seen the wisdom of using safety features included in a vehicle in order to enhance driver and passenger safety. This is a common initial objection to the proposal (back then) of installing air bags on all vehicles, in which air bags were first offered as just options but later were made required standard features. It is reasonable to expect the same objection to the heart-rate monitor, and the maker of this device will have to undertake a serious marketing campaign to