Authentic Assessment

Authentic Assessment

Introduction

Every company provides 'Loyalty' in the value of its products or services that are considered to be a positive belief, directing towards repetitive purchases with the passage of time. Loyalty plans and programs are always present in business to attract potential customers and retain existing customer base. Purchasers act together and gain benefits from these programs on a routine basis—whether buying things from a convenient store, purchasing a cup of coffee, travelling in an airline, or paying their utility bills. In other terms, it has been acknowledged by the marketers that it is very important to acquire consumers' loyalty and they really need to put efforts to devise initiatives and programs to make the offer smart and attractive. To achieve the desired target, marketers need to think like their customers and differentiate the loyalty programs in accordance with the customer segmentation.

Amazon.com is a US based international online business. It is the globe's leading e-commerce dealer. It has an innovative and cutting-edge in the electronic commerce domain. It possesses strong competitive benefits. Initially, it offered its services in a limited range of an online book store but soon expanded its product lines into promoting Internet and software-related items like: DVD, CD, MP3 downloading, PC software, video playoffs, electronic items, clothes, furnishings, foodstuff, and playthings. It has the tag line, 'World's largest book store'. On the other hand, as with many e-commerce dealers, there are certain features of carrying out business over the website that generates challenges and the requirement of marketing planning. This paper will consider the current state of Amazon.com considering its general objectives and marketing approach and will redesign its customer service along with the customer loyalty strategies and plans. It will then apply the metrics that will determine its success.

Discussion

Current Situation

Amazon.com was started in the optimism that the e-commerce could revolutionize the mediums to market products directly to customers. Amazon.com is preoccupied with eagerness to provide services to its customers and stakeholders in a similar way. From the time of its commencement around fifteen years ago, company has gradually developed from a promising “dot-com” business into a worldwide giant, a market leader in the sphere of online business. It focuses on two main objectives: the contentment of a purchaser and well-organized commercial development. Its selling approaches are almost-legendary, and promising company should get great knowledge from its established marketing handbook. Company lays its marketing approaches on following features:

It unreservedly offers online products and services in a wide range of its product lines.

It employs user-friendly dealings.

It levels effortlessly from small to large.

It takes advantage of its associate's items and sources.

It employs open communicative arrangements.

It makes use of general performances and attitudes.

Much of its marketing strategy is concealed or hidden - it does not operate $1 million dollar adverts in Super Bowls nor place unsolicited mails in small markets. It depends upon wily e-commerce strategies, powerful associate relationships and a steady statement of excellence to promote itself to the greater part of the ...