MARKETING STRATEGY

The Marketing Strategy of EBay

The Marketing Strategy of EBay

Introduction

Over the years, EBay has turned out to be one of the largest online marketplaces, throughout the world, connecting people with the things they need and love virtually anytime, anywhere. EBay has 124 million active users globally and more than 500 million live individual and merchant listings at any given time, the majority of which is new and fixed-price merchandise. With mobile apps available in 190 countries, EBay delivers a personalized shopping experience and seamless access to inventory from down the street and around the world. Tailored shopping experiences, including EBay Fashion and EBay Motors, customize buying and selling; and EBay provides variety and choice for sellers by enabling them to offer goods through online, mobile and local channels to consumers around the world (Arvidsson, 2008, pp.326-338).

EBay has taken the lead on many aspects of digital retail, and its latest developments in the United Kingdom will bring deeper collaboration with its retail partners. According to the vice president of UK trading at EBay, Tanya Lawler, EBay has powered forward with mobile shopping, launching a range of advanced apps and opening pop-up stores in London and New York where it allowed shoppers to purchase goods by scanning them with their mobile phones. Seven months into her tenure, she has a clear idea of where the business is heading. New selling opportunities Click-and-collect will give EBay a valuable link with the physical world of retail, something online retailers have been increasingly keen to forge (Denegri-Knott & Molesworth, 2010, pp. 56-79).

Marketing, Marketing Orientation and the Marketing Process

There are many acceptable definitions of marketing, and there is no such thing as one correct version. In its simplest form, it could be expressed as a concern for the needs of the customer above all other considerations. According to other theorists, the term marketing can be defined in terms of business or other actions, which are undertaken with the intention of the promotion or, selling of products as well as services, including advertising and the aspect of market research (Terranova, 2000, pp. 33-58).

The term marketing essentially deals with the outputs of business actions that influence the path of goods and services from producer to users / consumers with the intention of better gratifying them well so as to achieve the goals of the company. One of the fundamental tenets of marketing is that marketing orientation is a key factor of a company's success. The most commonly accepted definition of marketing orientation is: marketing orientation is the organization-wide assimilation of market intelligence, with reference to the current and future needs of customer, diffusion of intellect across departments while ensuring its organization wide receptiveness (Alba & Hutchinson, 2000, pp. 123-156).

An efficiently designed and implemented marketing plan is an important aspect for the success of any organization. It has become increasingly significant in the following century in order to analyze the factors and the mediums available to interact with customers and get their ...