Marketing Homework Paper

Although virago.com provides a large-minded range of services ranging from electronics toappargonls it continues to be recognized as an online bookstore. Amazon.com was a open up e- work company naturalised in previous(a) 1990s soon after its launch it became at once habitual as a n online bookstore. Amazons popularity as a bookstore has throw 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 advertise on TV andby 1987 it had pay backd 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 time asAmazon.com (Barnesandnobles.com).Consumer profile and what influences each category of consumersestablish on customer takeences to shop from Amazon or Barnes & Nobles, several customerprofiles can be ident ified. Those who prefer Barnes & Noble are serious book readers whoare looking for an unconventional title, students of university prefer Barnes & Noblesbeca part of its reputation for maintaining an comminuted inventory of college books andmore everywhere 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 internet, frankincenseBarnes & Nobles is capable of winning consumer conviction 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 older 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. Thus most people who shop onAmazon are comfortable with e-commerce and use e-commerce for most of their shoppingneeds. Ama zon offers a range of incentives to lure customers such services include costless andfree e-cards which customers can send out to their friends. Amazon pioneered theimplementation of the concept of leveragingrs community of interests which allows consumers to interactwith other consumers who have purchased a similar product, thus facilitating exchange ofopinion among customers.Read excessivelyHomework Solutions Chapter 3Amazon is an ideal 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 search engine which integrateswith Google, thus a person looking for a certain book title will get the uppermost listing toAmazon straight to the page associated with the books title. This superior search feature hasmade Amazon popular among avid internet users.Consumer behavior and how it effects e-commerceIdeally a consumer undergoes six stages o f buying process which are (udel.edu)Problem recognition (awareness of need)Information 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. Once 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(prenominal) evaluates 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 not he is satisfied with the purchase.Modern trade approach is intends to create a need for a product. Most promotions andmarketing programmes are designed to create 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 perfection on both(prenominal) the sites yielded the low priced edition at $7.95.Barnes & Nobles manages to provide larger collection owing to its consume publications andstrategic links with dealers of rare, out of print and used books. Both sites provide freedelivery for orders of $25 and more to most U.S addresses under their Fast and Free deliveryscheme. Bothe companies offer a phone found customer servi ce through their call centre.Amazon sells certain exclusive range of products under its bear 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 consideration relationshipwith the customer.ReferencesUdel.edu Fromhttp//www.udel.edu/alex/chapt6.htmlstagesBarnes & NoblesAmazon.com Fromwww.amazon.com