Amazon Marketing Strategies: B2B and B2C Insights

RUNNING HEAD TITLE M4 Amazon Marketing Project Addison RaschPremo MKT1110-A1 M4 Project

Amazon Project 2 M4 Project: Amazon Business to Consumer & Business to Business Amazon is a great example of B2B (business-to-business). Amazon also offers the business-to- consumer aspect as well. They do a very good job of doing both, but they do the majority of the business-to-business. Amazon describes itself as a business-to-business store: “Amazon Business is a B2B store with hundreds of thousands of sellers competing to offer a wide selection of products at competitive prices with the convenient delivery experience you are used to from Amazon.” (Amazon). Amazon gives large companies and small companies the chance to save expenses and boost productivity so they can concentrate on managing their operations, such as handling the shipping of the product to their customers from those companies. Amazon also has deals for business customers find a deal or offer different products for large orders. An example would be if a business was looking for a large order of maybe pens, desks, or other office needs. They would send the request to Amazon and ask for a quote, from there Amazon would send it out to the sellers that can send out a large order and they can make bids on who would like to sell the products to the company. Amazon also deals in the business-to-consumer aspect, which is called “Amazon Basics." They aren’t as big with their business to consumer as with their business to business, but on Amazon, they sell some of their own named or branded products. Most of the products meet the basic needs or wants of purchasers, such as fitness products, kitchen ware, electronics, etc. These basic products are mainly at the top of the list of recommended purchases. If you are looking for certain products, such as a dinnerware set, they are the first brand that pops up when searching “Dinnerware Sets." Most of their products aren't fancy or have any specific design, but they advertise them as “highly rated products at

Amazon Project 3 low prices.” Which would portray the common customer as someone who would like something cheap enough to buy and get delivered. B2B Buying Situations The type of buying situation that would be the best fit for Amazon would be a modified rebuy. Amazon doesn’t have their main source of profit from their products, and since they gain most of their profits from third-party sellers, they would want more companies selling through their website or having them sell through Amazon because they get part of the profit from the products that are sold. In the case of Amazon, selling their own products would be a straight rebuy. Products such as their bath tissue, cotton swabs, flossers, etc. could be rebought over and over again because everyone always needs to replace those. Amazon also has the option to “Subscribe & Save,” which is a process where a customer can actually save around 5%–15% if they reorder it within the list of options they give you (every 2–6 months). Role of Ethics in a B2B Market An ethical reputation that includes integrity, openness, and honesty is essential to a company's success and might even be the deciding factor for a business-to-business buyer to choose you over a rival. Amazon said this about their commitment to the people. “We are committed to ensuring the people, workers, and communities that support our entire value chain are treated with fundamental dignity and respect. We strive to ensure that the products and services we provide are produced in a way that respects human rights.” (Amazon) A lot can happen behind closed doors when it comes to actions that are unethical, or maybe as a whole, the company itself is ethical, but since the entire company is so large and has thousands of workers, there could be a few that make unethical decisions. Events such as managers making the employees under them stay way past their scheduled time and not pay them overtime, or maybe a decision to give a certain employee a better work life (hours, days off, etc.), or a popular one that is now usually recorded and posted on social media, is maybe a delivery

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Amazon Project 4 person doesn’t handle the package with care or is lazy with the package and drops it, throws it, or anything, not knowing if there could be anything in there that’s fragile. Ethics can make or break a company, especially if whatever happens is bad enough. Just like in the movie “Wolf of Wall Street,” Jordan Belfort committed what they call a “pump-and-dump scheme, which is “a highly illegal and unethical practice where fraudsters artificially increase the value of a stock and then sell it at an inflated price, making a quick profit at the expense of innocent investors.” (Steve Burns) The Target Market for Amazon Amazon being a middle point between the seller and the buyer, shipping out the products to them is the best way for them to do business with other companies. This also allows companies to have the chance to grow nationwide instead of making a small profit locally or only in a couple of stores. I think Amazon is great at what they are doing and how they are doing it. I think Amazon is one of the greatest businesses in the world, and I love what they do. I am personally pretty critical when it comes to if something doesn’t seem to be working out and Amazon is doing really well with how big they are. Conclusion In conclusion, Amazon is successful in B2B and B2C marketplace that provides a large range of goods at affordable costs. Their B2B operations are given priority, resulting in cost savings and greater production for both small and large organizations. In the B2C market, Amazon also offers its own line of branded goods under the "Amazon Basics" category. The company's success is greatly dependent on ethics, and Amazon works hard to uphold morality and respect for human rights along its whole supply

Amazon Project 5 chain. All things considered, Amazon's operations and business strategy have helped them become one of the most successful companies in the world.

Amazon Project 6 References Kellner, T. (2023, April 13). Amazon Business: What It Is and How It Can Benefit Your Company . US About Amazon. https://www.aboutamazon.com/news/company-news/what-is- amazon-business#:~:text=How%20do%20small%20businesses%20benefit,are%20used%20to %20from%20Amazon. Tanner, J. (2022). Principles of Marketing, v5.0 (5 th ed) . Flatworld Knowledge. ISBN: 978-1-4533-3921- 3. Albrecht, M. G. (2023, January 25). 4.5 Ethical Issues in B2B Marketing - Principles of Marketing | OpenStax . https://openstax.org/books/principles-marketing/pages/4-5-ethical-issues- in-b2b-marketing#:~:text=On%20the%20other%20hand%2C%20you,you%20instead%20of %20a%20competitor. Amazon Global Human Rights Principles . (n.d.). Sustainability (US). https://sustainability.aboutamazon.com/human-rights/principles#:~:text=While%20it%20is %20the%20duty,those%20within%20our%20value%20chain. Burns, S. (n.d.). How The Wolf Of Wall Street Scam Actually Worked . How the Wolf of Wall Street Scam Actually Worked. https://www.moneyshow.com/articles/tradingidea-60444/how- the-wolf-of-wall-street-scam-actually-worked/#:~:text=A%20pump%2Dand%2Ddump %20scheme%20is%20a%20highly%20illegal%20and,the%20expense%20of%20innocent %20investors.

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