Discussion Questions 3.Why did I (Dr Arasu) choose Amazon as the very first company to highlight in the first lesson of the module? How does this opening story relate to the major points made in the rest of the lesson? (This question should lead naturally into major Lesson/Chapter 1 concepts: What is marketing and what is the marketing process? What is customer-driven marketing? Why are customer value, customer satisfaction, and customer relationships so important?)
Lesson 1 Discussion: AMAZON
Synopsis
Amazon, which was founded in 1995 as a book store, has experienced explosive growth by moving beyond online selling to physical stores, video and music streaming, cloud services, and the Internet of Things, which allowed it to grow revenue to $233 billion. Its CEO, Jeff Bezos, said that Amazon’s success is due to its obsession with customers. It is driven to create genuine value and special experiences for customers. Selection, convenience, and value are the foundation stones of the Amazon experience, and Amazon has introduced innovations that make shopping easier (e.g. 1-Click ordering; Alexa; fast delivery; Amazon Key).
Discussion Objective
An active 10-minute discussion of the Amazon story will help link you to key foundational marketing concepts. Amazon provides an excellent vehicle for introducing the overall marketing framework presented in Lesson 1 and throughout the semester lessons: Good marketing is all about creating value for customers and building strong customer relationships in order to capture value from customers in return.
Discussion Questions
3.Why did I (Dr Arasu) choose Amazon as the very first company to highlight in the first lesson of the module? How does this opening story relate to the major points made in the rest of the lesson? (This question should lead naturally into major Lesson/Chapter 1 concepts: What is marketing and what is the marketing process? What is customer-driven marketing? Why are customer value, customer satisfaction, and customer relationships so important?)
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