the assignment 2

Amazon vs eBay

For this assingment, I will compare product from Amazon.com and eBay.com.

1. The first product that I'm going to compare is magazine. The title is Car and Driver. At Amazon, the books is priced at $11.97. At eBay, the price for the same magazine is only $8.00.

2. The second product is drum set. At Amazon, a Tama drum set is priced at $325. While at eBay, a same Tama drum set is priced at higher price, that is at $699.





3. The third product is a men's shoes. At Amazon, a Converse All Star Chuck Taylor Shoes Sneakers Canvas is priced from $29.99 - $26.00. At eBay, the same shoes is ranged at price from $34.99 - $39.99.

4. The fourth product is an Acer laptop. At Amazon, a New Acer Aspire One 11.6" is priced at $349.99 while at eBay, the same laptop is priced at lower price, that is at $299.99.

5. The fifth product is a 2GB SD Secure Digital Memory Card. At Amazon, the memory card is priced at $14.57, while at eBay the price is much lower, that is at $7.95.

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From the above comparison, I've found that Amazon is applying Everyday Low Priced only at certain product like the Tama drumset and the Converse shoes. I conclude here that not all product at Amazon is using EDLP.

bulan ramadan dtg lg..

lm doh aku xupdate blog aku ni..byk aku nk cito..tp xde mase ho molek lg.nt sapa maso aku bercerito la.sbb loni aku xde mood nk kare mengare pjng2 ni..lengoh tange taip byk2..hihihi..

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2kisoh xposo..byk lg kisoh2 laen hok terjd di bule poso nih..nt aku citor pulok..

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the assigment...

MARKETING STRATEGY FOR PURE PLAY COMPANY

Pure-Play Company is purely based on online company. For example the online company is Yahoo and eBay.

1. Segmentation for Pure Play

Breaking up market customers into large identifiable groups or segments.

ü Bases for segmentation:

1. Demographic

2. Geographic

3. Psychographic

4. Cognitive & behavioral

• Effective segmentation have 3 rules:

a. Meaningful

b. Actionable

c. Financially attractive

2. Target-market selection for Pure Play

• Evaluating market segments for overall attractiveness & choosing segments that are consistent with the firm’s marketing strategy & capabilities.
• 3 factors that can be look at:
1. Segment size & growth
2. Segment structural attractiveness
3. Company objectives & resources

3. Positioning for Pure Play

Ø Features or services such as style or speed of delivery

Ø Benefits to be perceived such as happiness

Ø Specific usage occasions such as functional for a given purpose

Ø User category based on specific type of user

Ø Against another product- better than competitor

Ø Product-class positioning – different type of product from what customer

expect

Ø Hybrid/combination of the above

Positioning Plan for Pure Play: 5 steps

I. Identify actual product positioning

II. Determine ideal product position

lll. Develop alternative strategies for achieving ideal product position

lV. Select & implement the most promising alternative

V.Compare new actual position with ideal position

Bricks-and-Mortar Company

1. Segmentation for BAMs Moving Online

- Change in Segmentation Characteristics Due to Internet

- Changes in Size of Market Segments

- Bases for segmentation:

i. Market expansion

ii. No change

iii. Reclassified expansion

iv. Market reclassification

2. Targeting for BAMs Moving Online

- targeting focus on customer similarity and focus on effort

- there have 4 type of targeting:

i. Blanket targeting - serve same segment online as offline

ii. New-Opportunity targeting - serve new segment online

iii. Beachhead targeting - serve a portion of offline segment online

iv. Bleed-Over targeting - serve part of offline segment as well as new segment

online

3. Positioning for BAMs Moving Online

1. Blanket Targeting

• Borrow heavily from existing offline positioning

• Tout basic advantages of the Internet – convenience and accessibility

2. New Opportunity Targeting

· Reposition entirely

· Position differentiations which cater to the new segment

3. Beachhead Targeting

• Also borrow from offline positioning

• Focus more, however, on needs of the smaller group

• Stress value-added advantages of the Internet

4.Bleed-Over Targeting

· Use dual positioning

· Leverage existing positioning

· Position added benefits, such as augmented offerings via the Internet

(example: increased product customizability)

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