The importance of marketing the Amazon kindle product is not just putting the product on the shelf but exploring and understanding the need of the consumer to introduce the Kindle into the correct market. This will ensure healthy sales and longevity of the product. Amazon Kindle will also have a social responsibility to market the product correctly. The two levels of marketing, Micro and Macro are used to help which market to target. According to William D. Perreault, Jerome McCarthy Jr. (2004), “Micro marketing is important to seek to accomplish an organization objective by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.”
The importance of Amazon Kindle to Micro market the product is more than just persuading the customers to buy the product. Amazon should identify the customer’s needs and aggressively cater to the needs of the customers. Satisfy the customer’s needs and the Kindle will sell itself. One way Kindle is satisfying the customer need is by providing quick access to books by having wireless access. Which means a person can download a book to read within a few minutes. The Kindle is user friendly and easy to use from the moment the end user removes the item from the box. Amazon is meeting a need for the consumer by eliminating hard to figure applications, and easy access to endless reading material. However, if Amazon does not market the Kindle properly the consumer will be missing out on the convenient, easy to use, product.
By being socially responsible opens the door to building a relationship with the consumer which includes customer values that builds beneficial long-term relationships which equals longevity and organizational success.
William D. Perreault, Jerome McCarthy Jr. (Ed.). (2004). Basic Marketing: A Global- Managerial Approach. [University of Phoenix Custom Edition e-Text]. New York: McGraw-Hill/Irwin. Retrieved March...