Os Marketing Fundamentais

Running  Head: Mkt310 Consumer Behavior                                                                                 1

Leonardo Almeida Furquim

Consumer Behavior – Written Project

Amazon

Southern States University

Ms. Michelle K. Bonny

03/19/2020

Mkt310 Consumer Behavior                                                                                                          2

Amazon as a Company

Amazon.com is one of the largest online retail sites in the world. From its humble beginnings in a garage to an international business that employs thousands of people, the company has enjoyed tremendous growth. People from all over the world buy books, music, movies and products from Amazon, and hundreds of partner companies.

History

Amazon.com was founded by Jeff Bezos in 1994. At the time, the company operated in its garage in Bellevue, Washington (USA). He managed to get financing from Nick Hanauer. This first $ 40,000 investment was accompanied by a larger $ 100,000 investment from Tom Alburg, which helped make the new site easier to use.

During the first month of business, Bezos shipped orders to all 50 states in the United States and 48 other countries. Books were the only product available at the time.

Bezos wanted Amazon to be more than just a retail website; he wanted to create an online community. At first, he added a feature that allowed readers to add their own book reviews for all customers to view.

Mkt310 Consumer Behavior                                                                                                          3

Jeff Bezos created a company or magical name for "Cadabra". Amazon's first lawyer, Todd Tarbert, convinced him that the name sounded a lot like "Cadaver", especially over the phone. Bezos finally selected the name "Amazon", so that a company has the same name on the world's largest river.

Mission

Amazon's Mission: “Be the Most Customer-Centric Company on Earth”

Any employee is expected to begin their work with the customer experience. It may seem obvious, but as a company grows it is common for internal processes to lead us to work for the company and not for the client. The obsession with the customer is a principle for Amazon that guarantees, in the long run, that the company's mission is fulfilled.

A good example of this attitude is in some commandments (yes, commandments) that the professionals of the customer service center must follow when receiving a call. They are: answering the customer's question, escalating to the supervisor if he doesn't know the answer, treating the customer like a friend and finally solving the customer's problem. Simple, isn't it? Now imagine your last call to your mobile operator.

Mkt310 Consumer Behavior                                                                                                          4

The company's strategy could not be more black-and-white: the more products, the more consumer experience, the more traffic, the more salespeople, the more growth, the less cost, the lower price, and so on. It is so simple that it was written on a napkin by Bezos

Amazon understands that speed is important in the business world. For this reason, it encourages its leaders to take risks bearing in mind that several decisions are reversible and do not require extensive studies. More than that, professionals who take calculated risk are valued by the organization.

This leadership principle helps Amazon to be perceived as an agile and fast company, both for its professionals and for its customers. It is an attitude that requires courage from the leadership and employees, and the ability to get as much information out of the smallest amount of data available. These are two examples of how one of the largest and most innovative companies in the world is concerned with building its brand. It is not through advertising, publicity or public relations - by the way, the company does not make stratospheric investments on these fronts - but through values ​​and behaviors that can be used and experienced by any entrepreneur.