Instructions
- Open the audience analysis assignment to be familiar with the assignment and criteria while responding to these questions.
- On another tab, have the “peer review sample.docx” (available via Unit 1 Peer Review and Final Draft Submission Folder) document open to help guide your responses.
- Select a draft to review that has not already been reviewed or only has one review.
- Enter your feedback in the “Audience Analysis Peer Review Form” and return the “Audience Analysis Peer Review Form” to your peer.
Your narrative responses must be in complete sentences and must use language found in the “peer review sample”
1. The analysis addresses all questions for analysis. If not, then list all of the missing responses to questions for your peer.
2. The analysis is well organized. It has a clear structure with an introduction, a body, and a conclusion. If there is not a clear structure, provide a comment about how to make the structure clearer.
3. The memo includes a clear analysis of the two websites, including comparison and contrast of the sites themselves and their target audiences. It does not just describe. If there is not a clear analysis of a technical and non-technical website, provide feedback to your peer on where the analysis needs to be in the document. Point out any areas where there is the escription.
4. The analysis is concrete in that it uses examples from the Websites to support major points. The use of examples is selective and to the point. The examples are included in order to illustrate the analysis point and not to fill the page with words. There are no long direct quotations (defined as more than 3 lines) from the analyzed Websites.
5. The student explains how the examples relate to the analysis. If there are any deviations to these criteria, provide your peer with feedback using the peer review worksheet templates to guide your responses.
6. The memo is formatted correctly following the specified guidelines for memos from Chapter 11. APA citation style is used when needed. If there are errors, point those out to your peer.
7. Spelling, grammar, and punctuation are correct. The minimum word requirement is met. If there are errors, point those out to your peer.
8. Rate how well the paper aligns with the assignment guidelines (minimal = does not meet assignment guidelines; medium = meets about 75% of the assignment guidelines; very high = meets 95% or above of the assignment guidelines)
Minimal, Low, Medium, High, Very high
9. Suggestions for meeting the assignment guidelines:
10. Write a final comment to your peer about two of the overall strengths and one overall weakness of the first draft.
Audience Analysis: Comparison and Contrast
Business Models
eBay and Amazon differ most in how they conduct business with one another. eBay is an online store and auction house that solely helps independent buyers and sellers sell goods to one another. Visitors to websites look through a variety of unique merchants to find the goods they want to purchase. They find the items they desire and then participate severaldescriptiona in auctions by placing bids.
However, Amazon, a direct seller of things, allows website visitors to explore the merchandise the business currently has in stock in a huge network of warehouses (Fei et al. 2020). Instead of selling its brand, which makes up the majority of its product range, Amazon mostly offers items from other retailers. Since 2015, more than 50% of Amazon’s sales have come from independent sellers, and this percentage is steadily rising.
Pricing Strategies
When utilizing an auction model, eBay employs a wholesale pricing strategy. The bulk of the time, eBay vendors demand bids from would-be buyers. Three, five, seven, or ten days are given for vendors to advertise their items for auction, after which the item goes to the highest bidder. A “buy it now” option for some items on eBay enables a client to purchase the item right away, but typically at a higher cost (Nicolas-Sans & Díaz, 2022). As a retailer, Amazon gives fixed pricing for all of its products to customers. Although many sellers could promote the same item, a customer does not need to place a bid or succeed in an auction before completing a purchase.
Seller services
Additionally, the methods used by Amazon and eBay to carry out transactions differ significantly from one another. Since eBay relies on businesses using its marketplace to sell items to generate revenue, it is far more seller-focused than Amazon. It’s noteworthy that eBay aggressively promotes businesses’ use of its auction site (Nicolas-Sans & Díaz, 2022). The business provides platforms so that suppliers may market their products to customers through an eBay shop or the auction website’s classified section.
As they would in a physical store, Amazon actively encourages consumers to browse the things that are offered before making a purchase. Despite using third parties to transport goods, Amazon’s main objective is to attract people rather than businesses.
Target audiences
eBay
To categorize its clients, eBay uses factors such as location, demographics, psychographics, and behavioral characteristics. They provide services in three subcategories: Marketplace, StubHub, and Classifieds. Segmentation, targeting, and placement all differ for different groups. Persons between the ages of 16 and 60, for instance, are their target market for items on Marketplace, but people between the ages of 16 and 40 are their target market for StubHub and Classifieds (Liu & Tang, 2018). They can position their items effectively to appeal to the target market thanks to segmentation. eBay divides its client base into distinct consumer categories for each of its categorized services, focuses on the markets that have development potential, and places its service offerings by the trends in each category. The business employs adaptive positioning for StubHub and multi-segment placement for its Classifieds and Marketplace categories (Liu & Tang, 2018).
Amazon
As a multinational e-commerce company, Amazon targets its markets through psychographic and demographic segmentation strategies. While demographic segmentation divides consumers by age, gender, ethnicity, and income, psychographic segmentation classifies clients according to attitudes, interests, lifestyles, values, and other characteristics (Fei et al. 2020). They also target middle-class and upper-class people who are proficient with technology but lack the time or inclination to go shopping in person. Additionally, to turn website visitors into devoted, lifetime customers, Amazon employs micro-level segmentation, which focuses on specific clients. Amazon is known as a global shop where everything may be ordered and delivered, no matter where a person is on the earth (Fei et al. 2020). To provide its customers with high-quality, reasonably priced services, the firm acquired partners such as Junglee.com, pets.com, audible.com, and other e-commerce start-ups. Due to the economies of scale realized via its wide range of products, Amazon also offers goods and services at fair prices. As a result, the business is well-known in international e-commerce.
References
Fei, W., Jiang, D., & Xing, C. (2020). Business Plan for Future eBay——Subject: Introduction to Business. The Frontiers of Society, Science and Technology, 2(14).
Liu, Y., & Tang, X. (2018). The effects of online trust-building mechanisms on trust and repurchase intentions: An empirical study on eBay. Information Technology & People.
Nicolas-Sans, R., & Díaz, J. B. (2022). Amazon, AliExpress, and eBay: The Impact and influence of the main E-commerce platforms on social networks. The Spanish case. ESIC Digital Economy and Innovation Journal, 1(2), e049-e049.
