Amazon.com, Inc. is a Seattle-based technology company best known for operating the largest online storefront in the world by revenue (second largest by total sales after the China-based Alibaba Group).

The company was founded in 1994 (in the midst of the "Dot Com Bubble") as an online storefront for books and related media. The company called itself "Earth's Biggest Bookstore," and from the beginning their value proposition focused on their sheer volume and variety of products. Their original TV advertisements featured a pair of employees measuring famous large buildings (such as the Colosseum in Rome) and concluding that these spaces were not big enough to hold the company's inventory. Amazon began reselling many different kinds of products in 1998, and for several years struggled to re-brand themselves as more than just a bookstore.

In 2002, the company launched Amazon Marketplace, a platform for other companies to operate their own ecommerce storefronts on the Amazon.com site. This paid service led to a rapid rise of ecommerce in the 2000s by allowing small companies to sell products directly to customers online or to international markets for the first time. While this led to an explosion of growth for Amazon, it also meant that consumers could not always tell if they were buying from Amazon directly or from some other, less reputable seller on the Marketplace. With the goal of ensuring uniform high service quality, in 2006 Amazon launched a program called Fulfillment which offered shipping and warehousing to participating Marketplace companies. This gave Amazon greater control over Marketplace while also providing smaller companies with important and affordable distribution. In addition, using Fulfillment meant that these companies products would qualify for Amazon Pr**

e, a service in which paying member consumers get free shipping on products distributed by Amazon.

NOTE: As you complete the questions below, be careful to double-check whether the question is about Amazon.com, Amazon Marketplace, or Amazon Fulfillment.

Question 1

a. Which of the following best describes Amazons role as an intermediary for companies who signed-up for Fulfillment?

Group of answer choices

Merchant wholesaler

3PL

Broker

Retailer

Agent

Franchisee

b. Which of the following best describes the advertising objective and the execution style being used in Amazon's original TV ad campaign?

Group of answer choices

Informative / Personality symbol

Persuasive / Testimonial

Informative / Testimonial

Informative / Endorsement

Reminder / Personality symbol

Persuasive / Endorsement

c. Which of the following best describes the consumer promotion provided by Amazon Pr*me?

Group of answer choices

Free goods

Rebate

POP promotion

Price pack

Allowance

Coupon

Which of the following best describes a strategy in which a company encourages consumers to leave ratings on their Amazon storefronts in order to increase the likelihood that their products will appear in searches on Amazon.com?

Group of answer choices

Email marketing

SEO

Integrated marketing communications

Search advertising

Content marketing

Customer-generated marketing

e. Which of the following is not part of Amazons value delivery network?

Group of answer choices

Amazon.com

Fulfillment warehouses

Amazon Pri*e members

Companies using Amazon Marketplace

Book publishers

None of the above

g. In terms of digital marketing, which of the following best describes a companys storefront on Amazon Marketplace (i.e., a company's ecommerce presence on Amazon.com)?

Group of answer choices

Owned media

Content marketing

Omni-channel retailing

Paid media

Earned media

Search engine optimization