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Total size of the digital market now stands at 180 million pounds which now represents over 7 percent of the total book sales (digital and physical combined) in the UK. Another important development for Waterstones in the political-legal front is the fact that the government seems enthusiastic and determined to stop any online piracy.Even as today, when the eBook industry is in its infant ages, there are many eBooks available on the Internet, which infringes the copyrights rules. The UK government is hopeful to bring the Digital Economy Bill so that any illegal eBooks should be removed from the site. Furthermore, both Amazon and ePub have created mechanisms where friendly lending is not possible. The only way to lend online books is to register the account for multiple devices (up to six) and then transfer the file. Since it is an encrypted file, it is highly unlikely that any file transfer would take place between users. On the other hand, the imposition of VAT on eBooks sold in UK may end up being a disadvantage for the eBook retailers. Moreover, as people become more and more aware about the environmental issues, they might switch to the digital books because of the number of forests that need to be cut for creating pages for every book. Digital books, on the other hand, pose no such threat to the environment.Segmentation refers to the process by which marketers divide the target customers into different subsets that share certain characteristics. There are only a few organisations as of today that do not engage in segmenting their customers are which are not aware of the segments in their target market (Pickton and Masterson, p. Segmentation is the most efficient way to appeal to a boarder range of customers by understanding the dynamics and variables that could trigger their purchase. Waterstones can segment their customers in terms of demographic and behavioural characteristics. There are many demographic variables but the most suitable for Waterstones are the variables for age and gender (Cant, et al., 2009, pp. People from different age group tend to pay different types of books and have varying buying decision-making process. Young boys and girls may look for educational and technical genres, whereas, people in their late 30s and 40s may go for more sophisticated and classy themes. Furthermore, men and women are less likely to share similar reading habits. (Kurtz, et al., 2010, pp. 41-42) Where prefer genres like crime, fiction, history,
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preview essay on Marketing
  • Pages: 9 (2250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Ph.D.
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