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(12manage.com)
SCAs Dell:
1. The ability to produce a line of high performance products of superior quality. Many of Dell's products had features that were superior to IBM systems and were frequently ranked by publications such as PC Magazine and PC World.
2. Because of Dell's direct relationship marketing concept,
- Dell gets real-time input from its customers regarding their product and service requirements and their views on various products in the market.
- This input gives the company a competitive advantage in tailoring its products offerings and communication programs to meet its customer needs
- Direct relationship marketing eliminates the 25% to 45% dealer mark-up, thereby enabling the company to price its products aggressively
3...
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