C/B/901. Marketing at Dell

The paper examines the marketing process explaining target marketing, analyzing the components of the market mix and applying the marketing mix to different market segments by using the example of Dell to illustrate the concepts. The activities of the sales function and the marketing functions in Dell are explored analysing the PEST factors in Dell's business environment and micro-environmental stakeholder objectives. A profile of Dell's model customer groups is examined; the difference between the marketing mix of goods producing and service providing companies is explained considering the choice of distribution channel, psychological pricing, advertising problems, etc.