ANALYSIS OF RELATIONSHIP MARKETING ISSUES

ANALYSIS OF RELATIONSHIP MARKETING ISSUES (A CASE STUDY OF DELL INC (2006

INTRODUCTION

Marketing management involves all functions of analyzing , planning implementation and control of programs that are aimed at creating building and maintaining the mutual beneficial exchanges and relationships with target markets to achieve organizational objectives The marketing objectives , thus is to bring about the increase in sales volumes , the expansion of distributional channels and networks , the reduction of expenditures associated with sales , adopting strategies to position the organization to better compete with its rivals , introducing innovative pattern in

buying , sales promotion , and above all giving satisfaction to customers in to win their continual patronage in the organization

Thus through an effective relationship development with customers these marketing objectives are made easy to attain . The marketing of a product in contemporary times has become a systematic approach that requires every step to be studied , simulated and then be effected . Thus , it means that most negotiations are carefully planned using the different available management and marketing tools . With the advance in telecommunication network , territorial planning , s ales reporting and coverage can be easily computerized and this accelerates communication Advertising today have moved away from the limited media to a better wide range advertising media which are very effective . This include direct marketing using improved mail services , internet facilities including the web , telephone particularly the global system mobile telecommunication . Television and radio commercials have gone digital also outdoor advertising adequately utilized the improvement in technology . The multimedia through advertising using web pages is giving consumers the opportunity to acquire information and details from linked sources other than on the web p[ages . According to Gorelick Associates (2000 , customers are growing in number , becoming stronger smarter- and suddenly we find everyone in a small pond . It 's not merely the product that needs to be sold , but extra benefits need to be tagged on as well . The time has come for selling problems-solving solutions and providing the customer with value for his purchase . Hence , the need to create a bond between the organization and customers becomes germane

This write up would carry out a marketing relationship analysis of Dell Inc . Here a critical analysis of its relationship strategy in tune with its environment , and the utilization of website and e-marketing in building its relationship with its customers would be carried out

HISTORICAL BACKGROND OF DELL INCORPORATION

Dell Inc started as a small one man business called PC 's limited in 1984 with 1000 . During this period Michael Dell , the founder was in his room selling IBM-compactable computers built from stock components . The principle adopted by this firm from its inception is selling personal computers directly to the customers . In 1985 , the organization produced its first own design computer , i .e . `Turbo PC , which contained an Intel 8088-compatible processor running at a speed of 8 MHZ

The growth in the PC ' Limited , made it to set up its United Kingdom operations in 1987 , and eleven more international operations followed in the next four...