Submitted by: Submitted by sshamy
Views: 599
Words: 571
Pages: 3
Category: Business and Industry
Date Submitted: 09/18/2012 08:02 AM
Marketing Mix
Target Market: The group of consumers that the marketing plan focuses on because they share a common need and want
Home
Family computers, college students, home based jobs
Lower priced models for home and recreational needs
Small/medium businesses
Local companies, small non-profit companies
Number 1 PC supplier to small/medium businesses (www.Dell.com)
Public Sectors
State and federal government, educational for schools
Standard models with business formats
Large Enterprise
Large companies
The 10 largest companies use Dells (www.Dell.com)
Standard models with business formats
P.I.P.E.S.: Products, Ideas, People, Experiences, and Services that a company offers
P: Computers
Standard or customized
Standard: get them at Best Buy with essential standards
• Pick up same day
Customized: get them online with your choice of features
• Options: Expense, color, screen size, memory, built in camera, etc.
• Chose to add Microsoft Office Works, Photoshop, games, etc.
S: Services
Standard
Already built for you so you don’t have to install anything
Best Buy customer service
Customized
Differential benefit: properties of P.I.P.E.S that set them apart from their competitors
• Easy to navigate website
• Over the phone support
Value chain: everything in a product adds value to the product
Price: How much the customer is willing to pay to get the value they want
Price ranges $499- $5,000+
The customer can chose the accessories they want in relationship to the price they want to pay
Allows lower income families to have computers
Opens up the demographics
Lower in price than their completion- Apple
Distribution: How P.I.P.E.S. get to the customer
Best Buy
In store pickup
Fast and convenient
Through FedEx
To your door delivery
About 140,000 computers per day are shipped per day (www.Dell.com)
Promotion: Activities that encourage shoppers to buy...