The Fundamentals Of Marketing Marketing Essay

1. Concept of MARKETING

Dell International started in India about seven or eight years back by opening a customer contact center at Bangalore in 2001. In 2003, the second contact center was opened at Hyderabad. The business operates its services from four centers based at Bangalore, Hyderabad, Chandigarh and Gurgoan. Dell were only available in Bangalore providing customer support to English speaking countries and later also began providing tech support team, procurement of financial back office and Knowledge process outsourcing. Following the U. S. , Dell India is the second biggest centre with 13, 000 employees. The strategic need for India to Dell is evident from the actual fact that India was one among three locations (the other two being US and UK) where Dell's Latitude E series and Precision notebooks were launched.

Marketing Technique for DELL

Most people don't know that one the main element online marketing strategy that has made Dell Computer so unbelievably successful had nothing in connection with the computer business. Dell actually found out it as a 12-year old kid in Houston, during one of their hot, sweltering, humid, and disgusting summers.

Anyway, he decided one summer to be always a paper boy. He wanted to make some extra money, and, as an entrepreneurial kid, that means owning a paper route. He transpired to the paper where he received a bundle of papers and a set of names to call or visit. The names were randomly picked people who did not have a subscription to the paper.

Dell's job was to start calling everyone on the list and get some subscriptions sold. He sold one here and he sold one there, but he pretty soon began to notice a pattern. There have been two categories of individuals who were much more likely to buy a subscription from him than anyone else.

First, people who had just moved into a fresh home.

And second, people who had just married.

It makes sense right?

They 're going through life changes that drastically increase the probability of them wanting and needing a paper subscription.

Most kids - and most adult businesspeople - would say, "That's neat" and stop there. But Dell took the next step. He started to ask "how do i target these folks and only these people, so that I'm spending my time, resources, and my energy where I understand it's going to pay off best?"

The answer came when he found out public information offered by the neighborhood courthouse could give him usage of who he wished to target. He gathered a small army of 12-years-old kids and sent them all down to the courthouse on a regular basis. They wrote down everyone who had purchased a new home and everyone who had requested a marriage license.

Michael Dell then spent his time selling to those people predisposed to buying. He didn't try to be all things to all or any people, he narrowly and specifically defined who he wished to spend his limited hard work on, he previously a much smaller list of potential buyers, and he did an enormous amount of business (for a paper boy!) because from it.

When summer ended and Dell returned to school, he was actually making more income from his paper route than the teachers in his school.

Most people look at Dell Computer today and think they are simply being everything to all or any people. It is an illusion created by their size. The success of Dell lies in large part with market segmentation and specialization strategies that Michael Dell learned that hot Houston summer, pioneered at Dell Computer, and that the company still does today.

2. Environmental Factors

2a. Identify 5 Internal Micro Factors.


As all businesses need customers, they should be centered oriented around customers. The firm's marketing plan should aim to attract and retain customers through products that meets their "wants and needs" and excellent customer support.


Employing staff with relevant skills and experience is vital. This process commences at recruitment stage and continues throughout an employee's employment via ongoing training and promotion opportunities. Training and development play a crucial role in reaching a competitive edge; especially in service sector marketing In case a business employs staff without motivation, skills or experience it will affect customer service and eventually sales.


Suppliers provide businesses with the materials they need to perform their business activities. A supplier's behavior will directly impact the business it supplies. For example in case a supplier provides a poor service this may increase timescales or product quality. An increase in raw material prices will affect an organization's marketing mix strategy and could even force price increases. Close supplier relationships are a powerful way to stay competitive and secure quality products.


As organizations require investment to grow, they could opt to raise money by floating on the currency markets i. e. move from private to public ownership. The introduction of public shareholders brings new pressures as public shareholders want a return from the money they have invested in the business. Shareholder pressure to increase profits will affect organizational strategy. Relationships with shareholders have to be managed carefully as rapid short term increases in profit could detrimentally affect the long term success of the business.


Positive media attention can "make" a business (or its products) and negative media attention can "break" an organization. Organizations need to control the media so the media help promote the positive reasons for having the organization and decrease the impact of a negative event on their reputation. Some organizations will employ pr (PR) consultants to help them manage a particular event or incident.

Consumer television programmes with a broad and much more direct audience can likewise have a very powerful impact on the success of a business. Some businesses recognize this and can change their reaction when consumers mention they are going to contact a consumer tv program or the newspapers about the business.


2c. Identify 5 external macro environmental factors

Macro environments are concerned with the external factors in a business and the ones that are uncontrollable. These must be taken under consideration when an organization is creating its marketing strategies to make a tolerance for might be found.

The main factors of this marketing type include:

Demography - this targets human population which is very important to the marketing of any business to comprehend profits and what marketing strategies work best specifically areas.

Natural environment fits into macro environment also - As the name suggests, it looks at the natural resources that the company uses for the likes of production. This term is widespread and also includes Government issues which may affect marketing tactics.

Culture - This is an important factor as different cultures communicate in several ways. In addition they vary dramatically in various areas.

Economics - Understanding the economics of different areas and places helps an organization understand their spending trends. This prevents profit loss and money wastage through ineffective marketing.

Political and Governmental Environment: - Political environment refers to the influence exerted by the three political institutions they are; Legislature, Executive, Judiciary etc. The legislature decides on a specific course of action. Government is the executive and its job is to implement whatever was decided by parliament. The judiciary has ensure that both legislature and executive function in public areas interest and within the boundaries of constitution.

Legal and political environment offers a framework within the business enterprise is to function and its existence will depend on the success with which it can face the many challenges constructed out of political and legal framework

(factors that make up Micro-Environment and Macro-Environment)

3a. Variables of segmentation

Geographic segmentation

The market is segmented according to geographic criteria-nations, states, regions, countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with geographic data to create a more accurate profile of specific Regarding region; in rainy regions you can sell things such as raincoats, umbrellas and gumboots. In hot regions you can sell summer wear. In cold regions you can sell warm clothes.

Demographic Segmentation

Demographic segmentation contains dividing the market into groups predicated on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. As you might expect, demographic segmentation variables are among typically the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Also, for practical reasons, there is certainly often a lot more data available to improve the demographic segmentation process.

Psychographic Segmentation

Psychographics is the science of using psychology and demographics to better understand consumers. Psychographic segmentation: consumer is divided according with their lifestyle, personality, values and social class. Aliens within the same demographic group can exhibit very different psychographic profiles.

"Positive" market segmentation

Market segmenting is dividing the marketplace into sets of individual markets with similar wants or needs a company divides into distinct groups that have distinct needs, wants, behavior or which can want different products & services. Broadly, markets can be divided according to lots of general criteria, such as by industry or public versus private. Although industrial market segmentation is quite not the same as consumer market segmentation, both have similar objectives. All of these methods of segmentation are merely proxies for true segments, which don't always fit into convenient demographic boundaries.

(Market Segmentation)

3b. 4 variables of market selection standards for warehouse

The main variables of warehouse in collection of market are

Product affordability: the merchandise sold by warehouse are priced competitively in comparison to their competitors.

Product Quality: The merchandise sold by warehouse aren't only cheap but are of any good reliable quality.

Product Range: The merchandise available at warehouse are of wide range, so the customer can look for different products everything under one roof.

3c Positioning errors of ware house

The main possible positioning errors that ware house would make are

Over positioning: A buyer may need to narrow a graphic of any brand.

Under positioning: Some companies find that buyers have only vague idea of the brand. The brand sometimes appears as yet another entry in marketplace.

Confused positioning: Buyers might have a confused image of the brand caused by the business's making way too many claims or changing the brand positioning too frequently.

Doubtful Positioning: Buyers may find it hard to trust the brand claims in the view of the product's features, price.

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