Marketing Mix Essay

1229 words - 5 pages

Marketing is a process where a product is defined; a plan is created for productions, sales, implementation, support and production. An effective market plan will incorporate products and services to meet a market need to create exchanges that will meet organizational objectives. This process is made up of a combination of processes referred to as the marketing mix. The term "marketing mix" became popular after the publication the article, The Concept of Marketing Mix, by Neil H. Borden. "Borden's marketing mix included product, planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and ...view middle of the document...

"Dell's new PowerEdge 1855 (PE1855) is a mainstream blade server design that places it squarely in competition with IBM's and Hewlett-Packard's blade servers"(Fichera, 2004).PlaceWhere do consumers look to find a product? How do vendors expect consumers to learn more about their product? Dell has provided a user friendly website that allows consumers to research the product lines (Glimore, 2005). Most consumers of PC's are already technologically savvy and have access to the Internet to research and purchase computer equipment. For those consumers who prefer a personal touch of speaking with a sales representative face to face DELL opened Kiosks within many malls in 2002. These Kiosks provided consumers the ability to work with a sales representative to answer any questions regarding a potential purchase. DELL has changed their marketing strategy to expand into retail stores such as Wal-Mart. "Dell said on Jan. 30 that it would close all of its 140 U.S. kiosks, a concept it launched in 2002 to showcase computers, as it expands sales of PCs in retail stores"(Rueters, 2008). DELL found that while consumers could test their products they could not purchase them and take them home from the Kiosks. This new move will allow business partners to take on the cost of demonstrating and selling the products. Consumers will be able to view demonstrations, ask questions, and purchase DELL products from vendors. This will please a portion of the market that DELL has not been as friendly to by only providing sales through the internet and Kiosks.PricePrice should reflect the perceived value of a product or service to a customer. "Pricing decisions should take into account profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing"(ICMBAI, 2002). Evaluating competitor cost versus the product value provided when determining the pricing for a product is critical to any pricing strategy. Consumers may be willing to pay more for a product though they will need to perceive the product is worth more. For example, a consumer may pay more for a vehicle that is considered to be reliable even though the completive products price is greatly reduced. DELL has often used pricing to penetrate an existing market. DELL introduced itself into the blade server market by introducing a lower priced server. "Dell's initial PE1855 pricing comparisons versus competitors' indicate that on a list price basis the PE1855 is cheaper than competitive offerings, and it breaks even against low-end"(Fichera, 2004).PromotionPromotion within...

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