Advance in technology and the increasingly widespread use of the internet have led many firms to create internet-based channels of distribution that by-pass intermediaries and go right to the customer.
1.Provide an example of a specific company that has used this approach.
2.What does the company gain from using a direct-to-customer internet strategy?
3.What advantages are there for the manufacturer and consumers under this strategy?
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Marketing Question problem
2006-11-27 1:11 am
回答 (2)
2006-11-27 6:00 am
✔ 最佳答案
1) amazon.com - online book selling portalothers - online stock trading (HSBC) - increasingly popular in Hong Kong,
customers perform transactions via online banking account, no need to trade via
brokers.
2) cost savings - no need to run retail outlets, hire sales & customer service staff,
better inventory control, automated order processing
expand reach - reach customers all over the world, 7 days a week, 24 hours a day
3) consumers
- cheaper products
- direct delivery (to home)
- time saving
- convenient self-service : can gather all information and shop via internet
at any time, any place
manufacturers - offer cheaper products to customers as intermediaries costs are saved, some can even sell products to customers directly
2006-12-01 8:01 pm
Dell sells all its products both to consumers and corporate customers, using a direct-sales model via the Internet and the telephone network. Dell maintains a negative cash conversion cycle through use of this model: in other words, Dell Inc. receives payment for the products before it has to pay for the materials. The Internet has significantly enhanced Dell’s business model, making it easier for customers to contact Dell directly. Other computer manufacturers, including Gateway and Hewlett-Packard, have attempted to adapt this same business model, but due to timing and/or retail-channel pressures they have not achieved the same results as Dell.
Dell advertisements have appeared in several types of media including television, the Internet, magazines, catalogs and newspapers. Some of Dell Inc's marketing strategies include lowering prices at all times of the year, offering free bonus products (such as Dell printers), and offering free shipping in order to encourage more sales and to stave off competitors. Recently, Dell became the lowest-price major computer-manufacturer in the United States.[citation needed] To maintain its low prices, Dell continues to accept most purchases of its products via the Internet and through the telephone network, and to move its customer-care division to India and El Salvador.[citation needed]
A popular United States television and print ad campaign in the early 2000s featured the actor Ben Curtis playing the part of "Steven", a lightly mischievous blond-haired kid who came to the assistance of bereft computer purchasers. Each television advertisement usually ended with Steven's catch-phrase: "Dude, you're gettin' a Dell!" Dell fired Curtis shortly after his arrest for marijuana possession in 2003 outside Central Park in New York City; however, Dell denies that the firing resulted from his arrest, stating that the "Steven" ads had run for three years and characterizing them as "stale". The Dell ads featuring Curtis had stopped playing before his arrest, thus lending credence to Dell's statement.
Dell advertisements have appeared in several types of media including television, the Internet, magazines, catalogs and newspapers. Some of Dell Inc's marketing strategies include lowering prices at all times of the year, offering free bonus products (such as Dell printers), and offering free shipping in order to encourage more sales and to stave off competitors. Recently, Dell became the lowest-price major computer-manufacturer in the United States.[citation needed] To maintain its low prices, Dell continues to accept most purchases of its products via the Internet and through the telephone network, and to move its customer-care division to India and El Salvador.[citation needed]
A popular United States television and print ad campaign in the early 2000s featured the actor Ben Curtis playing the part of "Steven", a lightly mischievous blond-haired kid who came to the assistance of bereft computer purchasers. Each television advertisement usually ended with Steven's catch-phrase: "Dude, you're gettin' a Dell!" Dell fired Curtis shortly after his arrest for marijuana possession in 2003 outside Central Park in New York City; however, Dell denies that the firing resulted from his arrest, stating that the "Steven" ads had run for three years and characterizing them as "stale". The Dell ads featuring Curtis had stopped playing before his arrest, thus lending credence to Dell's statement.
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