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is more, the whole process operates fast.
The direct marketing not only brings success to Dell from the very start by eliminating the additional cost on retailer shops but also brings a number other critical business advantages:
By dealing directly with its customers, Dell can understandexactly their needs. This ensures that expectations are met and that customers are not disappointed. In addition, Dell receivesthe views of various individual customers and gains a deep understanding of their individual requirements. As each computer is "built to order"(business 2000, 2005). The customer can specify the features they want. That particular computeris then built and delivered to that particular customer. This kind of computer is totally customized and the service is highly personalized, too. The updating is fast,if a new technology emerges Dellcan know quickly from customers and includeimmediately, which is quite difficult for acompany with stocks of ready-made computers. Besides, inventory itself costs a lot of money on location expenses and management etc.
Customerization ensures the long-term development and virtual integration. Dell has established customer websites, "premier pages" (Dell Devotion, 2006) for their business customers, whose employees can then order computer configuration by themselves when having the approvement from their IT departments. It is said on the premier pages website that "It’s your personalized purchasing portal, and it’s got a great new easy-to-use layout and improved product content. You now have immediate online access to contract pricing and configurations specific to your company’s needs" (Dell Devotion, 2006). Dell's operation means more than pioneering new markets or delivering custom-made products at lower prices, they are transforming the practice of marketing from being "seller-centric" to being "buyer-centric". And from the customer's perspective comes to the customerization (Wind, J. and Rangaswamy, A., 2000). Some doubts may come out pointing that face to face is the best way to sell, but the environment changes and customers' changes. With the popularity of computers, more and more customers are kind of expert in the hardware and software, they understand what they prefer, which part of their computers should be advanced, and they will hardly satisfy with the fixed computers on sale. Besides, they have more percific requirements: comparable levels of pricing, on time delivery and after sale services. Referring to after sale service, Dell is quite creative: "If Buyer purchases additional service to be provided by seller, seller will, in addition to the above Standard Warranty, provide service to Buyer in accordance with the specific terms and conditions in the additional service contract between Seller and Buyer "(Dell, 2008). One of my classmates bought a Dell laptop, and the sales person told her that she had choices to buy extra insurance which means if your laptop is broken after the warranty, you can still enjoy the repair service from Dell without extra charge. This term offers more choices for us, as we can decide the warranty by ourselves according to our usage level. If we use the computer very frequently and cause lot of wear and tear, an extra insurance might be beneficial to us as we can get official service for free.
Customerization is a great strategy, but it has some requirements to operate ef本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。