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s a customer’s expectations, the customers normally is willing to pay a higher price for that product and trust the brand more. Therefore, segmentation brings Dell closer to customers, allowing Dell understand the customer in a deep way.
CRM (customer relationship management) is a long-term and important approach to business. Traditional marketing strategies focused on the four Ps (price, product,promotion, and place) to increase market share. The focus was toincrease the volume of transactions between seller and buyer (Wyner, 1999). CRM are applied in many marketing lines in much performance, e.g. call center, after sale services, etc. Any industry that has brand may need customer relationship management for further development. As we all may have more than one computer, sometimes we change another because the previous is broken, sometimes we just need a updated one. When a customer has bought a computer from Dell, it is a potential customer for another purchase, more likely than others. Therefore, customer relationship management, which "involves all of the corporate functions (marketing, manufacturing, customer services, field sales, and field service)" (Gray, P. and Byun, J., 2001) plays an significant role in sustaining the long-term customers. For Dell, CRM can be divided into three parts which closely connected.
Customer relationship management, 2001
Customer: The customersarethe source of the company’s present profit andfuture growth. However,idealcustomers, who provide more profit with lessresource, seldom appearbecause customers aremore expert than everand thecompetition is fierce, they know their needs. Sometimes it is difficult to distinguish who is the realcustomer because the buying decision is frequently a collaborative activityamong participants of the decision-making process (Wyner, 1999).Therefore a professional software or group could effectively distinguish and manage customers.Relationship:The relationship between a company and its customers involvessustainedmutualcommunication and interaction. The relationship canbe short-term or long-term and repeatedor one-time.A good relationship between the company and customers could save expense on promotion for the company and save the time and effort for the customers to choose products. CRM is in charge of managing this relationship so it is mutually beneficial strategy, both for the company and the customer. Management:CRM is much more than a marketing part; it fastens the link between the company and the customers. Thecustomer information collectedand the new technologyare transformed into corporate knowledge leadingto activities that strives for moremarketopportunities.For Dell, it requiredhighly qualified employees to analyze the need of customers and the trend of the products, and frequent meetings are held for discussion.

Key account management (KAM) and global account management (GAM) are part of Dell's Customer relationship management, the importance of which should be noticed. These two theories have conflict on some perspective, but both are necessary for the market exploitation. With internal and external competition and pressure to perform, key account management is very goal oriented with a primary focus on selling other than cultivating relationship (Spielthenner, D. And Katzmair, H. 2005). To ensure key account management, such tactics are always utilized: building trust among existing customers and the company, in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。