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other words, customers' loyalty to the brand. Sometimes the power of brand and loyalty is huge, one stable customer might bring more customers. When one influential person is satisfied with Dell computer, he/she might influence more people to buy Dell's products. And mobilization of potential customers.is necessary.Sometimes, we may find that we actually do not know which one is suitable for us when facing a lot of selections. At this time, the one who sense the deep need or invisible desire would win the customer. The key account management often is short term, efficient but lacks of effectiveness and sustainability. On the contrast, global account management focuses on the long term cultivation of relationship between customers and company: good services leading to potential benefits, worldwide customer sales and support. However, global account management do have some challenges: the appropriate managers and resources with skills and knowledge to work in foreign environment; communication between all levels of management far away from each other and additional fixed costs. All the investment above are all Dell's problems there. The two strategies both have advantages and disadvantages, only the combination of the two and the utilization in reasoned situation could benefit the marketing.

Conclusion

According to all the analysis above, we have a deeper understanding of the strategic and tactical marketing practices in the Dell case study and the critical issues in this case and a better understanding of the background, operation and advantages of virtual integration. Dell breaks the traditional marketing and focus on: direct marketing strategy, a pioneering business model in computer industry which simplify the value chain; customerization, fastening the link between the customers and company; inventory control, leveraging the direct marketing; segmentation, the basis for developing targeted and effective marketing plans; customer relationship management, a long term but important approach to global and further development. Dell's innovated virtual integration is not the individual and independent pieces of the strategies and practices, but the combination of them to achieve new levels of efficiency and effectiveness for the entire value system. Virtual integration plays an important role in facilitating manufacturers to achieve greater manufacturing flexibility and comparative cost advantage. Besides, the speedy global market, the advanced technology all paves the way for the success of Dell's virtual integration. From the virtual integration in Dell's case, we can have an expectation to construct a lower cost, effective and mutual beneficial market.

Reference

Business links. (2008 ). The Direct Marketing: the Basics. Retrieved on May 12, 2008 from       

Achtmeyer, W., 2002, The Dell Corporation. Dartmouth: Global Leadership. P. 2

 
Kraemer, K. and Derick, J. (2001). Dell Computer: Using the E-commerce to Support the Virtual Company. Irvine: Center for Research and Information Technology and Organizations. P. 9.
 
Business 2000. (2005). Directly from Dell to the Customer. Retrieved on May 13, 2008 from
 
Dell Devotion. (2006). Premier Pages. Retrieved on May 13, 2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。