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Identify and Evaluate Marketing Opportunities

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Assessment Task 2
BSBMKG501B Identify and evaluate marketing opportunities
Individual case study assignment
1.Lists ways that Dell conducts research on its customers to continually improve products and services?
Customer Advisory Panel (CAP) Days
Customer Spotlights on Dell.com
2.What are the features of Dell's research?
Customer Advisory Panel (CAP) Days are an example of how Dell can continually learn from our customers. When we visited with customers during the CAP Day sessions, some were unhappy; others were thrilled. All seemed delighted that we invited them to Dell for an open discussion around their IT issues. We’re glad to see other positive reactions to the event and encouraged that the dialog continues at #DellCAP on Twitter.
Dell will hear directly from customers about the kinds of things they use their systems for, what they like about it and see the configuration they use to get things done. Other initiatives underway include a pilot of a 24/7 chat service in the U.S. and other countries where chat seems more popular over traditional phone service, redesigning support.dell.com, revamping of extended warranties, and a redesign of the Dell.com online configurator experience to name a few. The scope and direction of these initiatives – and others – are shaped by what we hear from customers. Dell looks forward to sharing progress on them in upcoming conversations.
3.What is Dell's unique selling point? • Biggest PC maker in the world. • They deal directly with the customers with no use of a middle man. • They design the computer to the customer's specifications. • Their assembly is done at a fairly inexpensive cost. • They offer their customers the ability to track their delivery. • They are the number one PC provider for medium and small businesses across the US for 10 straight years. • They ship around one hundred and forty thousand...

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