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Computers are sold to a variety
of customers at different lev-
els in the distribution chain such as individual buyers,
corporate buyers, system integrators, retailers and so on. They are also sold
through various means such as through the Internet, from
retail/wholesale stores, by directly approaching
prospective customers at their doorsteps, etc. Some of the common ways
and means of selling computers are described briefly in the paragraphs
that follow.
The simplest and the smartest way of modern retailing is online sales.
This saves time, money and effort for both the marketer and the customer.
When purchasing a branded laptop or a desktop system, a
prospective customer can gather a lot of information from relevant
websites about alternative products and compare them on specific features,
performance specifications, price, warranty, service, special offers,
discounts and free gifts, etc., without having to go from store to store.
He can then purchase the computer of his choice and make
payment through the online payment gateway, using his credit card. The
computer is then delivered at his doorstep. Dell Computers is well known for
having adopted and perfected this model of direct marketing, which made it
one of the leading computer suppliers in the world. Dell also used this
method of getting orders from customers to customize and assemble
computers according to individual needs.
Some retailers concentrate on catering to the corporate market for
computers. Such retailers keep in touch with business users of
computers, send competitive quotations as required, follow up and negotiate
with the buyers and try to get their due market share. Maintaining good
relationships with large and repeat-buyers, and providing good value
(in terms of product features and service) for the money are the key
factors that determine success in this business. |
