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SCENARIOS Computer Sales

question 120

Multiple Choice

SCENARIOS
Computer Sales
A price war began in Japan in the personal computer market when Dell Computer Corporation introduced PCs at prices 25 to 60 percent lower than rivals.Dell targeted corporate customers from its Tokyo offices by "direct sales," the company's preferred name for mail order,and its main avenue for PC sales in the United States.Japan is the world's second-largest market for personal computers and had been ruled by NEC Corporation,who maintained a strong dealer network and had traditionally sold its computers at very high prices.Dell joined IBM and Compaq in targeting the Japanese market.Dell bet it could succeed in Japan by transplanting its U.S.method of operations in which the company assembles the PC to customer specifications,loads it with software,and delivers it to Japan.The company's success depended on its ability to sell PCs over the telephone.Analysts doubted this was possible in Japan because dealer networks are the key to the market,but Dell executives believed that name recognition was the main hurdle.To familiarize its target market with the idea of buying a computer sight unseen,Dell launched a major ad campaign through direct mail and ads in computer-related magazines and newspapers.
-Refer to Computer Sales.Dell believed that it would have a competitive advantage in Japan due to which of the marketing mix elements?

Definitions:

Agreement Of Partners

A legal document outlining the terms and conditions under which partners agree to operate a partnership.

Actual Authority

The express or implied power given to an agent by the principal, allowing the agent to act on behalf of the principal.

Respondeat Superior

A legal doctrine holding employers liable for the actions of their employees performed within the course of their employment.

Liability

Being under a legal obligation, especially concerning financial debts or fulfilling certain duties.