SCENARIOS Computer Sales

question 52

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's advertising campaign utilizing direct mail and ads in computer magazines relates to which global marketing mix variables?

• A) publicity and product
• B) distribution and personal selling
• C) promotion and distribution
• D) packaging and distribution
• E) product and direct marketing

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Definitions:

Supply-Siders

Economics theorists who believe that reducing tax rates and deregulation can stimulate economic growth by increasing supply.

Marginal Tax Rates

The rate at which an additional dollar of income is taxed, indicating the tax impact on your next dollar earned.

Rational Expectations

An economic theory suggesting individuals make predictions about the future based on available information and past experiences in a rational manner.

Stabilization Policy

Government policies aimed at maintaining economic stability through influencing economic growth, reducing unemployment, and controlling inflation.