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Scenario 1.3. Use the following scenario to answer the questions. A meeting of the Council of Supply Chain Management Professionals featured a presentation from an executive from Dell, which is known for its ability to customize computers to customers’ needs and provide quality products through its retail channel. The executive discussed the firm’s capabilities regarding the ability to produce products that are “built-to-order” and noted that recent customer insight showed customers were less willing to wait 7 to 10 days to receive their computer even though it was built to their specifications. As a result of this customer trend, Dell began forging relationships with retailers such as Target to provide a limited number of computer models in the retailers’ stores. In order to fulfill the orders to Target, Dell was required to make changes in its production and manufacturing, such as holding more products in inventory and utilizing different modes of transportation. For example, Dell was able to shift from a focus on air transportation to over-the-road trucking, which enabled it to cut costs in some areas. As Dell shifted from a “build-to-order” manufacturer to a “make-to-stock” manufacturer, it also had to make investments in customer analytics to identify customer needs as well as collect insight regarding pricing. This customer insight was especially important to retail partners like Target, which requires its vendors to justify product stock decisions and provide proof that retail inventory will sell at the projected price points. Dell’s ability to modify its business model by forging relationships with retailers such as Target, as well as customer insights, has helped the company achieve its revenue and profitability goals.Refer to Scenario 1.3. Based on the information provided regarding Dell, which orientation would best describe its approach to marketing?

A New York–based brand and customer loyalty and engagement research consulting firm called UpBrand conducts research annually to identify the top 100 brands with the highest levels of customer loyalty. Amazon, Google, Apple, and Costco regularly lead the pack and demonstrate that consumers are enjoying long-term engagement with these companies. The top companies’ ability to generate high levels of customer loyalty demonstrates these firms are engaging in which of the following?

Which of the following is the least controllable factor in developing a marketing mix?

Describe the three different types of products and provide examples of each.

​Explain why a knowledge of marketing is beneficial for all students.

Which of the following would not be included as an aspect of the pricing variable of the marketing mix?

In today’s market environment, you might pay $35 for a vinyl LP record by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution)?

Changing the hours of operation of a service business involves which component of the marketing mix?

What is meant by the term marketing concept, and what departments of a company does it affect? ​

According to the marketing concept, an organization should try to do which of the following?