Price

The common perception is that price is often the most effective differentiator and catalyst for driving up sales of products. Ironically for laptops, where there are many competitors and the price is often already very low, dropping the price doesn't increase demand. The inelastic nature of the laptop market makes price a positioning variable in the marketing mix. By raising prices on certain laptops for example, Dell has been able to communicate greater value for them, which is especially the case in the higher-end build-to-order product models (Fields, 2006). Pricing is used as a means to communicate relative value and critical to the financial success of a given product. Dell uses pricing very effectively for communicating both market position and optimizing the potential for profitability.

Promotion

The promotional strategies for laptops center on both print and online media, with social networks being heavily used to launch new models. Dell...
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