Exchange

1. Exchange is the act of obtaining a desired object from someone by offering something in return. Normally in this case study, one would presume that the exchange is between Dell's computers and the customers' money. However, that is not the case.

The exchange process at Dell Computer is firstly; Dell's responsiveness in exchange with the customer's advanced payments. Dell's responsiveness enables the customers to be attended quickly and when advanced payments are made, Dell is able to use the payments to fund their production costs.

Secondly, Dell exchanges variety with customer's satisfaction. Dell has a variety of computer's parts in the sense where the customers can design their own desktop. In return customers guarantee their satisfaction and their loyalty.

Finally Dell provides a network for their consumers and in return the consumers interact with Dell and Fell receives a feedback to improve on their studies.

2. The difference between a sales orientation and the market orientation is that the sales orientation focuses only on selling its product they produced but a market orientation targets the needs and wants of the consumers and then produces the products.

Clearly Dell follows the market orientation because not only does Dell produce one computer, which suits the most consumers, but Dell produces computers which suits everyone in the market. This demonstrates a marketing orientation approach. Because if Dell is to adopt the sales approach, Dell would have stuck to the retail service.

A retail service is exactly sales oriented. In a retail service, computers are produced according to perhaps the surveys done to the consumer population all computers that are sold would be standardized with very limited choices for the consumers. However, the way Dell works is a complete different manner. Not only does Dell give near unlimited choices to the consumers, Dell also interacts with the consumers to learn more about their needs. In fact, Dell puts much effort into understanding his customers so much so that he has invested in soft wares and 24 hours order entry system to provide for their clients. This shows that Dell adopts a market orientation not a sales orientation.

3. Normally, a standard seller would think that customers are satisfied with their products