Dell Computers employs one-to-one marketing by allowing a customer essentially to customize the product features that he or she desires.When Henry Ford said "People can have the Model T in any color-so long that it's black," he was reflecting a selling focus.

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For the early part of the 20^th century, the focus was on this production orientation of improving products and production efficiency without much regard for what was going on in the marketplace. In fact, consumers snapped up this new pipeline of reasonably priced goods, even if the products didn't give much choice in style or function. Having a Ford Model T was great, but as Henry Ford himself said, "People can have the Model T in any color-so long that it's black."

Dell Computers Employs One-To-One Marketing by Allowing a Customer Essentially