One thing business students often get confused over is 'what is the product?'
First problem is that in marketing terms 'product' refers to whatever is being
marketed - be that a tangible product or an intangible service or idea. It doesn't
help that most folk then refer to 'products' or 'services' as if a service is different to
So it is then, that when asked what Tesco or Walmart's product is, students invariably
list groceries, clothes, cleaning materials and so on. Wrong. A retailer's product is the
service of making available to end users certain products, in a certain place, at a
certain price in an environment that is conducive to customer's in making their
Transferring this concept online - yes it is possible for a website to be an
organization's product. What is Amazon's product if not its website?
If you accept this scenario then applying everything we know about products to a
website - brand, meeting customers' needs etc - makes a lot of sense. It also makes
website development a little more straight forward.
Disagree? OK, then what is Amazon's product?