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WHEN THE WEBSITE
IS THE PRODUCT

lecturers, trainers & students :
to see how you can benefit from this article click here

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 a product.

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 purchases.

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?

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