Definition of Product:  What a firm offers to satisfy the needs and wants of its customers.

The product is much more than just the physical good that becomes the possession of the customer. It is everything about the purchase experience that a customer finds satisfying.

When a customer buys a new computer, for example, the product consists of not only the tangible computer, monitor and cables, but also the information provided by the computer salesperson, the instruction manual, the warranty, the follow-up technical service, etc.

The Internet provides organizations with ways to greatly enhance the extent to which a given product satisfies customers.  One firm that appreciates this is Dell Computer Corporation, which annually sells millions of dollars of personal computers directly to Web surfing customers. Consider the many ways that Dell's comprehensive and innovative Web site lends itself to a purchase experience that is very satisfying to customers:

-Through its convenient, interactive format, Dell's web siteallows shoppers to build their own computer system to match the specifications that best meet their needs. Shoppers can customize or configure their system, and "Update Price" as they proceed to see how much each of the various options influence the price.

-Support.dell.com contains millions of personalized technical support pages to assist buyers whose computers are malfunctioning. The site easily leads customers to the appropriate pages, which address the specific problem for their particular system.

-Direct email communication with Dell Technicians can occur at the Online Communications Center.  This area also explains the procedure for customers who want to talk to a Dell Technician on the phone.

-Finally, The Dell WebTalk Forum is a public discussion area moderated by Dell Technicians. Below are actual email messages exchanged among three Dell customers, two of whom helped the third with a keyboard problem

Topic: Keyboard freeze (1 of 3), Read 47 times
Conf: Keyboard/mouse
From: Ron Waite (wxxtera@xxxx.xxx.net)
Date: Thursday, September 03, 1998 03:59 PM

I have a Dell QuietKey keyboard with a Dell Dimension 333 system. All too frequently, the keyboard becomes unresponsive during normal use, forcing me to reboot to continue my work. Please advise as to a solution. Thanks.

Ron Wait
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Topic: Keyboard freeze (2 of 3), Read 52 times
Conf: Keyboard/mouse
From: Carl Pugliese (c_pxxliese@xxxx.xom)
Date: Thursday, September 03, 1998 04:04 PM

Ron: Since you have a Dell Dimension system, try swapping the keyboard and mouse PS/2 connections at the back of your system case.

Have a great Dell day,
Carl Pugliese
A content Dell CUSTOMER
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Topic: Keyboard freeze (3 of 3), Read 57 times
Conf: Keyboard/mouse
From: Chris Boultinghouse [DELL]
Date: Thursday, September 03, 1998 04:30 PM

Carl is correct. That will likely correct the problem you report.

   

Clearly, online firms can engage in marketing activities and services that enhance their product-offerings in ways that traditional, in-store organizations cannot.