(2)
There are many different ways to sell your product on the Web, but most techniques tend to fall into one of the following categories:
Gifts and Impulse Products
Sometimes you don't know what you want until you see it. Merchants who offer gift items are very familiar with this. If you're offering impulse buys, you may want to design a site that's easy and entertaining to explore; let them go window shopping. Red Envelope makes its site as fun to explore as it is to shop, creating impulses and ideas that drive sales.
Commodity Products
Everyone knows what a CD or a book looks like. They are pretty low-risk purchases since you don't have to worry about whether they're the right color or compatible with your system. What matters is that the seller has them in stock at a good price. Merchants who offer commodity-type products are differentiated by their products' price, selection, and availability.
Considered Purchase Products
Some products require a lot of deliberation before a purchase is made. Expensive items that come in various models, each with different options and different pricing, require customers to consider a number of factors before they buy. We're talking about consumer electronics, cars, cellular phone service programs, and something you should be thinking about in the near future: e-commerce software packages. There are now a number of middleman services popping up to help consumers make their buying decisions. Sites such as my Simon offer side-by-side comparisons of different products.
Configurable Products
Sometimes a product is all about the options it comes with. A case in point is computer workstations and servers. The basic components are the same, but you can choose how roomy or fast each of those parts will be. Computer manufacturers like Dell and Apple enable their customers to design their own products, blending one-on-one marketing with customizing mass-market products: Their motto is, “Tell us what you want and we'll build it for you. ” But these techniques are now showing up in other fields. Take a look at Smith + Noble, where you can design your own window treatments by selecting and combining different attributes and features.
6. For Red Envelope, which of the following statements is not true?______
A. It sells gifts and impulse products.
B. One can go window shopping on its site.
C. Its site is easy and entertaining to explore.
D. Customers don't know what it sells until they visit its site.
7. The merchants who sell commodity products can compete in ______.
A. price
B. selection
C. availability
D. all of the above
8. My Simon is a site that ______.
A. sells expensive items
B. helps customers make their buying decisions
C. sells e-commerce software packages
D. sells cars and cell phones
9. Computer workstations and servers ______.
A. belong to the category of configurable products
B. are expensive because they come with many options
C. are very difficult to choose
D. are very difficult to build
10. Smith + Noble is doing e-business in the field of ______.
A. customizing mass-market products
B. computers
C. window treatments
D. one-to-one marketing
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