While the writing, graphic design, and
art direction culminates in physical products??”billboards, TV commercials, magazine
ads??”the client is always delivered a collection of creative work that is wholly
unique.
On a website, major service-based companies cannot sell their offerings through a shopping
cart. As you can see with Rapid Power Management??™s website in Figure 7-1, services
can be described at length and reinforced with miles of testimonials, but until the company
offers a customized proposal and a contract is agreed to and signed, no money
moves between bank accounts.
Figure 7-1. Rapid Power Management offers consulting services to companies looking to reduce
their power bills. Its services are described at length, but cannot be purchased through its website.
Products andservices
Companies do not always produce just products or offer only services. Many do both. To
conclude our example, our lamp-maker Old Skool Lites produces antique replica lighting,
but employs Distro Dudes, a service-based distribution company, to handle the logistics of
getting their products into the marketplace. One store that buys these lamps is Ted??™s
Antiques, an outlet that carries both authentic antique furniture as well as replica pieces
such as those made from Old Skool Lites.
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