Hi Mike,

Thanks - an interesting article!

I personally agree that the "product" is the most important part of the "mix".... It's important to have a good product that's "in demand"....

That's why a lot of successful product developers keep a close eye on trends.... They want to be ahead of the "demand curve", and be there with their product right when people want to buy!

As for "service" - I see that as a part of the "product".... I guess I tend to see the "product" as the whole "package".... Both the "stuff" you get plus the "intangibles" - things like the business's reputation, the service, the guarantee, etc. That's all part of the "product" the way I see it.

At the minimum, you have to give people what they "expect". For example, if they expect to be able to return a shirt that doesn't fit, you should make sure they can do so, or you'll probably lose sales to your competitors. Of course, it's even better if you can exceed people's expectations.... That helps to inspire real customer loyalty.

I'm influenced in this view by the book "Marketing High Technology" by William Davidow (I highly recommend it). It's a marketing "classic" (published in 1986). Davidow was the marketing head of Intel, and he's responsible for their great marketing in beating their major competitors like Motorola in the microchip market.

It may not sound like marketing microchips will have a lot to do with other types of marketing - but it does. Intangibles - like brand name, ready availability, and service - play a big role in marketing microschips, as they do with many other products.

Anyhow, thanks Mike - interesting article. :)

- Dien Rice