A01 chaf6542 06 se fm indd

Customer 

orientation

Developing site content 

and services to appeal 

to different customer 

segments or other 

members of the audience.

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Part 3  Implementation

audiences is illustrated in Figure 11.18. Visit the Dell website (

www.dell.com

) to see how Dell 

segments its customer base on the home page into:

● 

Small office and home users

● 

Small businesses

● 

Medium businesses

● 

Large businesses

● 

Corporates

● 

Government organisations.

Think about how well this approach works. What would be your reaction to being classified as a 

mere small business or home owner? Do you think this is a valid approach? A similar approach, 

by Microsoft, is to offer specialised content for IS managers to help them in their investment deci-

sions. Is a more straightforward  product-  centric structure to the website appropriate?