Marketing
Conforming goods are often customized purchases. To provide greater ease in consumers' purchasing of customized products, many companies' Web sites are very interactive and personalized to enhance transactions between buyers and sellers. As you may have learned in your marketing course, these individualized systems are referred to as choiceboards. For example, Nike designed a choiceboard, the Nike iD Customized Product, which consumers can access on the Internet, that allows consumers to design, view, and purchase customized shoes and backpacks. Similarly, Dell's choiceboard allows consumers to build their own computers.

One of the primary benefits of companies' using choiceboards is that these companies can easily acquire information about consumers' preferences, permitting the companies to more easily fulfill consumers' specific needs. As a future business manager, you may want to consider the benefits of your company's using a choiceboard to market products, thereby allowing consumers to make customized purchases.

Source: R. Kerin, S. Hartley, E. Berkowitz, and W. Rudelius, Marketing (New York: McGraw-Hill/Irwin, 2005), pp. 560–561.