1. A method for enabling a on-line merchant to tailor a response to a shopper's on-line interrogation, said software comprising: ranking the merchants products at least partially based on the number of hits to product descriptions in the merchants database on-line requests of the shopper specifying characteristics of a product desired by the shopper; modifying the ranking of at least one of the merchants products ranked by the ranking, which modification is by a factor based on the merchants marketing strategy; and transmission software for providing a presentation of products to the customer that presents the products in order of rank determined by both the initial ranking and the modification of at least one of the merchants products.