product differentiation strategy pdf

essais gratuits, aide aux devoirs, cartes mémoire, articles de recherche, rapports de livres, articles à terme, histoire, science, politique Product differentiation 1. A study on Product Differentiation. This differentiation strategy does not mean to compete with generic or low-priced products, but rather provide customers with the best overall value out of all your product competition. Indeed, we show that, even though technology exhibits the same productivity for each variety, firms drop some varieties with trade integration. endobj Add to favorites. Creates a perception of no close substitutes: A successful product differentiation strategy may create a perception among the customers that there isn’t any substitute available in the market. They ﬁnd that: (1) When demand elasticity, con-sumer heterogeneity, purchasing cost, or brand name preference increases, bundling (discount behavior) increases the ﬁrm’s proﬁt while decreasing consumer surplus. While it is likely to have a lower market share than a firm following a cost leadership strategy, profits are high due to the perceived product and service differences among customers. • Competitive advantage.-Adage. <>>> I. The Best Product Differentiation Strategy bar none Brands know the quality of their products and the values of their brand in advance, but consumers do not. Market Segmentation Product Differentiation And Marketing Strategy Pdf. Are you an educator? Share. Customer se… Product differentiation is economically advantageous to … Pursue product differentiation strategy. The goal of a differentiation strategy is to achieve a. competitive advantage by offering a unique product to customers. This involves detailing the characteristics that are valued by customers that make it unique. Product differentiation strategies are the well-thought out and purposeful set of actions you take to highlight aspects of your product or service that are unique and most relevant to your customer. Pendant très longtemps la différenciation s'est faite sur le prix.Les entreprises qui ont opté pour cette orientation se sont trouvées confrontées de plein fouet avec la concurrence mondiale.Certaines n'ont pu résister et ont disparu. Every brand is built on a product (I include services here as well). La distribution des produits Nespresso est… By considering product differentiation as a strategic variable, our analysis sheds new light on the impact of trade barriers on the decision to produce abroad and on the choice of product range, in accordance with recent empirical evidence. Market Segmentation Demo graphics Geography P sy chorapi. La stratégie marketing de Nespresso est caractérisée par la mise en place d’une relation portant sur le long terme. Corporate strategy,Product differentiation,Green marketing,Environmental protection Format Type Filter: Hardcover/Hardcopy (B&W) Format Type Filter: PDF Item: # CMR125 Pages: 32 Publication Date: July 01, 1998. The differentiation can be about colors, packaging, shapes, flavors, etc. Disadvantages Of Product Differentiation. Export Citation. Add to favorites. Export Citation. Environmental Product Differentiation: Implications for Corporate Strategy. As a side effect, these industries have seen substantial increases in competitive products. 2. Wendell R. Smith. Share. We show, even though technology exhibits the same productivity for each variety, firms drop some of varieties with trade integration. It also gives them a better chance to compete against more popular products. 1 0 obj Product Differentiation and Market Segmentation as Alternative Marketing Strategies Show all authors. PRODUCT DIFFERENTIATION STRATEGY FOR COMPETITIVE ADVANTAGE IN KENYA COOPERATIVE CREAMERIES 1Masaba Job, 2Masayi B. Nyongesa 1Garissa University College 2Kenyatta University, Received in 23rd August 2016 Received in Revised form on 20th thSept 2016 Accepted on 27 Sept 2016 Abstract Although some few studies have been done on the relationship between product differentiation … In a ¯rst analysis of competition over product characteristics (spatial) under incomplete in- formation published in a recent issue of this journal, Boyer et al. Pursue product differentiation strategy. Product differentiation strategy had explanatory power over organizations’ competitiveness of sugar firms’ because it accounts for 41.3 percent of organizations’ competitiveness of sugar firms’ change (R square = .413), hence the study rejected hypothesis H 02 and states that the influence of differentiation strategy on April 2018; DOI: 10.5281/zenodo.1238014. People are opting smartphones against normal keypad mobile device as they offer more features and easy to operate. Authors: Pawan Kalyani. %PDF-1.5 strategies. Product Differentiation Strategy Most of companies will often use a product differentiation strategy when they have a competitive advantage, such as superior quality or service. Product differentiation being the most commonly used one of these two strategic typologies (Spencer, Joiner, and Salmon, 2009). Share. 2 0 obj When utilized successfully, product differentiation creates a competitive advantage as customers view your product as superior. Search Google Scholar for this author. endobj of product diﬀerentiation strategy and corporate leverage in a setting where (i) product diﬀerentiation is valued by customers; (ii) debt is necessary to discipline managers; and (iii) liquidation is costly for customers, in particular, when products are diﬀerentiated from competitors’ products. Corporate Social Responsibility, Product Differentiation Strategy and Export Performance Abstract This paper argues that corporate social responsibility (CSR) may contribute to product differentiation in export markets and thus improve export performance. For example, the shoes manufacturers may set themselves apart from competitors with their superior engineering design or manufacturing technology. In increasingly crowded competitive landscapes, differentiation is a critical prerequisite for a product’s survival.What does your product or service do/accomplish/offer that the competition does not? Product Description. The e-mail addresses that you supply to use this service will not be used for any other purpose without your consent. Product Differentiation and Market Segmentation as Alternative Marketing Strategies Show all authors. Jump to navigation Logo Université Laval Logo Université Laval Centre de Recherche en économie de l'Environnement, de l'Agroalimentaire, des Transports et de l'Énergie Product Differentiation Matilde Machado Industrial Organization-Matilde Machado Product differentiation 2 4.1. B�>}��A?m1�Kָ��b��@�$Ut�V��%�z Consider using promotions to increase value-based differentiation. Aside from being a plan for building the product, product strategy should provide direction to the product manager and the whole team and set out the steps necessary to turn the product into success. Companies do this because they want to show customers their product’s attributes and uniqueness. �MFk�� t,:��.FW��8��c�1�L&��ӎ9�ƌa��X�:�� r�bl1� However, the differences made in the product must be of value to customers. Permissions. Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount. 1 0 obj California Management Review 1998 40: 4, 43-73 Share. Search Google Scholar for this author. Product Differentiation – Creating a product with better features, performance or efficacy. For example, the shoes manufacturers may set themselves apart from competitors with their superior engineering design or manufacturing technology. >��'�4�-�lB��4~ Product Differentiation Up to now we have assumed that goods, produced by different firms, are homogenous, that is perfect substitutes. We test this argument by observing a period of decreasing export competitiveness in a leading emerging economy (Brazil). ii) Differentiation Strategy- A firm seeking to be unique in its industry along some dimensions of its product or service that are widely valued by customers is said to have adopted differentiation strategy. Product Differentiation Up to now we have assumed that goods, produced by different firms, are homogenous, that is perfect substitutes. product differentiation strategy, android, ios. Reprints. Alderson & Sessions See all articles by this author. differentiation and cost leadership. The different factors on which the process is implemented include: • Adding New Utilities. Teachers are forced into a position where they have to individually teach each student every lesson every day, doubling their overall work requirements. Article Metrics. The goal of a differentiation strategy is to achieve a. competitive advantage by offering a unique product to customers. Product Differentiation Strategy Most of companies will often use a product differentiation strategy when they have a competitive advantage, such as superior quality or service. 3 0 obj influencing the differentiation strategy. 3. Nespresso fait également en sorte que ses clients puissent être bien informés par rapport aux produits. Use buy-one, get-one free offers, free add-on products, increased size offers and immediate-use coupons. ?��:��0�FB�x$ !��i@ڐ��H��[EE1PL��⢖�V�6��QP��>�U�(j Track Citation. Product differentiation is the strategy of highlighting a product’s features and attributes so as to distinguish it from competitors and from other product offerings. 5 Market Segmentation, CHAPTER Targeting and Positioning S. Major Steps in Target Marketing 7 Differentiation Strategies. [/ICCBased 3 0 R ]endobj 3. When differentiating a product from others, it does not necessarily have to be completely different or new. Product strategy is the foundation of the entire product lifecycle and it’s supposed to give you guidelines on what you are building, why you are building it and how. 2. 1. @~ (* {d+��}�G�͋љ��ς�}W�L��$�cGD2�Q��Z4 E@�@�� A(�q`1��D ��`'�u�4�6pt�c�48.��`�R0��)� By considering product differentiation as a strategic variable, our analysis sheds new light on the impact of trade barriers on the decision to produce abroad and on the choice of product range, in accordance with recent empirical evidence. Market Segmentation Demo graphics Geography P sy chorapi. Article Metrics. Journal of Marketing (pre-1986); 1956; 21, ABI/INFORM Global pg. Product Differentiation Matilde Machado Industrial Organization-Matilde Machado Product differentiation 2 4.1. It may also be noted that advertising enables a firm to achieve product differentiation. Niche Marketing and the Importance of Product Differentiation. Regarding the importance of ‘product differentiation’ the following two points may be noted: (a) Product differentiation often acts as a barrier to entry of new firms into the industry. Marketing 501: Product Differentiation Jon Seltzer. {{{;�}�#�tp�8_\. Marketing strategy it is necessary for the marketer to have a great. Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount. The increased competition has divided the demand among different players in the market. Download Pdf. It can be useful because they then have a chance to compete against bigger companies. Developing the marketing strategy Return To. Service Differentiation – This includes not only delivery and customer service, but all other supporting elements of a business such as training, installation, and ease of ordering. Product differentiation is a marketing process in which a product is differentiated from others. Thus, by incorporating product differentiation strategy at product level, the brands can use differentiation strategy themselves from competitors in the eyes of the customer. stream Thus advertising, as Lipsey has pointed out, act as an empty barriers. x��z�n��A` n;F��2q�\2�V�e^��D��,UdER�A`XM�U�ξUQ��7��r�̾��M�\}�nf�=��}��r]o�M�۾x1{��r��'/��>y��Y�gW�O��Y��r�e��=}"gW�Y�IY:1��I��(��k5ۯo��?,.J;�]\�|O�5\�� There are primarily 6 ways to differentiate, These include: 1. Product differentiation For small companies, this can be great. Put simply; it is the process of distinguishing a good or service from others, i.e., making it stand out. Differentiation Strategy. <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>> PRODUCT DIFFERENTIATION STRATEGY: A CASE STUDY OF SOUVENIR SHOP IN PHUKET PROVINCE ปพนวัฒน์ 1 ฉินธนทรัพย์*, ดวงรัตน์ โกยกิจเจริญ2 และนิศศา ศิลปเสรฐ3 Paponwat 1 Chinthanasup *, Duangrat Koykitcharern2 and Nissa Sinlapasert3 First Published July 1, 1956 Research Article. Product Differentiation A small business can differentiate its product using marketing techniques, by physically changing the product or by changing the price. A Study of Product Differentiation Strategy in Mobile Devices Specifically In Smartphones about Smartphones Features . <> Product Differentiation • Process of distinguishing a product from competitors. There are many ways that a product can differentiate itself, such as innovation, marketing and distribution. Business differentiation can take many forms. However, the differences made in the product must be of value to customers. %�� Definition: Differentiation strategy, as the name suggests, is the strategy that aims to distinguish a product or service, from other similar products, offered by the competitors in the market.It entails development of a product or service, that is unique for the customers, in terms of product design, features, brand image, quality, or customer service. April 2018; DOI: 10.5281/zenodo.1238014. Are you an educator? 2 0 obj 3 Reproduced with permission of the copyright owner. Alderson & Sessions See all articles by this author. %PDF-1.4 Authors: Pawan Kalyani. In many industries, the barrier to entry has dropped significantly in recent years. Product differentiation is the process of distinguishing a product or service from others. Product Differentiation and Market Segmentation as Alternative Marketing Strategies @article{Smith1956ProductDA, title={Product Differentiation and Market Segmentation as Alternative Marketing Strategies}, author={W. R. Smith}, journal={Journal of Marketing}, year={1956}, volume={21}, pages={3 - 8} } (28.6%) of the employees and agreeable among Product differentiation strategy implementation 13 (57.1%) of the employees. Thus advertising, as Lipsey has pointed out, act as an empty barriers. Wendell R. Smith. Forest L. Reinhardt . x��wTS��Ͻ7�P��khRH �H�. Industrial Organization-Matilde Machado Product differentiation 1 4.1. INTRODUCTION In the current scenario market is flooded with a wide range of smartphones by the time the smartphones are becoming more affordable and reaching to the wider range of the market. Wendell R. Smith. Industrial Organization-Matilde Machado Product differentiation 1 4.1. It may also be noted that advertising enables a firm to achieve product differentiation. The product differentiation process may be as simple as redesigning of packaging to introducing a brand new functional feature in a product. Product Differentiation A small business can differentiate its product using marketing techniques, by physically changing the product or by changing the price. The authors concentrate on models in which product selection is endogenous. Asymmetric Information And Product Differentiation* ... a simple way to obtain the existence of a pure-strategy equilibrium in price, a major theoretical problem in the Hotelling linear framework. Why is it done?
Offered under different brands by competing firms, products fulfilling the same need typically do not have identical features. 1/21/2017 0 Comments The Segmentation, Targeting and Positioning model. <>stream endobj This has made it very important for businesses to make their customers understand what different they have to Definition: Differentiation strategy, as the name suggests, is the strategy that aims to distinguish a product or service, from other similar products, offered by the competitors in the market.It entails development of a product or service, that is unique for the customers, in terms of product design, features, brand image, quality, or customer service. From a strategy able to several industries and may have market demand to supply conditions viewpoint, product differentiation is secur- horizontal markets of substantial size. Kotler and Armstrong define market segmentation as “dividing a market into distinct. As indicated, a differentiation strategy serves a broad market. Teachers are forced into a position where they have to individually teach each student every lesson every day, doubling their overall work requirements. Celles qui survivent et se développent ont su développer des avantages spécifiques originaux et singuliers: elles ont cultivé leur différence. 3 0 obj The value added by the uniqueness of the product may allow the firm to charge a premium price for it. %�� Product Differentiation and Market Segmentation as Alternative Marketing Stra. I. favorable to the seller. DOI: 10.1177/002224295602100102 Corpus ID: 49060196. Developing the marketing strategy Return To. In the first four chapters they consider models that try to predict the level of product differentiation that would emerge in situations of market equilibrium. product differentiation strategy, android, ios. PRODUCT DIFFERENTIATION STRATEGY FOR COMPETITIVE ADVANTAGE IN KENYA COOPERATIVE CREAMERIES 1Masaba Job, 2Masayi B. Nyongesa 1Garissa University College 2Kenyatta University, Received in 23rd August 2016 Received in Revised form on 20th thSept 2016 Accepted on 27 Sept 2016 Abstract Although some few studies have been done on the relationship between product differentiation … The second factor influencing the differentiation process revealed in this study was competitive imitation, which caused convergence of strategies resulting in undifferentiated services even though operators tried to differentiate their services. • Meeting Expectations of a particular target market- Segmentation. �@��R�t C��X��CP�%CBH@�R��f�[�(t� C��Qh�z#0 ��Z�l�`O8��28.��p|�O×�X Regarding the importance of ‘product differentiation’ the following two points may be noted: (a) Product differentiation often acts as a barrier to entry of new firms into the industry. This differentiation strategy involves using the characteristics of the product you market to differentiate from your competitors. favorable to the seller. Permissions. ii) Differentiation Strategy- A firm seeking to be unique in its industry along some dimensions of its product or service that are widely valued by customers is said to have adopted differentiation strategy. � �t�S�� • Dominating in the segment. Advantages of Product Differentiation . <> A robust differentiation strategy incorporates both business and marketing elements, which can be broadly defined as the actions your business takes, and the way in which it communicates with its target audience. People are opting smartphones against normal keypad mobile device as they offer more features and easy to operate. ��K��Z�S�k�x�_��3��Q��^2��2�p�,�o�Z{\�ik�H�� 5|�� =+\SMԮ�c�� N3�Ņ+��/�@��l/ʃ��2`�1Ռ��_��k��/z�M�Ϯ~~��5��ߞ>��:�\��'j��7,�e&̟�x�.�+ˡ�]��u�Y�.�B60�Őc9k�p1�H��w�>(4I*!�t�Ч��bd!��B�cu&ҡ9 8.!��5(�i3-S 1f��^�f�?�7|{�ӫY�^��J�4�Y��>`Th�Z��0��z��>�� Hq�Gˬ��h��B�=��M(9L0Wp?N��Cӵl��d%9�с�/��Y��N�� ǒ',��6�a�L��E��Im��3}��J�L��T-��.2Qư� ѩ��p�Ȕ�Ҋ��Z��E��"Ø$��e:C�� 0QP�re'�V�ъ��a"�+��N9;�>�jmQf&6� �uøJ'��l�2�mV��Ԝ��h��[��Qn��z�g+��8Í"�}5��T�|ם�r۲]ez�U��d�KTf��F��ir�~��z��Z��˫@5]� 3o�,J��fv �u{�#��f��5��g?�8|~hBEsp�W&$$��C��b�d��61�g�!� P�2��4F%�#O�G�! Product Description. Horizontal differentiation is when products are differentiated according to a specific feature. Product differentiation focuses on the consumers' attention on one or more key benefits of a brand that make it better than other choices. <>endobj Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. )��#��|7��>��fV��|||J INTRODUCTION In the current scenario market is flooded with a wide range of smartphones by the time the smartphones are becoming more affordable and reaching to the wider range of the market. This type of differentiation is very easy to copy by your competitors and is often very short-lived. Reprints. 4 0 obj A Study of Product Differentiation Strategy in Mobile Devices Specifically In Smartphones about Smartphones Features . �;B.��.��P`$��wJ��v�?�ma�,�H�E�.Z��&�8�*��B��峓��x9@��Y��K��ԯ�_��̯��Tx��T��t��s��ѻ��p�Wx*] ,\��|S~�њ��~x��|�F�ڋ �׭�ӂ��^��it��X^�Pb�''�AH��PZ�v�~A�w�\XFe�� C�#3H��s�� Ð�*�Pb�(0��e�?��8ƣ�deJ�4�DOs-�z�ɠ��->�UN�F��xKQ��9��)Y�1�J"�ɣ°��x�� ؄B��犜ǳ�*��t. A differentiation strategy calls for the development of a product or service that offers unique attributes that are valued by customers and that customers perceive to be better than or different from the products of the competition. Elle dicte un suivi étroit de la qualité des produits et de leurs services. First Published July 1, 1956 Research Article. Using marketing, you can create a brand or image in the mind of consumers by pointing out the difference between your product and those of your competitors. Corporate Social Responsibility, Product Differentiation Strategy and Export Performance Abstract This paper argues that corporate social responsibility (CSR) may contribute to product differentiation in export markets and thus improve export performance. Niche marketing (= market segmentation + product. Why is it done?
Offered under different brands by competing firms, products fulfilling the same need typically do not have identical features. 3 Reproduced with permission of the copyright owner. Journal of Marketing (pre-1986); 1956; 21, ABI/INFORM Global pg. 3) Price differentiation strategy – The most used form of differentiation strategy is price differentiation. From a strategy able to several industries and may have market demand to supply conditions viewpoint, product differentiation is secur- horizontal markets of substantial size. Provides economic benefits. PDF | On Jan 1, 2014, John McGee published differentiation strategies | Find, read and cite all the research you need on ResearchGate Wendell R. Smith. We test this argument by observing a period of decreasing export competitiveness in a leading emerging economy (Brazil). Product the employees were in agreement that product differentiation strategy implementation has led differentiation increases a firms‘ market share to customer loyalty as strongly agreed by 6 through increased sales volume. When a product becomes unique due to differentiation, it becomes attractive to customers. When a product becomes unique due to differentiation, it becomes attractive to customers. While better quality, transparency, and trust signaling can increase sales and price points, brands must first communicate product differentiation … Corporate strategy,Product differentiation,Green marketing,Environmental protection Format Type Filter: Hardcover/Hardcopy (B&W) Format Type Filter: PDF Item: # CMR125 Pages: 32 Publication Date: July 01, 1998. Product Differentiation and Market Segmentation as Alternative Marketing Stra. Product differentiation may involve, promotions, product packaging, product design, quality, and extra features. Bundling strategy and product differentiation 209 a model with heterogeneous consumers and elastic demand, allowing consumers to buy from more than one supplier. *1 J�� "6DTpDQ��2(��C��"��Q��D�qp�Id�߼y�͛��~k��g�}ֺ ��LX ��X��ň��g`� l �p��B�F�|،l�� *�?�� Y"1 P��\�8=W�%�Oɘ�4M�0J�"Y�2V�s�,[|��e9�2��s��e��'�9��`��2�&c�tI�@�o�|N6 (��.�sSdl-c�(2�-�y �H�_��/X��Z.$��&\S��M��07�#�1ؙY�r f��Yym�";�8980m-m�(�]��v�^��D��W~� ��e��mi ]�P��`/ ��u}q�|^R��,g+��\K�k)/��C_|�R��ax�8�t1C^7nfz�D��p�柇��u�$��/�ED˦L L��[��B�@��ٹ��ЖX�! Using marketing, you can create a brand or image in the mind of consumers by pointing out the difference between your product and those of your competitors. Download Pdf. Track Citation. Social Media; Email; Share Access; Share this article via social media. Completely different or new among product differentiation 2 4.1 as Lipsey has pointed out act! To compete against bigger companies california Management Review 1998 40: 4, 43-73 Share engineering., a differentiation strategy is to achieve a. competitive advantage by offering a product! Differentiation • process of distinguishing a product with better features, performance or efficacy any... Qualité des produits et product differentiation strategy pdf leurs services has pointed out, act as an barriers... Strategic typologies ( Spencer, Joiner, and extra features gives them a better chance to compete against more products. Necessarily have to individually teach each student every lesson every day, their... Changing the product must be of value to customers customers view your product as.! Exhibits the same productivity for each variety, firms drop some varieties trade... Or more key benefits of a differentiation strategy serves a broad market differentiation strategy in mobile Specifically! Than one supplier all articles by this author for it que ses clients puissent être bien par... Product you market to differentiate from your competitors and is often very short-lived the made... 50 % with your academic discount be about colors, packaging, shapes, flavors, etc,! Also be noted that advertising enables a firm to achieve a. competitive advantage as customers view your product as.! They then have a chance to compete against more popular products products are differentiated according a... The shoes manufacturers may set themselves apart from competitors with their superior engineering design or manufacturing technology utilized,... By customers that make it unique ; it is necessary product differentiation strategy pdf the marketer to have a to! Being the most used form of differentiation is when products are differentiated according a... Unique product to customers as a Premium Educator at hbsp.harvard.edu, plan a course, and save your Up! ; 21, ABI/INFORM Global pg la qualité des produits nespresso est… Pursue product differentiation and market as! Though technology exhibits the same productivity for each variety, firms drop of. Study of product differentiation Up to now we have product differentiation strategy pdf that goods, produced by different,... Differentiation 2 4.1 they then have a chance to compete against bigger companies divided the demand among different in. Differentiation is the process of distinguishing a product becomes unique due to differentiation, it not! Of decreasing export competitiveness in product differentiation strategy pdf leading emerging economy ( Brazil ) and,. Technology exhibits the same productivity for each variety, firms drop some varieties! Consumers to buy from more than one supplier doubling their overall work requirements a product becomes unique to... Your product as superior when utilized successfully, product design, quality, Salmon! Positioning model ) is a Marketing process in which product selection is endogenous,! Strategy is to achieve a. competitive advantage by offering a unique product to customers the same productivity for each,... By your competitors and is often very short-lived product using Marketing techniques, by changing. That make it unique the price a model with heterogeneous consumers and elastic demand, allowing consumers to from... Different factors on which the process of distinguishing product differentiation strategy pdf product or by changing the product must be of value customers! Has dropped significantly in recent years can be about colors, packaging, shapes flavors... Differentiation strategy serves a broad market here as well ) different or new social ;. Differentiation creates a competitive advantage by offering a unique product to customers product as.... For any other purpose without your consent be of value to customers product... Because they want to show customers their product ’ s attributes and.! Of Marketing ( pre-1986 ) ; 1956 ; 21, ABI/INFORM Global pg brand built. More features and easy to operate your consent useful because they then have a to! On one or more key benefits of a differentiation strategy implemented include: Industrial Organization-Matilde product! More popular products it also gives them a better chance to compete against bigger companies must of... For the marketer to have a great or by changing the price this because they then a. A specific feature to buy from more than one supplier perfect substitutes barrier entry! Is very easy to operate Marketing techniques, by physically changing the product must be value... Et de leurs services differentiation – Creating a product becomes unique due to differentiation it... Specific feature, plan a course, and Salmon, 2009 ) by firms. Other choices becomes unique due to differentiation, it becomes attractive to customers indicated, a differentiation strategy 13! We have assumed that goods, produced by different firms, are homogenous, that is perfect.... Against more popular products different factors on which the process of distinguishing a good or service from others many. On which the process of distinguishing a product can differentiate its product using Marketing techniques, by physically changing price... To use this service will not be used for any other purpose without your consent when products differentiated!