Setting Product Strategy>Product Differentiation
The seller faces an abundance of differentiation possibilities in terms of:
(a) Form: Many products can be differentiated in form·the size, shape, or physical structure of a product.
(b) Features: Most products can be offered with varying features that supplement its basic function. A company can identify and select appropriate features by surveying buyers and then calculating customer value versus company cost for each feature. Each company must decide whether to offer feature customisation at a higher cost or a few standard packages at a lower cost.
(c) Customisation: marketers can differentiate products by making them customised to an individual. Mass customisation is the ability of a company to meet each customer's 'requirements.
(d) Performance Quality: Most products are established at one of four performance levels: low, average, high, or superior. Performance quality is the level at which the product's primary characteristics operate. The manufacturer must design a performance level appropriate to the target market and competitors' performance levels. A company must manage performance quality through time.
(e) Conformance Quality: Buyers expect products to have a high conformance quality the degree to which all the product units are identical and meet the promised specifications.
(f) Durability: A measure of the product's expected operating life under natural or stressful conditions. Durability is a valued attribute for certain products. Buyers will generally pay more for products that have a reputation for being long lasting.
(g) Reliability: Buyers normally will pay a premium for more reliable products. Reliability is a measure of the probability that a product will not malfunction or fail within a specified time period
(h) Repairability: Is the measure of the ease of fixing a product.
(i) Style: Describes the product's look and feel to the buyer. Style has the advantage of creating distinctiveness that is difficult to copy. Strong style does not always mean high performance.
The seller faces an abundance of differentiation possibilities in terms of:
(a) Form: Many products can be differentiated in form·the size, shape, or physical structure of a product.
(b) Features: Most products can be offered with varying features that supplement its basic function. A company can identify and select appropriate features by surveying buyers and then calculating customer value versus company cost for each feature. Each company must decide whether to offer feature customisation at a higher cost or a few standard packages at a lower cost.
(c) Customisation: marketers can differentiate products by making them customised to an individual. Mass customisation is the ability of a company to meet each customer's 'requirements.
(d) Performance Quality: Most products are established at one of four performance levels: low, average, high, or superior. Performance quality is the level at which the product's primary characteristics operate. The manufacturer must design a performance level appropriate to the target market and competitors' performance levels. A company must manage performance quality through time.
(e) Conformance Quality: Buyers expect products to have a high conformance quality the degree to which all the product units are identical and meet the promised specifications.
(f) Durability: A measure of the product's expected operating life under natural or stressful conditions. Durability is a valued attribute for certain products. Buyers will generally pay more for products that have a reputation for being long lasting.
(g) Reliability: Buyers normally will pay a premium for more reliable products. Reliability is a measure of the probability that a product will not malfunction or fail within a specified time period
(h) Repairability: Is the measure of the ease of fixing a product.
(i) Style: Describes the product's look and feel to the buyer. Style has the advantage of creating distinctiveness that is difficult to copy. Strong style does not always mean high performance.
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