《旅游管理专业英语》（第二版） 讲义 Lesson14 Product differentiation.docVIP

Product differentiation In marketing, product differentiation is the modification of a product to make it more attractive to the target market by differentiating it from competitors products. The changes are usually minor; they can be merely a change in packaging or also include a change in advertising theme. The physical product need not change, but it could. The objective of this strategy is to develop a position that potential customers will see as unique. If your target market sees your product as different from the competitions, you will have more flexibility in developing your marketing mix. A successful product differentiation strategy will move your product from competing based primarily on price to competing on non-price factors (such as product characteristics, distribution strategy, or promotional variables). The disadvantage of this repositioning is that it usually requires large advertising and production expenditures.