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Product Differentiation is the attempt to create in the minds of consumer product perceptions that make one product seem superior to others. Often the actual product differences may be quite small, so marketers must use a clever mix of pricing, advertising, and packaging to create a unique and attractive image. One of the more successful attempts at product differentiation was accomplished by Perrier. Perrier made its sparkling water so attractive through pricing and promotion that often people ordered it by brand name instead of a Coke or Pepsi.
There is no reason why a company could not create a similar image for Fiberrific. With a high price and creative advertising, and could become the Perrier of cereals. The ultimate example of product differentiation would be to package and sell air. Well, guess what? The Japanese have been rather successful selling canned oxygen for $5. Michael Jackson triggered the boom by bringing his own air on his Japanese tour.
Marketing Different Classes of Consumer Goods and Service. Several attempts have been made to classify consumer goods and services. One of the more traditional classifications has three general categories: convenience goods and services, shopping goods and services, and specialty goods and services. These classifications are based on consumer shopping habits and preferences.
Convenience Goods and Services are products that the consumer wants to purchase frequently and with a minimum of effort (for example, candy, snacks, banking). Location is very important for marketers of convenience goods and services. Brand awareness and image are also important.
Shopping goods and services are those products that the consumer buys only after comparing value, quality, and price from a variety of sellers. Shopping goods and services are sold largely through shopping centers where consumers can “shop around”. Because consumers carefully compare such products, marketers can emphasize price differences, quality differences, or some combination of the two. Examples include clothes, shoes, appliances, and auto repair shops.
Specialty Goods and Services are products that have a special attraction to consumers, who are willing to go out of their way to obtain them. Examples include goods such as expensive fur coats, jewelry, cars, and services provided by medical specialists or business consultants. These products are often marketed through specialty magazines. For example, specialty skis may be sold through ski magazines.
The marketing task varies depending on the kind of product; that is, convenience goods are marketed differently from specialty goods, and so forth. The best way to promote convenience goods is to make them readily available and to create the proper image. Price or quality are the best appeals for shopping goods, and specialty goods rely on reaching special market segments through advertising. (2474).
(Андреева Л. Л. Методические указания по развитию навыков чтения и устной речи на материале текстов по специальности для студентов ОЗО экономического факультета / Л. Л. Андреева.. – Ростов-на Дону, 2002. – с. 9-10)
Translate into English.
Проблемы маркетингового консультирования промышленных предприятий
Белов А.
Вопросы и проблемы, связанные с маркетинговым консультированием делят на 3 группы: 1) Консультирование по вопросам выстраивания структуры и системы управления маркетингом. 2) Маркетинговые исследования, ориентированные на изучение текущей ситуации на рынке и положения компании на нем. 3) Маркетинговое консультирование и исследования для разработки стратегии развития бизнеса компании. Отличие этих исследований от 2 группы в том, что помимо анализа ситуации на рынке, строятся сценарии динамики внешней среды компании и варианты ее рыночного портфеля в долгосрочной перспективе (565).
http://ekonomika.snauka.ru (режим доступа 26.01.13)
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