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Title variants
Product Differentiation as an Instrument of a Company’s Fight Against Competition
Languages of publication
Abstracts
Product modification and shaping production assortment are a basic element of a company’s marketing strategy. The article emphasizes the necessity of promoting the policy o f product differentiation by a company. It consists of two parts. The first part deals with shaping the assortment of products, as today most firms manipulate a multitude of products and an appropriate determination of width and depth of assortment decides about a firm’s success on the market. The article analyzes also the relationship between the shaping of assortment and life cycle of products, because depending on the stage in product life cycle a company should introduce changes in its policy. The second part of the article deals with modification of products. There are discussed here three main strategies in product differentiation: strategies of upgrading the qualify, characteristics, and appearance of a product. A short mention is also made of the problem of abandoning weak products and replacing them by new ones.
Keywords
Year
Volume
Physical description
Dates
published
1996
Contributors
References
Document Type
Publication order reference
Identifiers
URI
http://hdl.handle.net/11089/19471
YADDA identifier
bwmeta1.element.hdl_11089_19471
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