Różnicowanie produktów jako narzędzie walki konkurencyjnej przedsiębiorstwa

• Authors: Wieczorek, Iwona

Title variants

PL

Product Differentiation as an Instrument of a Company’s Fight Against Competition

Abstracts

EN

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.

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Acta Universitatis Lodziensis. Folia Oeconomica
• Year: 1996
• Volume: 139

Dates

published

1996

Contributors

author

Wieczorek, Iwona

other

Uniwersytet Łódzki, Zakład Analizy i Diagnostyki Ekonomicznej

Identifiers

URI

http://hdl.handle.net/11089/19471