differentiation
TRANSCRIPT
Products can be differentiated in many ways: Form Features Customization Performance Quality Conformance Quality Durability Reliability Repairability Style
FEATURES
• A company can select new features by surveying recent buyers• Marketers should consider how many people want each feature• A company must prioritize features and tell consumers how to benefit from them.
CONFORMANCE QUALITY
Buyers expect a high conformance quality ,the degree to which all produced units meet promised specifications.
DURABILITY
• Durability ,a measure of product’s expected operating life.
• Extra price must not be excessive.
RELIABILITY
• Reliability is a measure of the probability that a product will not fail.• Buyers pay a premium for more reliable products.
REPAIRABILITY
• Repairability measures the ease of fixing a product when it malfunctions.
• Customers prefer products with low repairable cost.
When the physical product cannot be differentiated the key to competitive success lie in adding valued services.
MAIN SERVICE DIFFERENTATORS:
• Ordering Ease• Delivery• Installation• Customer Training• Customer Consulting• Maintenance and Repair• Returns
4) CUSTOMER TRAINING AND CONSULTING
• It helps the buyers to use the equipment properly and efficiently.
• It includes information the seller offers to the buyers.
5) RETURNS
Product returns are an avoidable reality of doing business, especially with online purchases.