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As the marketing manager for a product often referred to as a “commodity,” you know that incremental sales and profits lies not in physical differentiation but in “service” differentiation. As you compose a memo to your boss regarding the concept of “service” differentiation, you note the six areas where service […]

You know that your small firm cannot compete with the “big boys” in terms of price and promotion. Instead, you have decided to “outdesign” them. What is necessary for this strategy of “outdesigning them” to succeed?

In your position as a marketing manager for a small industrial company, you have been asked by the president to help differentiate the company’s product from its competitors. In reviewing your marketing management notes, you note that the text stated that physical products could be differentiated in nine ways. These […]

Industrial-goods classifications based on terms of how the products enter the production process and their relative costs include such segments as materials and parts and capital items. Window cleaning services, consumable office supplies, personal computers, desks, paint, nails, and buckets are included in the classifications of industrial goods. List the […]

Sellers must label their products. Labels serve many purposes beyond just “naming” the product. List the additional services provided by a product’s label.

Various factors have contributed to the increased importance of packaging as a marketing tool. List and briefly describe these events.