TAILIEUCHUNG - MARKETING SUCCESS THROUGH DIFFERENTIATION OF ANYTHING

Second, China is a developing country, and lacks strong purchasing power for foreign goods. Expanding exports to China depends on the healthy development of Chinese economy and the country's balance of payments situation. China' wool imports, for example, made a record of NZ$ 522 million in 1988, then fell to a low of NZ$ 70 million in 1990 because of the economic retrenchment in China, but subsequently recovered in 1991. Demand from China depends very much on the domestic economy. Third, some of New Zealand products are not fully suitable to the needs of China. For instance, there is. | Marketing Success Through rx-rr . . r A .1 Differentiation of Anything by Theodore Levitt Harvard Business Review Reprint 80107 HBR JANUARY-FEBRUARY 1980 Marketing Success Through Differentiation of Anything by Theodore Levitt There is no such thing as a commodity. All goods and services are differentiable. Though the usual presumption is that this is more true of consumer goods than of industrial goods and services the opposite is the actual case. In the marketplace differentiation is everywhere. Everybody producer fabricator seller broker agent merchant tries constantly to distinguish his or her offering from all others. This is true even of those who produce and deal in primary metals grains chemicals plastics and money. Fabricators of consumer and industrial goods seek competitive distinction via product features some visually or measurably identifiable some cosmetically implied and some rhetorically claimed by reference to real or suggested hidden attributes that promise results or values different from those of competitors products. So too with consumer and industrial serv-ices what I call to be accurate intangibles. On the commodities exchanges for example dealers in metals grains and pork bellies trade in totally undifferentiated generic products. But what they sell is the claimed distinction of their execution the efficiency of their transactions in their clients behalf their responsiveness to inquiries the clarity and speed of their confirmations and the like. In short the offered product is differentiated though the generic product is identical. When the generic product is undifferentiated the offered product makes the difference in getting customers and the delivered product in keeping them. When the knowledgeable senior partner of a well-known Chicago brokerage firm appeared at a New York City bank in a tight-fitting lime green polyester On television we see product differentiation all the time whether the subject of the commercial is a distinguishable

• Marketing - Bán hàng
• inadequate funding
• facilities studied
• treatment outcomes
• reported complete national programme
• service delivery
• Tuberculosis Control
• jointly reviewed
• managerial weakness
• national programme