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Point of Difference and Product Differentiation

Part 1. Marketing Strategy

  1. Rajendra Sisodia

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01048

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Sisodia, R. 2010. Point of Difference and Product Differentiation. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Bentley University, Waltham, MA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Product differentiation refers to distinguishing what might be a homogeneous product from other competing products by adding meaningful points of difference. These points of difference may include price, quality, additional features, or even image enhancements that appeal to certain groups of customers. Product differentiation is a core concept of marketing and often serves as the basis of a marketing strategy.

Keywords:

  • product differentiation;
  • uniqueness;
  • exclusivity;
  • targeting;
  • market segmentation