服务承诺
资金托管
原创保证
实力保障
24小时客服
使命必达
51Due提供Essay，Paper，Report，Assignment等学科作业的代写与辅导，同时涵盖Personal Statement，转学申请等留学文书代写。
51Due将让你达成学业目标51Due将让你达成学业目标51Due将让你达成学业目标51Due将让你达成学业目标私人订制你的未来职场 世界名企，高端行业岗位等 在新的起点上实现更高水平的发展
积累工作经验
多元化文化交流
专业实操技能
建立人际资源圈Product Differentiation--论文代写范文
2016-04-19 来源: 51Due教员组 类别: 更多范文
51Due论文代写网精选代写范文:“Product Differentiation”。这篇论文是对产品差异化的研究，差异化是一个竞争激烈的商业策略，企业为了获得竞争优势，通过增加感知价值的产品和服务的感知价值来区别于其他公司的产品和服务。
The literature review of Product Differentiation
“Differentiation is a competitive business strategy whereby firms attempt to gain a competitive advantage by increasing the perceived value of their products and services relative to the perceived value of other firm's products and services”
Along with the development of markets and competition grows, companies need to take strategies that could improve their competitiveness. 'product differentiation' strategy is right one of those strategies to the market share increasing. This concept was proposed by Chamberlin(1933) and become the basic to modern marketing views. And it was agreed that being unique or different is much important to success marketing and competing activities.
The products differentiation concerns about the added value of the products. According to Kotler et al (2005), the consumers always will be more interested in the products and services which could give more added value, therefore if the company could know the needs of customers and their buying processes, better than its competitors, will absolutely enable the company to deliver more value, and this action would make sure the company success in market and gain more customers.
Doole and Lowe (2001) insist that to the certain extent a company can position itself as providing superior value to selected target markets and gain competitive advantage, this can be done either by offering lower prices than competitors or by providing more benefits to justify higher prices. In other words, by being different from competitors in a way that customer wants. This is known as differentiation.
Hence, Johnson and Scholes (2006) define the differentiation as a “competitive business strategy whereby firms attempt to gain a competitive advantage by increasing the perceived value of their products and services relative to the perceived value of other firm’s products and services”.
Given the differentiation may be harder in some industries, not every company succeed in finding many opportunities for differentiating its offer and gaining competitive advantage. However, in last few decades many creative and successful companies have proved that any market can be differentiated (Kotler et al, 2005).
Product Differentiation has been described as a well defined theory in economics are based on two conditions.(Caves and Wiilamson 1985). Firstly, in the product-market, the customers consider that is close substitutes. Secondly, the brand in the market are sufficiently imperfect substitutes.
Baker (1996) defined the product differentiation is the concept dealing with the demand and supply wills. It could change the slope of the demand curve for any individual participant in the market.
Mercer(1992) argues that the differentiation 'rely on using factors other than price to contain competition', the differentiation is non price competition methods, which mainly offer the extra value to customer comparing to other similar or same products by competitors.
Dickson (1997) thinks the product differentiation is 'the art of distinguishing a product from its competitors on one or more baisc performance or image features.' he indicated that the product differentiation would reduce the price sensitivity among customers to the product.
Power (1991) indicated that the differentiated product normally have the opportunity to price higher than the competitors. And this could offer more profit to the company. The differentiation strategies are 'the result of the seller's wishing to establish a firm market position or to insulate itself from price competition'
The literature review of market segment, targeting and position
Based on the marketing mix and the concerns of the marketing strategy, the STP process was introduced to help the organisations to set more appropriate marketing strategy to offer different products and services to different customers within the different organisational capability. The phase STP is short for Segmentation, Targeting and Positioning. The process of organisation determinate the market by the different products or customers is market segmentation. Targeting is the process of organisation choose the segmented market to concentrate on. Positioning process refer the organisation how expect itself to be in the market.
According to Kolter e.g., (2005) the STP process could bring varies benefits to organisations. Firstly, it could enhance the organisation's competitiveness, as it would give a direction that the organisation need to concentrate its resource on. The market concentration would make the advertisement more efficient, new product development much quicker, or the product differentiation more attractive. Secondly, for the segment that organisation did not choose to concentrate on, it would analyse the potential opportunities and customers for the organisation to be aware with, it would give the direction to the organisation about where to go when it need create or develop new products or new market. Thirdly, the concentration on the targeted market would make the return of investment much more effective and efficient, it could provide the long-term value to the organisations, and make the organisation continually gain profit.
The concept of marketing segmentation was originally related to the product differentiation. The product differentiation refers to the same products or products in same category with different details, according to Porter (1985), the product differentiation is one important source of the organisation's competitive advantage, which would create different added value to customers, in order to attract the attention from customers, and increase their demand to purchase the product. However, the different added value should not suit for everyone, some group of customers would like some certain added value based on their taste or concerns. How to distinguish and divide the groups of customers among others is the process of segmentation.
However, Baines e.g. (2008) argued that the product differentiation is an approach to create new segment based on the new products or new differentiated product, the market segmentation should be another approach to created new products or develop new differentiation based on the demand of new segment. He defines the market segmentation as the division of a market into different groups of customers with particular needs and requirements, each segment should have common characteristics and similar responses to marketing actions.
The market segmentation could be used to ensure the marketing mix elements including price, products and promotions are planed and developed to meet particular needs of different group of customers. Especially when the resource of the organisation is limited, it could only pick the best opportunities to pursue, which means it should only concentrate on the best market segment, in the purpose of maximize its profit. (Beane and Ennis, 1987)
Kotler, (1984) suggested that the segments must have following characteristics in the purpose of making the segmentation more effective:
Distinct- each segment need to be clearly different from others
Accessible- buyers in each segment should be reached through promotion
Measurable- each segment must be easy to identify and measure
Profitable- each segment need to be large enough to provide constant future profit and revenues.
The second stage of STP process is targeting market. After the market is segmented, the organisation need to choose which segment need to be entered or concentrated on. For example, they need to evaluate whether a single product suit for a range of segments, or a range of products suit for multiple segment or a single segment, or each product only suit for a single segment. whatever the segments are targeted, a market strategy need to be made to fit the decision, and it must meet the need of the segments, reflect the organisation's capability including the current competitive strategy and available resource as well.
According to McDonald and Dunbar, (2004) in order to evaluate each segments, the rating approach for different segment attractiveness factors could be used, which could determine the market growth, segment profitability, segment size, competitive intensity, and the cyclical nature of the industry. Set criteria based on the market availability and the organisation's capability, rate each factors of each segment on a scale of 0-10, then calculate and compare the total score for each segment, the segment of the highest score should be more attractive and feasible to the organisation than the segments with lower score.
Baines, (2008) also pointed out there are two approaches in targeting segment, undifferentiated approach and differentiated targeting approach. In undifferentiated approach, there is no delineation between market segments, the market could be viewed as one mass market with one marketing strategy for the entire market. The differentiated approach suggested there are several attractive market with differentiations to the organisation, each segment need a differentiated marketing strategy to fit its our characteristics.
The literature review of Product Differentiation
“Differentiation is a competitive business strategy whereby firms attempt to gain a competitive advantage by increasing the perceived value of their products and services relative to the perceived value of other firm's products and services”
Along with the development of markets and competition grows, companies need to take strategies that could improve their competitiveness. 'product differentiation' strategy is right one of those strategies to the market share increasing. This concept was proposed by Chamberlin(1933) and become the basic to modern marketing views. And it was agreed that being unique or different is much important to success marketing and competing activities.
The products differentiation concerns about the added value of the products. According to Kotler et al (2005), the consumers always will be more interested in the products and services which could give more added value, therefore if the company could know the needs of customers and their buying processes, better than its competitors, will absolutely enable the company to deliver more value, and this action would make sure the company success in market and gain more customers.
Doole and Lowe (2001) insist that to the certain extent a company can position itself as providing superior value to selected target markets and gain competitive advantage, this can be done either by offering lower prices than competitors or by providing more benefits to justify higher prices. In other words, by being different from competitors in a way that customer wants. This is known as differentiation.
Hence, Johnson and Scholes (2006) define the differentiation as a “competitive business strategy whereby firms attempt to gain a competitive advantage by increasing the perceived value of their products and services relative to the perceived value of other firm’s products and services”.
Given the differentiation may be harder in some industries, not every company succeed in finding many opportunities for differentiating its offer and gaining competitive advantage. However, in last few decades many creative and successful companies have proved that any market can be differentiated (Kotler et al, 2005).
Product Differentiation has been described as a well defined theory in economics are based on two conditions.(Caves and Wiilamson 1985). Firstly, in the product-market, the customers consider that is close substitutes. Secondly, the brand in the market are sufficiently imperfect substitutes.
Baker (1996) defined the product differentiation is the concept dealing with the demand and supply wills. It could change the slope of the demand curve for any individual participant in the market.
Mercer(1992) argues that the differentiation 'rely on using factors other than price to contain competition', the differentiation is non price competition methods, which mainly offer the extra value to customer comparing to other similar or same products by competitors.
Dickson (1997) thinks the product differentiation is 'the art of distinguishing a product from its competitors on one or more baisc performance or image features.' he indicated that the product differentiation would reduce the price sensitivity among customers to the product.
Power (1991) indicated that the differentiated product normally have the opportunity to price higher than the competitors. And this could offer more profit to the company. The differentiation strategies are 'the result of the seller's wishing to establish a firm market position or to insulate itself from price competition'
The literature review of market segment, targeting and position
Based on the marketing mix and the concerns of the marketing strategy, the STP process was introduced to help the organisations to set more appropriate marketing strategy to offer different products and services to different customers within the different organisational capability. The phase STP is short for Segmentation, Targeting and Positioning. The process of organisation determinate the market by the different products or customers is market segmentation. Targeting is the process of organisation choose the segmented market to concentrate on. Positioning process refer the organisation how expect itself to be in the market.
According to Kolter e.g., (2005) the STP process could bring varies benefits to organisations. Firstly, it could enhance the organisation's competitiveness, as it would give a direction that the organisation need to concentrate its resource on. The market concentration would make the advertisement more efficient, new product development much quicker, or the product differentiation more attractive. Secondly, for the segment that organisation did not choose to concentrate on, it would analyse the potential opportunities and customers for the organisation to be aware with, it would give the direction to the organisation about where to go when it need create or develop new products or new market. Thirdly, the concentration on the targeted market would make the return of investment much more effective and efficient, it could provide the long-term value to the organisations, and make the organisation continually gain profit.
The concept of marketing segmentation was originally related to the product differentiation. The product differentiation refers to the same products or products in same category with different details, according to Porter (1985), the product differentiation is one important source of the organisation's competitive advantage, which would create different added value to customers, in order to attract the attention from customers, and increase their demand to purchase the product. However, the different added value should not suit for everyone, some group of customers would like some certain added value based on their taste or concerns. How to distinguish and divide the groups of customers among others is the process of segmentation.
However, Baines e.g. (2008) argued that the product differentiation is an approach to create new segment based on the new products or new differentiated product, the market segmentation should be another approach to created new products or develop new differentiation based on the demand of new segment. He defines the market segmentation as the division of a market into different groups of customers with particular needs and requirements, each segment should have common characteristics and similar responses to marketing actions.
The market segmentation could be used to ensure the marketing mix elements including price, products and promotions are planed and developed to meet particular needs of different group of customers. Especially when the resource of the organisation is limited, it could only pick the best opportunities to pursue, which means it should only concentrate on the best market segment, in the purpose of maximize its profit. (Beane and Ennis, 1987)
Kotler, (1984) suggested that the segments must have following characteristics in the purpose of making the segmentation more effective:
Distinct- each segment need to be clearly different from others
Accessible- buyers in each segment should be reached through promotion
Measurable- each segment must be easy to identify and measure
Profitable- each segment need to be large enough to provide constant future profit and revenues.
The second stage of STP process is targeting market. After the market is segmented, the organisation need to choose which segment need to be entered or concentrated on. For example, they need to evaluate whether a single product suit for a range of segments, or a range of products suit for multiple segment or a single segment, or each product only suit for a single segment. whatever the segments are targeted, a market strategy need to be made to fit the decision, and it must meet the need of the segments, reflect the organisation's capability including the current competitive strategy and available resource as well.
According to McDonald and Dunbar, (2004) in order to evaluate each segments, the rating approach for different segment attractiveness factors could be used, which could determine the market growth, segment profitability, segment size, competitive intensity, and the cyclical nature of the industry. Set criteria based on the market availability and the organisation's capability, rate each factors of each segment on a scale of 0-10, then calculate and compare the total score for each segment, the segment of the highest score should be more attractive and feasible to the organisation than the segments with lower score.
Baines, (2008) also pointed out there are two approaches in targeting segment, undifferentiated approach and differentiated targeting approach. In undifferentiated approach, there is no delineation between market segments, the market could be viewed as one mass market with one marketing strategy for the entire market. The differentiated approach suggested there are several attractive market with differentiations to the organisation, each segment need a differentiated marketing strategy to fit its our characteristics.
After the market is segmented, determined by the size and attractiveness, and selected the specific target markets, the final step of STP process is to position the organisation within the targeted markets. According to Kolter, (2008) the Positioning means how the products and services can be differentiated from another, and how it attract consumers to buy it. The positioning includes two fundamental elements, the physical attributes, which means the functionality and capability of the organisation or products or services. The second element is the communication tools of the brand, how consumers perceive the brand relative to other competitors in the market.
更多论文代写范文欢迎访问我们主页 www.51due.net 当然有论文代写需求可以和我们24小时在线客服QQ:800020041 联系交流。
51Due网站原创范文除特殊说明外一切图文著作权归51Due所有；未经51Due官方授权谢绝任何用途转载或刊发于媒体。如发生侵犯著作权现象，51Due保留一切法律追诉权。-J
