2. It identifies the potential market gap for a related product. Then, alternatively, the firm could play safe and position the new product in with others- less risky but likely to be less profitable too.
3. Having identified the sector with the greatest potential, it will heavily promote the key features of the product.
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5. Courier services like “DHL” shows that many people are willing to pay extra for a quick, secure service.
6. Training :- General Electric not only sells and installs expensive X-ray equipment in hospitals, but also trains the hospital employees who will us the equipment.• Personnel Differentiation:-<br />Personnel differentiation requires that a company should select its customer- <br />contact people carefully and train them well. These personnel must be competent - <br />they must possess the required skills and knowledge. They need to be courteous, <br />friendly and respectful. They must serve customers with consistency and accu- <br />racy. And they must make an effort to understand customers, to communicate <br />dearly with them, and to respond quickly to customer requests and problems. <br />Eg :- Singapore Airlines enjoys an excellent reputation largely because of the grace of its flight attendants, McDonald's people are courteous.<br />• Image Differentiation :- <br />Even when competing offers look the same, buyers may perceive a difference <br />based on company or brand images. Thus companies work to establish images <br />that differentiate them from competitors. A company or brand image should <br />convey a singular and distinctive message that communicates the product's main <br />benefits and positioning. A company cannot implant an image in the public's <br />mind overnight using only a few advertisements. <br /> Eg :- If 'IBM means service', this image must be supported by everything the company says and does. <br />