The marketing emphasis of a company pursuing a broad differentiation strategy usually is to
A)underprice rival brands with comparable features.
B)tout differentiating features and charge a premium price that more than covers the extra costs of differentiating features.
C)out-advertise rivals and make frequent use of discount coupons.
D)emphasize selling directly to end users and promoting personalized customer service.
E)communicate the product's ability to serve the customer's every need.

Question

Quizplus · Accepted Answer

Companies pursuing a broad differentiation strategy aim to create a unique product or service that is perceived as superior in quality or features by the customer. Therefore, the marketing emphasis is on promoting and highlighting these distinguishing features to justify charging a premium price. This will enable the company to recover the extra costs of creating, designing, and producing the differentiated product or service. Outpricing rivals would compromise the strategy's goal, and out-advertising them without highlighting the product's superiority may fail to convince customers to pay more. Similarly, personalized customer service and direct sales channels might not be the company's priorities since they do not contribute to the differentiation strategy.

The Marketing Emphasis of a Company Pursuing a Broad Differentiation