Chapter 10

Differentiation involves highlighting the unique or special qualities of a company's product or service(pg. 312). I have a perfect example of this theory. When our company bids a job to paint we must call a company that makes paint to get prices. Every company has a price that is within a dollar or two of each other. When we tell the company's that the other company is offering the same product cheaper they begin selling themselves. One company had the strategy of telling us that we have been doing business for a long time and the other company stressed the fact that they delivered the paint the day we ordered it. It is a perfect example of differentation because each company is using its strong points to sell thier product.