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A concept that originally applied to the main differences and unique benefits of a given product over another competing product that made it more attractive to a target market; the concept is now all encompassing in marketing and can apply to services, companies, brands, cultures, and individuals. Differentiation is vital to creating competitive advantage. Achieving differentiation can be based on the creation and supply of advanced products and services, on superior client service, market niche focus, the expertise or culture of an organization, the reputation and strength of a brand, higher value, lower cost, or some combination of all of these factors. An additional task of marketing is not only to help create the features of differentiation, but also to communicate these elements of differentiation.

Subjects: Marketing.

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