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Différenciation des produits

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Différenciation des produits[1] est un stratégie de marketing[3] that businesses use to distinguish their products from similar offerings in the market. This approach involves creating a unique selling proposition or highlighting specific traits that make the product superior or different from its competitors. There are three main types of product differentiation: vertical, horizontal, and other types like spatial differentiation. Vertical differentiation refers to differences in quality and price, objectively measured by consumers. Horizontal differentiation, on the other hand, is subjective and related to personal preferences, such as color or flavor. Spatial differentiation considers geographical location as a differentiator. This strategy can lead to a competitive advantage[2], higher profits, increased consommateur[5] value, and market segmentation[4]. However, it can also impact pricing and demand[6], especially in the presence of substitute goods.

Définitions des termes
1. Différenciation des produits ( Product differentiation )
1 Product differentiation is a marketing strategy that businesses use to distinguish their products from similar offerings in the market. This approach involves creating a unique selling proposition or highlighting specific traits that make the product superior or different from its competitors. There are three main types of product differentiation: vertical, horizontal, and other types like spatial differentiation. Vertical differentiation refers to differences in quality and price, objectively measured by consumers. Horizontal differentiation, on the other hand, is subjective and related to personal preferences, such as color or flavor. Spatial differentiation considers geographical location as a differentiator. This strategy can lead to a competitive advantage, higher profits, increased consumer value, and market segmentation. However, it can also impact pricing and demand, especially in the presence of substitute goods.
2 Product differentiation is a marketing strategy that businesses use to distinguish their products from similar offerings in the market. This approach involves creating a unique selling proposition or highlighting specific traits that make the product superior or different from its competitors. There are three main types of product differentiation: vertical, horizontal, and other types like spatial differentiation. Vertical differentiation refers to differences in quality and price, objectively measured by consumers. Horizontal differentiation, on the other hand, is subjective and related to personal preferences, such as color or flavor. Spatial differentiation considers geographical location as a differentiator. This strategy can lead to a competitive advantage, higher profits, increased consumer value, and market segmentation. However, it can also impact pricing and demand, especially in the presence of substitute goods.
2. competitive advantage. Competitive Advantage is a key business concept that refers to the unique ability of a company to outperform its industry rivals. It is achieved through various strategies identified by Michael Porter, a foremost authority in strategic management. These include cost leadership, differentiation, and focus. Cost leadership involves the production of goods or services at a lower cost, granting higher profit margins. Differentiation, on the other hand, entails offering unique products or services that stand out in the market. Lastly, the focus strategy targets specific market segments to optimize resource utilization. Factors internal to a company, such as positioning, corporate identity, and core competencies, also contribute to competitive advantage. However, advantages can sometimes be classified as unfair if they grant benefits to a business that are not accessible to others, hence disrupting market fairness. Government bodies often intervene in such cases to maintain fair market dynamics. Furthermore, the resource-based view of a firm and its capacity for innovation are other key determinants of competitive advantage.

Au économie et marketing, product differentiation (or simply differentiation) is the process of distinguishing a produit ou service from others to make it more attractive to a particular target market. This involves differentiating it from competitors' products as well as from a firm's other products. The concept was proposed by Edward Chamberlin in his 1933 book, The Theory of Monopolistic Competition.

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