Diploma Thesis




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3.1.2Differentiation


It is considered to be the most effective way to apply indirect approach by means of differentiating the components of marketing mix. Differentiation should be considered in such areas as customer service (including faster delivery, after purchase follow-up, packaging, management training, etc.) and intangibles as reliability, reputation, prestige and value. Even when the competitors’ products may seem identical, differentiation in the areas stated above will add up to the overall image of the product and the company in general.

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