Product Differentiation in Politics
A much-favoured technique employed in marketing certain kinds of manufactured goods — detergents and petrol are good examples — is to discover minute, and sometimes imaginary differences between one’s own product and those of one’s rivals and then to exaggerate and emphasise these differences. This makes Product A distinct, in the public mind, from Product B and, given promotional skill, more desirable. The process is known as product differentiation and it is, to put the matter bluntly, a swindle. Marketing men will say with great conviction, however, that without making use of product differentiation they could hardly sell anything. They would have no tools with which to work. Petrols, instant coffee, cigarettes, washing powders and even cars are so much of a muchness that the public has no logical reason for buying one rather than another. The marketing skill lies in making them seem different.
KeywordsProduct Differentiation Trade Union Labour Party Television Producer Instant Coffee
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