Abstract
Product differentiation indicates the extent to which buyers perceive differences between the goods or services offered by different suppliers, and the extent to which their buying decisions are influenced by such differences. Buyers’ perceptions are discussed in Chapter 4, and for the moment it is sufficient to say that the greater the degree of product differentiation the wider the spread of acceptable prices is likely to be.
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Further Reading
F. Livesey, Economics (Stockport: Polytech., 1972) ch. 4.
R. A. Lynn, Price Policies and Marketing Management (Homewood, Illinois: Irwin, 1967) ch. 1.
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© 1976 F. Livesey
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Livesey, F. (1976). Product Differentiation and the Marketing Mix. In: Pricing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15651-1_3
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DOI: https://doi.org/10.1007/978-1-349-15651-1_3
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