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Unit 6

Product Differentiation

Yoon: You can just take a quick glance at the rest. We can also go to our showroom in the city if
you still have time.
Edward: Oh, that’s a good suggestion. By the way, what system is your Super-Bio TV, SB-2006
under?
Yoon: We’re using the SST system, same as the United States. This way please. It’s at a special
part of the showroom. We have a living room stall especially for it, so that our clients can
imagine how the item will look like inside their living room.
Edward: Great! That’s very imaginative and creative!
Yoon: I’m also proud to tell you that we have recently upgraded all our items. They are now at
par with the items in the international market. Hence, our use of the US SST system. We have
exhibited a variety of products from 5-inch Portable TVs to 21, 25, 29 and 33-inch TVs. We
are now currently pursuing the development of a breakthrough product that we are sure to
create a big stir in the market. It will be launched in three month’s time. Of course, you’re
invited to the launching Mr. Edward.
Edward: Thanks! I’ll definitely attend the launching. I’ve also observed that the design of each
individual item is quite different when compared.
Yoon: Yes, that’s right. The feature, as well as the design for each model, is slightly different. You
see, our target markets serve as our inspiration in developing each model. Of course, we also
have a wide scope of price range to accommodate the varying buying capacity of our markets.
We would like to consider our company as buyer-friendly. We want our products to reach all
socioeconomic classes.
Edward: That’s a very good marketing strategy, Mr. Yoon.

1. Are the buyers in the market today looking for uniqueness? Why?

Sample answer:
I think uniqueness is just one of the many factors that buyers look for. We should re-
member that buyers have different needs, and uniqueness may just be one among
the many. Nevertheless, it’s a significant factor, and manufacturers should strive to
achieve this in the field.

2. In what ways can manufacturers or companies make their products unique
or outstanding?

Sample answer:
Businessmen should have a competent research team that doesn’t stop working. The changes

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