Maintaining your differentiated position requires tough choices, consistency, and putting top people in charge of protecting it. If your difference is that your product can do a lot of things not very well as opposed to a product that does one thing exceptionally well, you haven't got much of a difference. Most people lead with one of these four styles when making decisions. Intuitives are interested in the big picture and what's coming next. Thinkers want a lot of information.
Feelers are interested in what others feel.
Sensors respect facts. Even commodities can be differentiated. The marketing game never involves just the company and the customer. It always involves competitors. To get around a price attack, do something special, cause some confusion or shift the argument.