Companies must decide what product and service mix is best. The mix may include both goods and services to spread the risk. Describe how businesses create product differentiation for their goods and services in both consumer and industrial markets. Actual product differences are sometimes quite small, so marketers must create a unique, attractive image. Different products call for different marketing strategies.
Small businesses can often win market share with creative product differentiation.
These products are often marketed through specialty magazines. These also include products that consumers did not intend to buy when they entered the store, such as batteries and magazines. Unsought goods are best sold through creative and highly visible displays. The marketing task varies depending on the kind of product. The individual consumer determines whether or not a good or service falls into a particular class.