As the marketplace becomes congested, firms have to choose their niches
Most wonÅft be able to be Ågall things to all peopleÅh
The goal is to create a perception that there is extra value in doing business with a particular firm
Differentiation is the process of defining a market niche
Focusing on the identification of tangible-intangible customer needs
Creating a superior bundle of products and services which meet these needs
Communicating with the target market about this stuff
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