Różnicowanie produktów jako narzędzie walki konkurencyjnej przedsiębiorstwa

• Autorzy: Iwona Wieczorek

Warianty tytułu

Product Differentiation as an Instrument of a Company's Fight Against Competition

• Języki publikacji: PL

Abstrakty

Celem artykułu jest zwrócenie uwagi na konieczność różnicowania asortymentowego produktów w celu skutecznego konkurowania na rynku. Przedstawiono problematykę kształtowania asortymentu wyrobów i ich modyfikacji.

EN

Product modification and shaping production assortment are a basic element of a company's marketing strategy. The article emphasizes the necessity of promoting the policy of product differentiation by a company. It consists of two parts. The first part deals with shaping the assortment of products, as today most firms manipulate a multitude of products and an appropriate determination of width and depth of assortment decides about a firm's success on the market. The article analyzes also the relationship between the shaping of assortment and life cycle of products, because depending on the stage in product life cycle a company should introduce changes in its policy. The second part of the article deals with moditication of products. There are discussed here three main strategies in product differentiation: strategies of upgrading the qualify, characteristics, and appearance of a product. A short mention is also made of the problem of abandoning weak products and replacing them by new ones.(original abstract)

Słowa kluczowe

PL

Konkurencja rynkowa; Strategia konkurencji; Cykl życia produktu; Strategia produktu; Strategia marketingowa

EN

Market competition; Competition strategy; Product life cycle; Product strategy; Marketing strategy

• Czasopismo: Acta Universitatis Lodziensis. Folia Oeconomica
• Rocznik: 1996
• Tom: 139 Zarządzanie sprywatyzowanym przedsiębiorstwem
• Strony: 69--77

Twórcy

autor

Iwona Wieczorek