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10 cards from this deck
Unique features customers see as better than competitors
Firm producing efficiently at low cost, charging lower prices
Making products stand out with distinctive features
Real=actual differences; Perceived=believed differences
Differentiation allows charging higher prices
Providing extra features beyond standard expectations
Combining multiple benefits/services into one package
Helpdesk, follow-up calls, free maintenance
Higher prices, differentiation, protection from price wars
Visual tools showing brand positioning vs competitors
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