6.9 Product Differentiation

	This is when a company works on making its product/service different to others in the market.
	This can be carried out through providing a very cheap product/service – low frill airlines for instance.
	The differentiation can also be through providing a high quality product with a high price.

The product can also be differentiated through the use it is associated with.

	IS are a strong tool that help organizations look for what the customer wants, at what price, especially if the organization is following the high quality and price strategy.
	IS make running marketing research through direct contact with customers quick, easy, and more convenient.