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Differentiation Strategy

Approach under which a firm aims to develop and market unique products for different customer segments. Usually employed where a firm has clear competitive advantages, and can sustain an expensive advertising campaign. It is one of three generic marketing strategies that can be adopted by any firm.

Distribution Channel

Path or 'pipeline' through which goods and services flow from vendor to the consumer, and the payments generated by them flow in the opposite direction (from consumer to the vendor).


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