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Older CEO Refresher articles are no longer available. If you click through you will be taken to the Internet Archive site to find an archived copy.
The purpose of this article is to distinguish critical factors in product marketing, particularly as they apply to the marketing of professional services. The author develops the Buying Hierarchy developed by Windermere Associates of San Francisco into a fuller model he terms the Service/Product Positioning Model:
1. Functionality (Relevance, Applicability, Features, Fit)
2. Reliability (Integrity, Trust, Sustainability)
3. Convenience (Proximity, Ease of Use, Accessibility)
4. Cost (Cost of Manufacture, Economies of Scale, Supply and Demand)
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