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Marketing in 3-D
Marketers used to succeed by providing superior products and other distinctive functional benefits. Today this is no longer enough, for such benefits can readily be imitated; in the automobile industry, for instance, quality and performance increasingly meet—and are perceived by consumers to meet—uniformly high standards (Exhibit 1). Today’s marketers must therefore find new ways of differentiating their products and services.
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© 1992-2003 McKinsey & Company, Inc
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