小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap003.pptVIP

Most product-markets head toward pure competition – or oligopoly – over the long term. In these situations, competitors offer very similar products. Thus, it is up to marketing managers to differentiate their products from those of the competition. This can be done in many ways. For example, in this ad, Shell Oil is attempting to differentiate itself from its competitors by encouraging people concerned with protection and physical well-being to write for a free book: “Learn How To Avoid Driving’s Most Dangerous Distractions.” Video Operation: Use the onscreen player controls to operate th