1. Eslam Zaqout

2. Product differentiation
Customers have different prefers along one dimension of a good
For example : some customers prefer hot salsa , some prefer mild
Vertical product differentiation: customers have the same ordinal preferences but not the same cardinal preferences

3. 'Product Differentiation'
Product differentiation can be achieved in many ways. It may be as simple as packaging the goods in a creative way, or as elaborate as incorporating new functional features. Sometimes differentiation does not involve changing the product at all, but creating a new advertising campaign or other sales promotions instead.

4. Development or incorporation of attributes (such as benefits, price, quality, styling, service, etc.)

5. The seller faces an abundance of design parameters
Product form : size, shape, physical structure of product
Features: calculating customer value c vs. company costs
How many people want each features.
How long it would take to introduce.
Whether competitors can easily copy it.
Performance quality.

6. Durability: A measure of the product life under normal or stressful conditions
Reliability: the product will not fail and not defected.
Reparability: how easy it's to fix product when it fails
Style: how a product looks and feels to the buyer
Design: the integration force , how product looks and functions according to customers need