able to shift the demand curve outward so that consumers are willing to pay higher prices for the same quantity of goods as when they were undifferentiated. In this way, a company which might have a good on-time delivery record can use that in its advertising to gain additional market share.
Just as products which are typically considered commodities can be differentiated from one another through "intangibles," products which have a particular image can be separated from that image through careful promotional activities. As American dining tastes have changed in recent decades toward a more informal experience, china and linen manufacturers have struggled to maintain market share in a shrinking market. One manufacturer, Lenox, has created crystal and stemware product lines which embrace the new casual approach to dining. Through promotional activities which emphasize the quality of the lines but also the more casual look, the company is seeking to create new demand for traditi
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