Office peripherals: differentiate to sell

Article Abstract:

Office equipment manufacturers are banking on differentiating their products from the competition in order to develop a semblance of brand loyalty in their clientele. This is true for such consumer electronic equipment as paper shredders, electronic diaries and other office peripherals. The need to differentiate one product from another has resulted in such marketing strategies as price drops, additional features and attractive packaging.

Office Machinery Manufacturing, Business Machines NEC

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Retailers in secondary markets strategize HDTV

Article Abstract:

Retailers in secondary markets are trying to find ways to get consumers to buy HDTV units. The retailers' potential market are technophiles or people who buy new devices the day they become available. The problem with HDTV is that its broadcast will not start until the year 2000. Now, retailers just have to develop strategies to convince consumers to buy the product. The retailers believe that the key to this strategy is consumer education and intelligent displays. According to Michael Hagg, president of Showcase Home Entertainment in Phoenix, AZ, displays would really help attract buyers.

Audio and Video Equipment Manufacturing, Television Sets, Televisions, Article

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Independents sell innovation not price

Article Abstract:

Consumers prefer functionality and durability when buying home appliances, according to independent dealers. Innovative products such as front-load washers and ranges with smooth tops are preferred by consumers over lower- priced models that do not offer the same value-added features. Independent retailers, however, say selling innovative home appliances requires training sales people for them to be able to explain the products and their features to consumers.

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