7 Keys to Marketing Genius: Perceived Value and the Quality Myth
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Many people try to compete either on price or on quality. Their ads tout their product as the low price leader, or the best quality available. These are both ambiguous descriptions that have little rational value. It is not wise to base your marketing message on either of these. Price, as we will discuss later in the text, is not a competitive advantage because it can easily be copied almost immediately. Your competition need only match your price, and your perceived price advantage will vanish.
Why wouldn’t quality be a competitive advantage? The reason is that quality is relative, subjective, and determined by the consumer. Ask five friends what constitutes quality and they will usually give you different answers. What you are promoting as quality may not mean the same thing to your customer.