Today, many concepts and terms that are of foreign origin are firmly included in the vocabulary of the Russian language. For example, the word "differentiation". This is a stratification, a division originating from lat. the words differenti (difference). The term is very widespread in almost all areas of economics, marketing and social psychology, since this topic is being studied today by modern scientists and researchers much deeper than it was before.
If we talk about marketing, here you can cite the famous quote of one of the founders of consumer positioning marketer Jack Trout. “Distinguish yourself or die” - this is a well-known saying that runs like a red thread through any marketing strategy of an enterprise related both to its entry into the market and to the provision of consumers with qualitatively new types of goods and services. Therefore, it should be said that in the field of marketing, differentiation is the ability of a company to differ from its competitors in some specific features, the main of which are competitive advantages. The same can be said about the product. The company that wins is able to create a brand new product or service or add a “twist” to a well-known product, which has attracted the attention of potential consumers.
In addition, this term also includes the sociological aspect, since it is used in research in the field of consumption of goods by various groups of people. Social differentiation is the division of society into separate groups that occupy a different social position. Most researchers agree that the stratification of society is characteristic of any type. Even in mini-groups, there are clear relationships between specific individuals.
Modern researchers note economic, political and professional differentiation, according to which all people can be attributed to one or another category. Since differentiation is an extensive concept, the distinction of age, gender, beliefs and lifestyle is mandatory here. All this is taken into account when conducting large-scale studies both on issues of an economic nature and on cultural and sociological aspects.
It is important to note that there are a large number of books, scientific articles and publications on the topic of differences in society, however, information sources do not say much about how to identify the same differentiation when promoting a new product or service. Indeed, to achieve success in entrepreneurship, it is important not only to occupy the most profitable market niche, but also to present a qualitatively new product that will fully satisfy the society’s need arising in it. Thus, differentiation is also the ability to identify new needs of a particular category of society, as well as to find methods that are most able to provide the necessary goods or services to the market. Product differentiation is the main opportunity to provide the population with the widest possible choice of a different category of goods, thanks to which everyone can acquire what he considers the most appropriate and necessary, based on their financial capabilities.
As can be seen from the foregoing, the concept of separation of society, as well as its needs, is extremely important for accounting and analysis of real socio-economic processes, as well as for conducting an active social policy. By constantly monitoring these issues, the government is able to take public interests into account when drawing up a particular state development program.