Perceived Societal Benefit of Selected Product Classes: A Test of a Product Differentiation Framework

Abstract

Products can be differentiated in many ways. Some are more socially useful than others. The purpose of the present research was to test empirically the relative positioning of selected goods and services on a product differentiation framework which uses long-term societal welfare as the benchmark. Three different samples believed to hold divergent views regarding product differentiation strategies-consumerists, Federal Trade Commission staff members, and American Marketing Association practitioners-were studied via a mail survey. Results of the analyses provided general support for the relative ranking proposed by Murphy and Enis (1974-75), although several departures from prediction also were found. Implications are drawn for managers, policy makers, and researchers for expanding the use of the framework. These implications concerning the ecological and societal effects of marketing activities are particularly important for macromarketing research.