"In well-developed markets, there is a mature set of players with comparable levels of strengths in terms of product development--hence all product offerings tend towards parity. Consumer tastes are also well defined. Therefore, product offerings need to go beyond satisfying basic needs.
In order to appeal to the higher order needs of the consumer, marketers may consider bundling service offerings with their products."
In mature markets, there is an established set of companies; there are very few differences among them. When the market growth rate is slow moving, the marketing gets tough. Also, as an industry reaches maturity, the core product inevitably becomes a commodity, offering few opportunities for differentiation.
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