Differentiation is the division and stratification of the whole into different forms

Today in the vocabulary of the Russian languagemany concepts and terms that are of foreign origin. For example, the word "differentiation". This is a stratification, a division from the lat. the words differenti (difference). The term has become very widespread in almost all spheres of economics, marketing and social psychology, as this topic is studied today by modern scientists and researchers much deeper than it was before.

If we talk about marketing, then you canbring the famous quote of one of the founders of the consumer positioning of marketer Jack Traut. "Distinguish, or die," is a well-known saying, which runs the red thread through any marketing strategy of the enterprise, connected both with its access to the market, and the provision to the consumer of 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 by certain specific features, the main of which are competitive advantages. The same can be said about the product. The firm that has managed to create a qualitatively new product or service wins or adds a "zest" to a well-known product, which attracted the attention of potential consumers.

In addition, this term also includessociological aspect, as it is used for 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 different social positions. Most researchers agree that the stratification of society is inherent in any of its types. Even in mini-groups, there are clear relationships between specific individuals.

Modern researchers note the economic,political and professional differentiation, according to which all people can be classified in one category or another. Since differentiation is a broad concept, the distinction in age, sex, convictions and way of life is necessarily included here. All this is taken into account when carrying out large-scale studies both on economic issues and on cultural and sociological aspects.

It is important to note that there is a large numberbooks, scientific articles and publications on the topic of differences in society, however, information sources do not say much about how to identify the very differentiation in the promotion of a new product or service. After all, 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 for it. Thus, differentiation is also the ability to identify new needs of a particular category of society, as well as to find methods that allow the most to provide the market with the necessary goods or services. Differentiation of goods 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 most expedient and necessary, based on his financial capabilities.

As can be seen from the foregoing, the concept ofseparation of society, as well as its needs is extremely important for the recording and analysis of real social and economic processes, as well as for carrying out an active social policy. By constantly monitoring these issues, the government has the opportunity to take into account the public interest in the preparation of a particular development program of the state.