The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable. Marketing the shoes in this manner creates a perceived difference in the minds of customers. This is an example of .

Differentiation

Explanation:

Differentiation is a marketing strategy in which a company makes a particular product unique and attractive in a way that it stands out or is distinguished from other similar products of other companies that are competitors in the same market. Differentiation gives a competitive advantage to a product against other similar products in a market segment.  

Marketing the shoes in a unique way that creates a perceived difference in the minds of customers is a good example of differentiation in marketing, as this would make the shoe unique and even get a premium price slashed on it that customers don’t mind paying.

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