Certain occupations $-$ such as nurses, chefs, and pharmacists $-$ require standing more than other occupations, and workers in these fields need shoes that support their backs, hips, and shoulders.

New Balance, Brooks, and Asics are all brands that cater to this market. All three companies produce sneakers with various fits and arch support. Every summer th three brands experiment with different colors, different patterns, and different materials, to satisfy different customers in different ways.

It is clear that in this market, these three brands must compete at the level of the

$q,$ product and not at the level of the expected product.

potential

basic

durable

augmented

nondurable