competitive advantage(An advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and better servicing facilities that could justify higher prices. This may be achieved by creative advertising, increased product performance, or superior distribution methods. OB&MD Alexander Demidov)
bundle-of-benefits concept(утверждает, что преимущества и выгоды, которые покупатель рассчитывает получить от товара, добавляют ему притягательной силы)
