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English definition of “differentiate”

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differentiate

verb
 
 
/ˌdɪfəˈrenʃieɪt/
[T] MARKETING to show how a product or company is different from other similar ones and what its advantages are, especially in order to attract a particular group of consumers: differentiate sth from sth The company wanted a website that would differentiate them from their competitors. In order to differentiate our service, it was decided that the brochure would depart from the traditional format.
[I or T] to show or find a difference between people or things: A purchase tax can differentiate between luxuries and necessities.
[T] to be the quality or feature that makes one thing different from another: differentiate sth from sth Customers may wonder what differentiates one type of beer from another.
(Definition of differentiate from the Cambridge Business English Dictionary © Cambridge University Press)
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