Final answer:
Estel's kitchen-cabinet manufacturing business employs product differentiation by focusing on superior craftsmanship and durability to establish its cabinets as high-quality furniture. This positions Estel's products as distinct and desirable in the market based on their physical and intangible qualities.
Step-by-step explanation:
Estel, a kitchen-cabinet manufacturer, distinguishes its products by promoting them as furniture with superior craftsmanship and durability. This marketing approach falls under product differentiation, which can involve various strategies. One such strategy is emphasizing the physical aspects or intangible benefits like a product's reputation for high quality, satisfaction guarantees, or additional services. When a product is marketed to have superior qualities compared to competitors, it becomes a differentiated product in the market. In this case, Estel's cabinets are being differentiated on the basis of their quality craftsmanship and durability.