1.05Product Knowledge

Motivation to Attend Events

• Cultural Norms/Values• Popular Athletes• Significant Others

Other Reasons to Attend Events

• Low ticket values• High scoring event• Media coverage• Unpredictability = entertainment

Terms

• Feature: physical characteristic of product• Benefit: what need the product fills for the

customer• Unique selling proposition: the one reason a

product is different/better than competition • Feature-benefit selling: matching

characteristics of product to customer’s needs & wants

• Feature-benefit chart: lists benefits side-by-side with features

Sources of Feature/Benefit Info

Sales peopleProduct literatureConsumer review web sitesInternet discussion boards

Obvious benefit

Immediately apparent to consumer

Unique benefit

Sets product apart from competition

Hidden benefit

Not immediately apparent to producer and/or consumer

Feature-benefit chart for a product

Feature Benefit

Telephone Orders

•Introduce yourself

•Offer specials

•Write down the order

•Thank the customer