Post on 19-May-2015
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