Sem i 1.05 armstrong rev

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 people

Product literature

Consumer review web sites

Internet 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

Sem i 1.05 armstrong rev

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