1.05 features and benefits of sport and event products and services determine sport/event features...
TRANSCRIPT
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1.05 Features and Benefits of Sport and Event products and services
• Determine sport/event features and benefits• Describe factors that motivate
people to participate in/attend sport/events
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WHAT DO YOU SEE?
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WHAT DO YOU SEE?
![Page 4: 1.05 Features and Benefits of Sport and Event products and services Determine sport/event features and benefits Describe factors that motivate people to](https://reader030.vdocuments.net/reader030/viewer/2022032803/56649e205503460f94b0b06e/html5/thumbnails/4.jpg)
Feature Benefit Selling
Providing product features to satisfy consumers by offering them a benefit they need or want
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FEATURE AND BENEFIT
• Feature: •Describes an actual part of a product or service
• Benefit: •Describes how a product or service will directly offer a user a solution•Answers the question “What’s in it for me?”• For every feature, there should be a corresponding benefit for a consumer
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DEFINE AND IDENTIFY: OBVIOUS BENEFITS AND UNIQUE BENEFITS
Obvious Benefits: Easy to recognize
Example: Alloy Rims vs Factory Grade – Status Symbol
Example: 4G – Connectivity Availability
Unique Benefits: Specific to the product or service
Example: I-Phone 4S “Siri” – Hands-free Example: Victoria Beckham Edition –
Exclusive style
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DEFINE AND IDENTIFY: HIDDEN BENEFITS &FEATURE BENEFIT SELLING
Hidden Benefits: Implied but not obvious
Example: Hybrid Cars = Better gas mileage
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FEATURE AND BENEFITSERVICE PRODUCT
Example: Sports Spa/Gym Features: Massages,
Yoga Classes, Weight lifting classes
Benefits: Better health, fewer injuries, better performance
Example: Golf Clubs Features: Loft,
weight, graphite vs. steel, woods vs. irons
Benefits: Control, durability, backspin, low score
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FEATURE-BENEFIT CHART
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FEATURE-BENEFIT CHART EXAMPLE Product Features
160GB internal hard driveProvides storage for games, movies, music, photos and other media. Blu-ray Disc playerDelivers the ultimate high-definition movie and gaming experience. Built-in Wi-FiMakes it easy to connect to the Internet for additional entertainment options. HD streamingLets you enjoy thousands of movies, sports and TV shows in high-definition streamed instantly to your PlayStation 3 system with CinemaNow, Netflix, Hulu Plus, Vudu, NHL GameCenter and MLB.TV (requires subscriptions, not included). 3D gamingImmerses you in the game with stereoscopic 3D (3DTV required, not included).
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DESCRIBE HOW TO PREPARE A FEATURE-BENEFIT CHART FOR A PRODUCT
1) Identify each feature2) Align each feature with benefit(s)Feature Benefit
160GB internal hard drive Provides storage for games, movies, music, photos and other media.
Blu-ray Disc player Delivers the ultimate high-definition movie and gaming experience.
Built-in Wi-Fi Makes it easy to connect to the Internet for additional entertainment options.
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PREPARE A FEATURE-BENEFIT CHART FOR A PRODUCT
Feature Benefit
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IDENTIFY SOURCES OF FEATURE/BENEFIT INFORMATION
Consumer Reports Company Websites Angie’s List Blogs Government Websites (ie: FDA) Social Media Twitter
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EXPLAIN THE IMPORTANCE OF UNDERSTANDING WHY PEOPLE PARTICIPATE IN/ATTEND SPORTS/EVENTS
Target marketing – help to key on your customers
Assist in market(ing) planning – where to market
Economic analysis Health
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DESCRIBE TECHNIQUES FOR IDENTIFYING SPORT/EVENT MOTIVATORS
Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions
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SPORT/EVENT MOTIVATORS TO SELL PRODUCTS
Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage