Download - Sem i 1.05 armstrong rev
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1.05Product Knowledge
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Motivation to Attend Events
• Cultural Norms/Values• Popular Athletes• Significant Others
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Other Reasons to Attend Events
• Low ticket values• High scoring event• Media coverage• Unpredictability = entertainment
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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
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Sources of Feature/Benefit Info
Sales peopleProduct literatureConsumer review web sitesInternet discussion boards
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Obvious benefit
Immediately apparent to consumer
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Unique benefit
Sets product apart from competition
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Hidden benefit
Not immediately apparent to producer and/or consumer
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Feature-benefit chart for a product
Feature Benefit
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Telephone Orders
•Introduce yourself
•Offer specials
•Write down the order
•Thank the customer