1.

05
Product Knowledge
 Motivation to Attend Events

Cultural Norms/Values
Popular Athletes
Significant Others
 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 customers 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