1. 1.05
Product Knowledge

2. Motivation to Attend Events
• Cultural Norms/Values
• Popular Athletes
• Significant Others

3. Other Reasons to Attend Events
• Low ticket values
• High scoring event
• Media coverage
• Unpredictability = entertainment

4. 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

5. Sources of Feature/Benefit Info

Sales people

Product literature

Consumer review web sites

Internet discussion boards

6. Obvious benefit

Immediately apparent to consumer

7. Unique benefit

Sets product apart from competition

8. Hidden benefit

Not immediately apparent to producer and/or
consumer

9. Feature-benefit chart for a product
Feature Benefit

10. Telephone Orders
•Introduce yourself
•Offer specials
•Write down the order
•Thank the customer