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Features or Benefits? You Decide. Robert Fulton: “Sir, I have invented a boat that operates under water. Last week I tested it in the Seine and it submerged to a depth of 10 meters and sailed for 2 kilometers at a speed of 3 knots.
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Features or Benefits?You Decide Robert Fulton: “Sir, I have invented a boat that operates under water. Last week I tested it in the Seine and it submerged to a depth of 10 meters and sailed for 2 kilometers at a speed of 3 knots. It is operated by a hand-driven propeller and has a porthole so you can see underwater.” Napolean’s Reaction? “Not interested.”
Features or Benefits?You Decide Robert Fulton: “Sir, do you desire to defeat the British army?” Napolean: “Yes.” Fulton: What is the one obstacle that prevents your invincible French army from smashing the British army on its own soil?” Napolean: Of course, the English Channel.” (And the British navy) Fulton: Suppose I could provide you with a way to move your soldiers across the channel in such a way that the British could not see them until they reached the English coast. Would that be of interest to you?” Napolean: “Sold!!!”
Features vs. Benefits:What Is Really of Interest to the Customer? • Feature – a technical aspect of the product • Materials used • Characteristics of materials • How fast the product works • How much maintenance is required • Size • Shape • Color • Benefit– a definable advantage, improvement or satisfaction that the • customer acquires from a feature
Features 512 MB DDR SD RAM 40 GB HD Intel Pentium 4 1.6 GHz CD-RW / DVD-ROM 14.1” Monitor 5.4 lbs Benefits Easily carry your laptop on business trips. Small enough to use on an airplane. It’s snappy – Get your work done quick! Features vs Benefits
