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1.05 Features and Benefits of Sport and Event products and services

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. What do you see?. What do you see?.

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1.05 Features and Benefits of Sport and Event products and services

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  1. 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

  2. What do you see?

  3. What do you see?

  4. Providing product features to satisfy consumers by offering them abenefit they need or want Feature Benefit Selling

  5. 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

  6. 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 Define and Identify: Obvious Benefits and Unique Benefits

  7. Hidden Benefits: Implied but not obvious • Example: Hybrid Cars = Better gas mileage Define and Identify: Hidden Benefits &Feature Benefit Selling

  8. Service 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 Feature and Benefit

  9. Feature-Benefit Chart

  10. 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).

  11. Identify each feature Align each feature with benefit(s) Describe how to prepare a feature-benefit chart for a product

  12. Prepare a feature-benefit chart for a product

  13. Consumer Reports Company Websites Angie’s List Blogs Government Websites (ie: FDA) Social Media Twitter Identify sources of feature/benefit information

  14. Target marketing – help to key on your customers • Assist in market(ing) planning – where to market • Economic analysis • Health Explain the importance of understanding why people participate in/attend sports/events

  15. Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions Describe techniques for identifying sport/event motivators

  16. Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage sport/event motivators to sell products

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