Sports Marketing 1.05 – Features & Benefits/Attendance Motivation

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Feature
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describes an actual part of a product or service
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Benefit
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how a product or service will directly offer a user a solution or positive result
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Obvious Benefits
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easy to recognize benefits. Example: alloy rims vs factory grade implies status and luxery.
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Unique Benefits
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specific to the product or service. Example: hands free voice dialing
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Hidden Benefits
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implied benefits but not obvious. Example: NASCAR provides research for innovation in automobiles and tires.
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Feature-Benefit Selling
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providing product features to satisfy customers offering them a benefit they need or want
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Feature-Benefit Chart
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Graphic that compares the features and benefits of several products/services in a chart form.
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Service Feature (examples)
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Examples: Sports Spa/Gym – massages, Yoga classes, weightlifting classes
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Service Benefit (examples)
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Examples: Sports Spa/Gym – better health, fewer injuries, better performance
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Product Feature (examples)
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Examples: Golf Clubs – loft, weight, graphite vs steel, woods vs irons.
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Product Benefit (examples)
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Examples: Golf Clubs – control, durability, backspin, low score
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Target Market
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a specific group of customers that you want to reach
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Survey
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research method in which information is obtained by asking many individuals a fixed set of questions
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Social Media
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electronic media that allows people with similar interests to participate in a social network
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Blogs
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Online journals where people post their thoughts, usually on a narrowly defined topic
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Face to face
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in person; in a situation where two people can see each other and speak to each other directly; not over the phone or by email
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Blind sampling
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sampling of a product while blindfolded so as not to bias the outcome
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Focus groups
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small groups of people who are interviewed, typically to provide advertising or public relations professionals with detailed information
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Promotions
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short-term incentives to encourage trial or usage of a product or service
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Samples
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a promotional program that allows the consumer the opportunity to try a product or service for free
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Discounts
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temporary price reductions, often employed to boost sales
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Testimonials
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the use of satisfied customers and celebrities to endorse a product in advertising
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Endorsements
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usually a paid for recommendation regarding the use or quality of a good or service
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Exclusive
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not shared with others
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Prestige
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Recognition or respect from others
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Patronage
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be a regular customer or client of; brand loyalty

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