1. 1.05
Product Knowledge

2. Motivation to Attend Events
Cultural Norms/Values
Popular Athletes
Significant Others
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3. Other Reasons to Attend Events
Low ticket values
High scoring event
Media coverage
Unpredictability = entertainment
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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
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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

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