What Do Customers Buy

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What Do Customers Buy?

• Defining Features, Advantages Benefits

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• Are Customers Rational?

CUSTOMER BEHAVIOUR
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• How Rational is Absolut ?

CUSTOMER BEHAVIOUR
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You either have it or you dont
CUSTOMER BEHAVIOUR
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WOW IT HAS 4 WHEELS!

• FEATURE

FEATURES AND BENEFITS
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DISTINCTIVE DESIGN which means?

• ADVANTAGE

FEATURES AND BENEFITS
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HI!

• BENEFIT

FEATURES AND BENEFITS
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FEATURE
FEATURES ARE NOT PERSUASIVE
FEATURES AND BENEFITS
DESCRIBES CHARACTERISTICS OF A PRODUCT
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MUST BE INERESTED OR NEED IT
ADVANTAGE
FEATURES AND BENEFITS
EXPLAINS HOW A PRODUCT CAN BE USED OR HELP
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ADVANTAGE
REASON TO BUY FROM YOU
FEATURES AND BENEFITS
SOURCE OF COMPANYS COMPETITIVE POSITION IN
MARKET
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A SOLUTION TO WHAT THEY WANT
BENEFITS
FEATURES AND BENEFITS
EXPLAINS HOW A FEATURE MEETS THE CUSTOMERS NEED
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FEATURE
SO WHAT!
FEATURES AND BENEFITS
OUR TOWELS ARE BIG AND SOFT
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ADVANTAGE
MUST BE INERESTED OR NEED IT
FEATURES AND BENEFITS
Our exclusive Pima cotton dries you faster
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BENEFITS
A SOLUTION TO WHAT THEY WANT
FEATURES AND BENEFITS
FEEL DRY FASTER PLUS SOFT SKIN
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FEATURE
SO WHAT!
FEATURES AND BENEFITS
WE HAVE 2,000 field service engineers
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ADVANTAGE
MUST BE INERESTED OR NEED IT
FEATURES AND BENEFITS
LARGE SALES FORCE ENABLES US TO FIX WITHIN 12
HOURS
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A SOLUTION TO WHAT THEY WANT
BENEFITS
FEATURES AND BENEFITS
WITH OUR WORKFORCE YOU HAVE LESS DOWNTIME
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SEGMENTATION

• MARKET MAPPING

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• Thank You!