the johnson agency 1 what do customers buy? defining features, advantages & benefits
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![Page 1: THE JOHNSON AGENCY 1 What Do Customers Buy? Defining Features, Advantages & Benefits](https://reader030.vdocuments.us/reader030/viewer/2022032704/56649d7e5503460f94a60a4b/html5/thumbnails/1.jpg)
THE JOHNSON AGENCY THE JOHNSON AGENCY 11
What Do Customers Buy?
Defining Features, Advantages & Benefits
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THE JOHNSON AGENCY THE JOHNSON AGENCY 22
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R Are Customers Are Customers
RationalRational?
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THE JOHNSON AGENCY THE JOHNSON AGENCY 33
How Rational is Absolut ?
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R
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THE JOHNSON AGENCY THE JOHNSON AGENCY 44
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R You either You either have ithave it
or you don’tor you don’t
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THE JOHNSON AGENCY THE JOHNSON AGENCY 55
FEATUREFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SWOW IT HAS 4 WHEELS!
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THE JOHNSON AGENCY THE JOHNSON AGENCY 66
ADVANTAGEFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SDISTINCTIVE
DESIGNwhich means?
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THE JOHNSON AGENCY THE JOHNSON AGENCY 77
BENEFITBENEFITFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SHI!
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THE JOHNSON AGENCY THE JOHNSON AGENCY 88
FEATUREFEATURE
DESCRIBES DESCRIBES CHARACTERISTICS CHARACTERISTICS
OF A PRODUCT OF A PRODUCT
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
FEATURES ARE NOT FEATURES ARE NOT
PERSUASIVEPERSUASIVE
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THE JOHNSON AGENCY THE JOHNSON AGENCY 99
EXPLAINS HOW A EXPLAINS HOW A PRODUCT CAN BE PRODUCT CAN BE
USED OR HELPUSED OR HELPFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SADVANTAGEADVANTAGE
MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1010
SOURCE OF SOURCE OF COMPANY’S COMPANY’S
COMPETITIVE COMPETITIVE POSITION IN MARKET POSITION IN MARKET
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S REASON TOREASON TOBUY FROM BUY FROM
YOUYOU
ADVANTAGEADVANTAGE
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1111
EXPLAINS HOW A EXPLAINS HOW A FEATUREFEATURE MEETS MEETS THE CUSTOMERS THE CUSTOMERS
NEEDNEED
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1212
OUR TOWELS OUR TOWELS ARE BIG AND ARE BIG AND
SOFT SOFT FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
SO WHAT!SO WHAT!
FEATUREFEATURE
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1313
Our “exclusive’ Pima Our “exclusive’ Pima cotton dries you cotton dries you
faster”faster”FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SADVANTAGEADVANTAGE
MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1414
FEEL DRY FEEL DRY FASTERFASTER
PLUSPLUS
SOFT SKINSOFT SKIN
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1515
WE HAVE WE HAVE 2,000 field 2,000 field
service engineersservice engineersFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
SO WHAT!SO WHAT!
FEATUREFEATURE
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1616
LARGE SALES LARGE SALES FORCE ENABLES FORCE ENABLES
US TO FIX WITHIN US TO FIX WITHIN 12 HOURS12 HOURS
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
ADVANTAGEADVANTAGE
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1717
WITH OUR WITH OUR WORKFORCE YOU WORKFORCE YOU
HAVE LESS HAVE LESS DOWNTIMEDOWNTIME
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
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SEGMENTATION
MARKET MAPPING
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THE JOHNSON AGENCY THE JOHNSON AGENCY 1919
Thank Thank You!You!