Marketing Essentials

Chapter 12: Preparing for the Sale

Figures Online Action

Figure 12.1

Feature-Benefit Chart
Consider an MP3 player you would like to own, or the one that you do own. Think about all its features and what you like about them.

Activity
Develop a feature-benefit chart for a new portable MP3 player. Use the following features in your chart: reduced physical size, increased hard drive size, improved shock absorption, FM tuner, voice recorder, color LCD or touch screen.

Figure 12.2

Tools for Generating Leads
Imagine a new, small company is trying to market and sell an MP3 player with unusual features. It is a great product and the company has a marketing plan that involves advertising. It also has a small sales department, but it needs to generate more and better sales leads.

Activity
What are some ways companies generate leads for their salespeople? Can you think of any examples of lead-generation tools in your community?