Read the following article. It discusses the critical marketing difference between features and
enefits of a product. https:
www.entrepreneurship.org/articles/2007/01/productservice-features-and-benefits
“Value” - is a very important third way to consider the fundamental issue:
What motivates customers to buy and appreciate your product?
After reading the article, answer the following considering the paint market where noted:
1. In your own words, describe the difference between a feature of a product and the benefit which
a customer gets from a product.
2. Considering paint used by a homeowner:
1. Please describe 4 paint features you have found from looking at paint websites.
2. Please describe three benefits which are delivered by one of, or a combination of the
features you described.
3. Sometimes a feature communicates a benefit. What benefits were communicated by the feature “Fluoride Toothpaste” in Crest Toothpaste advertising in the 1950s. (Example:
https:
www.youtube.com/watch?v=KxmjKdtWljU). Also see: https:
crest.com/en-us/oral-care-tips/toothpaste/history-toothpaste
4. Tech companies too often focus on features and not benefits. Find 2 features which are
emphasized by TV manufacturers (like LG, Samsung, Sony, etc...) which DO NOT
communicate any serious benefit for you. Discuss why that is.
5. Consider value in from painting. Please describe four (4) ways a homeowner finds emotional
value in painting a room or in the finished and repainted room. What features of PAINT are key
to delivering each emotional value?