Why should businesses try to sell benefits rather than products?
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Why should businesses try to sell benefits rather than products?
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Write a formal academic essay to answer the following question:
Why should businesses try to sell benefits rather than products?
You can refer to any source materials but you must include a complete bibliography at the end of the essay. You should write about 500 words. Remember that your essay must have an introduction, a body and a conclusion.
You can use the following writing frame if you wish. Use the questions as guidance for the content of the essay.
Paragraph 1 – Introduction
What do marketers try to do? What is a fundamental principle for marketers? What is the purpose of the essay?
Paragraph 2
Why do consumers buy products? Give at least three examples.
Paragraph 3
What kind of benefits do consumers look for when they buy products? Give at least three examples.
Paragraph 4
What does ‘customer-orientated’ mean? Should businesses be ‘competitor-orientated’ as well as ‘customer-orientated’? Why?
Paragraph 5
What will happen if a business is not ‘customer-orientated’? What is ‘marketing myopia’?
Paragraph 6 – Conclusion
Define ‘benefit’ in a marketing context and summarise its importance.
