Posted in Marketing and Strategy Terms, Total Reads: 649

Definition: Feature

A feature is a distinctive characteristic about product or service. Features are what describe the product.

For example, large screen size, HD camera, long battery life are some of the features of mobile phone.

Any factual statement about product or service is a feature. Each feature has a benefit associated with it. It is very important for a marketer to communicate that benefit to the end consumer. Customer is only concerned with the benefit it can get from particular feature.

Features and benefits are integral part of any successful sell process. A successful sales person talks about the features and sells benefits.

Let’s look at few examples:

Feature: Mobile phone having high resolution camera

Benefit: Can click high quality pictures

Feature: 24x7 open grocery-store

Benefit: customer can walk at any time to avail the service


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