PRODUCTS and SERVICES, FEATURES

AND BENEFITS

A product is anything that can be offered to a customer that might satisfy a want or need (Kotler et al., 2006).

PRODUCT

A service is a non-material or intangible product - such as professional consultancy, waitressing, or an entertainment experience.

SERVICE

A feature is a characteristic of a product that offers a benefit to the customer.  In most cases, the most important features are those associated with the consumable product since they are the main reason a customer makes a purchase.

FEATURE

Froth is

a feature of a

cappuccino.

A benefit is what the customer perceives they receive when they use the product. Though these may be difficult to measure and may vary by user. Benefits such as effectiveness, durability, speed, ease-of-use, and cost savings to name just few.

BENEFIT

Benefit of eating in

a restaurant – nice

environment/good

food/clean area.

BIRTHDAY PACKAGE:

Feature: Benefit:

One night’s luxury accommodation A luxury room instead of a standard room

Complimentary bottle of champagne

For people that enjoy a fine wine

Optional Aromatic massage For those who want to de-stress and relax

Three course dinner Food provided in a luxury restaurant

Free admission to nightclub or movie

EXAMPLE FEATURE AND BENEFIT

Features/Facilities of the Novawarra:

Features/Facilities of Ibis Hotel

Air conditioningNon smoking rooms available24 hour room serviceBeach frontageairport transfers13 Conference roomsSwimming pool, spa and saunaGymnasiumBuffet/A la carte restaurantBars*Disabled facilities availableBusiness centre and internet kioskDolfi Kids ClubSpa baths availableUndercover parkingBoutiqueDay spa/beautician

Air conditioningSmoke free / non-smoking floors24 hr Front deskTour deskCurrency exchangeOnsite parkingSafeBusiness facilitiesDry cleaning / laundryInternetSmoke free / non-smoking floorsCots / extra bedsChild mindingRestaurantDisabled facilitiesIroningKids Club

Romantic Weekend at Novawarra:

Escape – Romance package at Marriott Hotel:

One night’s luxury accommodation with turn down serviceComplimentary chocolates and champagneRomantic dinner for two in your roomComplimentary breakfast for twoLate checkout time of 2.00 pmALL FOR $125.00

Breakfast for twoChampagne, chocolate-covered strawberriesExtras – free parking / late checkoutPRICE NOT GIVEN ON WEBSITE

Features of one of our products against a similar product of a

competitor:

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