Features, Advantages, and Benefits. Why do we care about FABS?

Features, Advantages, and Benefits. Why do we care about FABS?

On the first day or evening of one of my seated sections of Principles of Marketing I typically bring up and discuss the concept of Features, Advantages, and Benefits (FABS) while introducing the concept of the marketing mix. I have always felt that it was a straight-forward way to get students to begin thinking about products as more than just a bundle of features. I always wish I would have had more of this mindset when I began my first job is sales.

However, for how much I have discussed this short topic in class, it took much longer to get it on video than I thought it would. As I watch it back I’m still not 100% happy with it, but there will be plenty of opportunity to make tweaks and adjustments in the future. In addition, I am predicting that forcing myself to create these videos should also have a reciprocal benefit to my face-to-face lectures.

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