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...
Principles of Marketing Online and Instructor Bio

Principles of Marketing Online and Instructor Bio

If I ever had any visions of being a television anchor or personality, producing these short videos have made me realize that I made the correct career choice as a teacher. Even though I speak in front of groups of students nearly every day, this experience is much different. The lack of two-way interaction and the pressure to make these perfect have led to several, I mean SEVERAL, takes. I plan to produce 20-30 mini lessons this semester, so I hope this gets easier and I get better. However, I definitely have a new respect for the “talking-heads” on television. Principles of Marketing Online (Course Info.)   Prenzlow...
What is the Difference Between Needs and Wants in Marketing?

What is the Difference Between Needs and Wants in Marketing?

For the last 10 years I have primarily taught within the marketing program at North Hennepin Community College. Each semester at least one, but usually two, of my five classes have been taught completely online. Even in the beginning I felt that my classes were well-organized, interactive, and created a synergistic learning experience for my students. However, I have always found it difficult to completely replicate the energy I provide in the classroom in a virtual learning environment. Over the last several years I have recorded the audio of all of my in-class lectures over PowerPoint using Adobe Presenter. Even though I received positive feedback from students about these presentations, the lack of non-verbal communication made these presentations relatively flat. Earlier this semester we learned that instructors would need to transition from Adobe Presenter to another mode of delivery, so I am taking this opportunity to go in a much different direction. I will be creating mini YouTube marketing lectures that are not based on specific chapters, but areas that I have found students find difficult to understand without additional clarification. I do not plan to lock these videos down or make them private, so I realize I’m opening myself up to much broader public dialogue and/or criticism. However, this is now the world we live in and this process aligns directly with the content I teach. I plan to document the ups and downs of this process here. Here’s my first attempt at creating a mini marketing lesson on the difference between needs and wants in marketing. I felt this would be a relatively straight-forward area in which to begin. However, even this short presentation required quite...

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