Week 10: What are the Benefits vs. the Features?

The features that Ataco offers are delicious looking and tasting tacos.  While eating you will enjoy great music from all over Latin America.  Other features include a nice shade under a tent.  "Features are a competitive tool for differentiating the company’s product from competitors’ products" (Marketing: An Introduction, 10th Edition.  Armstrong 214).  "Features Tell, but Benefits Sell" (http://www.helpscout.net/blog/benefits-sell/).  The features at Ataco is telling the people that if you are hungry and bored, you are going to have a blast with Ataco.  These are all general features that Ataco has to offer to the public.  The benefits are a different story of the same book.  It is what makes people want to go to Ataco.

The benefit is that people will feel at home.  Whether people feel at home at home or in their country of origin Ataco offers that benefit to the consumers.  Also, there is a dance floor for people to dance.  This is another benefit for single young people.  Another benefit would be delicious tacos that are not overly priced.  This benefit will make everyone's stomachs full. "If the product falls short of expectations, the consumer is disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is delighted" (Marketing: An Introduction, 10th Edition.  Armstrong 153).  The benefits are super important to the consumer.  It will let the consumer know if the benefits were worth going to Ataco.  "Customer satisfaction is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value" (Marketing: An Introduction, 10th Edition.  Armstrong 154).