In marketing, what does the term "features and benefits" refer to?

The term "features and benefits" in marketing fundamentally relates to the characteristics of a product or service (features) and the positive outcomes or value these characteristics deliver to customers (benefits). Understanding this distinction is crucial for marketers, as it shapes how they communicate the value proposition of their offerings.

Features are the attributes or specifications of a product, such as size, color, functionalities, and materials used. Benefits translate these features into tangible value for the consumer. For instance, a smartphone’s camera being 12 megapixels (feature) may lead to benefits such as capturing clearer, more vibrant photos, which are significant to a customer’s experience and satisfaction.

By effectively pairing features with their corresponding benefits, marketers can create compelling messages that resonate with their target audience, influencing purchasing decisions. Focusing on benefits often leads to a more meaningful connection with customers, as they relate to the practical implications of those features in their lives.