Identify the benefits and purpose; you have to identify the purpose and then the fits of your products; usually marketers must uncover the needs hiding under every product and sell benefits and not features; it answers the question, “what is the buyer really buying?” – meaning their purpose or benefits do they get in your product (i.e., Bioflu: being promoted in a way of portraying the benefit of a product, usage; Tempra or Biogesic: purpose is for fever)