Vocabulary【Elements of Comparison】
There are so many similar products in the market.
It can be hard to know what to buy.
Before you buy a product, here are some factors to consider.
product features
A product's features include its appearance, parts, or capabilities.
They usually improve a product's performance.
They also provide benefit to a product's customers.
For example, a feature of a watch can be it's waterproof.
What features do you look for when choosing a car?
I want a car with more than five seats.
Can you introduce the main features of this watch?
It records your heart rate when you're wearing it.
price
Price is a major factor that affects people's buying decision.
Besides the purchase price of a product, you may also need to consider its hidden costs.
For example, the hidden costs of buying a car include parking fees and cost of maintenance.
How much is it? It doesn't have a price on it.
It's 89 dollars.
Sorry sir, this is the lowest price we can give you.
It's still too expensive.
I won't buy it unless it's the right price.
warranty
Under a warranty, a company will replace a broken product within a specific time frame.
A good warranty will last for a year or even longer.
Some companies even have lifetime warranty on their products.
I bought this laptop two years ago. Is it still under warranty?
Yes, it has a three-year warranty.
What kind of warranty does this television come with?
It comes with a two-year warranty.
product reputation
You may want to consider the soft aspects of a product, such as its reputation.
A product's reputation reflects how it is viewed by customers.
You can compare products' reputations by looking at customer reviews.
The product has a good reputation for its quality.
Their product has a higher reputation than their competitors'.
brand association
Another important soft aspect is a product's brand association.
Customers often associate a product with a logo, an idea or a celebrity.
For example, one of the strongest Nike brand associations is "Just do it."
Nike is often associated with the spirit of never giving up.
Question
- Under a warranty, a customers can
> repair or replace a broken product - Why should you analyze products features in a product comparison?
> They might improve product performance. - What is an example of hidden cost?
> maintenance cost - What can build a positive brand association?
> having celebrities promote a product - How can you compare the reputations of different products?
> look at customer reviews - What can help reduce maintenance cot?
> a lifetime warranty
