In the early 1980s I heard that a customer always buys the benefit of a product. That made me interested, and I wanted to learn what a customer benefits is. With this knowledge I could probably improve my skills as a salesman and achieve better results. But there was also another interesting question that this matter raised. How many benefits are there? Thousands, hundreds, tens, or less? I started to look for the answers in the literature. After looking through numerous marketing books and articles, I recognized that customer benefit is one of the main concepts. Nevertheless, I could not...