But a couple of things held me up at the beginning. One was not having command of the terminology.
The instructions seem easy enough:
Step 2:
FTP all of the files and folders inside the catalog folder. Copy the directory structure that came with this archive, as it is. ALl files are new, none of your existing files will be overwritten.
What catalog folder?
It turns out that catalog refers to the upload folder within the Featured_Products_Phoenix_v3.0 folder that is extracted from the module zip file.
Once that became clear to me I also understood the directory structure mentioned in Step 2:
The upload folder (or catalog) represents the folder created when Phoenix is installed on a server. That folder has sub folders, which may have sub folders, etc. Likewise the upload (catalog) folder.
This is all clear to me now that I've done it.