Customer Value Proposition and Positioning

An offering can create value across these three domains, except..

• Promotion Value

• Functional Value

• Psychological Value

• Monetary Value

Determine whether this definition is True or False!

Customer value is the difference between the prospective customer’s evaluation of all the benefits and costs of an offering and her or his evaluation of the costs and benefits of the perceived alternatives.

• True

• False

These are the steps of Customer Value Analysis, except...

• Identify the relevant attributes and benefits that customers value

• Assess the relative importance of these attributes and benefits

• Assess the company’s and competitors’ performance on the key attributes/benefits

• Monitor customer value over time

• Assess the importance of company's attributes and benefits

Choose the right definition of positioning

• Positioning is the perceived value of the bundle of functional, psychological, and monetary benefits customers expect from a given market offering

• Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

• Positioning is a company’s ability to perform in one or more ways that competitors cannot or will not match.

Please select the correct definition of Points of Difference!

• The products or sets of products with which a brand competes and that function as close substitutes

• Attribute or benefit associations that are not necessarily unique to the brand but may in fact be shared with other brands

• Attributes or benefits that differentiate the company’s offering from the competition

Perceptual maps are visual representations of consumer........

• Perceptions and preferences.

• Perceptions and emotions.

• Preferences and motivations.

• Motivations and perceptions.

These are the Strategies for Creating a Sustainable Competitive Advantage, except..

• Differentiate on an Existing Attribute

• Introduce a New Attribute

• Differentiate on a new attribute

• Build a Strong Brand

This advertising is an example of?

• Positioning as perceptual map

• Positioning as Storytelling

• Positioning as benefit

What is this?

• Segmentation map

• Positioning Map

• Perceptual Map

These are examples of negatively correlated attributes and benefits, except...

• taste versus low price

• low price versus high quality

• taste versus low calories

• powerful versus safe