Creating a Customer Value Proposition and Positioning - Quiz

1. The concept of positioning refers to

The place a brand occupies in the minds of target customers

The pricing model used

The geographic distribution of stores

The physical arrangement on shelves

2. Service differentiation includes

Delivery speed, installation, training, customer care

Employee wages

Product color

Distribution length

3. Points of parity (POPs) ensure that

The brand stands out as entirely unique

Customers see the brand as credible within the category

The brand ignores category expectations

The company avoids competition

4. An example of an emotional benefit is

Extended warranty coverage

The sense of pride from using a luxury watch

Extra storage capacity

Lower electricity cost

5. The frame of reference in positioning identifies

The customer’s lifetime value

The supply chain structure

The category or context in which the brand competes

The pricing level

6. Customer perceived value (CPV) represents

The customer’s evaluation of the difference between perceived benefits and costs

The total price paid

The brand’s logo value

The production margin

7. Functional positioning focuses on

Building emotional bonds

Creating excitement

Inspiring dreams

Solving practical consumer problems

8. A positioning statement is used to

Replace advertising slogans

Internally guide marketing and communication decisions

Describe manufacturing goals

Inform government regulators

9. When developing a value proposition, marketers must focus first on

Designing a logo

Setting distribution margins

Understanding customer needs and pain points

Reducing costs

10. An example of a functional benefit in positioning is

“We inspire your creativity.”

“Our brand makes you feel confident.”

“Our detergent cleans clothes whiter and faster.”

“We care for the environment.”

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