Creating a Customer Value Proposition and Positioning - Quiz

1. A perceptual map helps marketers

See how customers perceive competing brands

Define supply routes

Manage product inventory

Plan financial budgets

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

Reducing costs

Setting distribution margins

Understanding customer needs and pain points

Designing a logo

3. Perceived value is

The company’s profit margin

The discount offered

The actual cost of production

The difference between total customer benefits and total customer costs

4. An example of a functional benefit in positioning is

“We inspire your creativity.”

“Our brand makes you feel confident.”

“We care for the environment.”

“Our detergent cleans clothes whiter and faster.”

5. Points of difference (PODs) must be

Cheap and common

Temporary and arbitrary

Desirable, deliverable, and differentiating

Price-based only

6. Service differentiation includes

Product color

Employee wages

Distribution length

Delivery speed, installation, training, customer care

7. Competitive points of parity ensure

The brand raises price

The brand avoids direct competition

The brand neutralizes competitors’ advantages

The brand dominates all markets

8. A positioning statement is used to

Internally guide marketing and communication decisions

Describe manufacturing goals

Replace advertising slogans

Inform government regulators

9. A value proposition is best defined as

A product’s physical characteristics

The set of benefits or values a company promises to deliver to customers

A brand’s advertising slogan

The total production cost of a product

10. A value map is a visual representation of

Employee performance

Production cost and logistics

Advertising expenditure

The relationship between customer value and price among competitors

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