Creating a Customer Value Proposition and Positioning - Quiz

1. A positioning statement is used to

Internally guide marketing and communication decisions

Describe manufacturing goals

Replace advertising slogans

Inform government regulators

2. The concept of positioning refers to

The physical arrangement on shelves

The geographic distribution of stores

The pricing model used

The place a brand occupies in the minds of target customers

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. Points of difference (PODs) must be

Temporary and arbitrary

Desirable, deliverable, and differentiating

Price-based only

Cheap and common

5. A perceptual map helps marketers

Plan financial budgets

Manage product inventory

Define supply routes

See how customers perceive competing brands

6. The frame of reference in positioning identifies

The pricing level

The category or context in which the brand competes

The customer’s lifetime value

The supply chain structure

7. Points of parity (POPs) ensure that

The brand ignores category expectations

Customers see the brand as credible within the category

The brand stands out as entirely unique

The company avoids competition

8. Competitive points of parity ensure

The brand avoids direct competition

The brand neutralizes competitors’ advantages

The brand dominates all markets

The brand raises price

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

Reducing costs

Understanding customer needs and pain points

Setting distribution margins

Designing a logo

10. A winning value proposition balances

Cost, supply, and distribution

Market share and revenue

Promotion, price, and place

Company strengths, customer needs, and competitor offerings

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