Creating a Customer Value Proposition and Positioning - Quiz

1. Customer intimacy emphasizes

Tailoring offerings to individual customer needs

Low-cost standardization

Supply chain optimization

Volume selling

2. Repositioning may involve

Reducing features

Eliminating distribution

Changing the target market or altering brand associations

Cutting quality

3. A value proposition is best defined as

A product’s physical characteristics

The total production cost of a product

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

A brand’s advertising slogan

4. An example of an emotional benefit is

The sense of pride from using a luxury watch

Extended warranty coverage

Lower electricity cost

Extra storage capacity

5. Competitive points of parity ensure

The brand avoids direct competition

The brand dominates all markets

The brand neutralizes competitors’ advantages

The brand raises price

6. A winning value proposition balances

Cost, supply, and distribution

Company strengths, customer needs, and competitor offerings

Market share and revenue

Promotion, price, and place

7. Functional positioning focuses on

Creating excitement

Inspiring dreams

Solving practical consumer problems

Building emotional bonds

8. A perceptual map helps marketers

See how customers perceive competing brands

Define supply routes

Plan financial budgets

Manage product inventory

9. Points of parity (POPs) ensure that

The brand stands out as entirely unique

The company avoids competition

The brand ignores category expectations

Customers see the brand as credible within the category

10. The frame of reference in positioning identifies

The pricing level

The customer’s lifetime value

The supply chain structure

The category or context in which the brand competes

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