Creating a Customer Value Proposition and Positioning - Quiz

1. The frame of reference in positioning identifies

The pricing level

The supply chain structure

The customer’s lifetime value

The category or context in which the brand competes

2. Competitive points of parity ensure

The brand neutralizes competitors’ advantages

The brand avoids direct competition

The brand dominates all markets

The brand raises price

3. Functional positioning focuses on

Building emotional bonds

Solving practical consumer problems

Inspiring dreams

Creating excitement

4. A positioning statement is used to

Replace advertising slogans

Internally guide marketing and communication decisions

Describe manufacturing goals

Inform government regulators

5. Repositioning may involve

Cutting quality

Changing the target market or altering brand associations

Eliminating distribution

Reducing features

6. Perceived value is

The company’s profit margin

The difference between total customer benefits and total customer costs

The actual cost of production

The discount offered

7. Customer perceived value (CPV) represents

The total price paid

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

The production margin

The brand’s logo value

8. A value proposition is best defined as

A brand’s advertising slogan

The total production cost of a product

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

A product’s physical characteristics

9. A value map is a visual representation of

Production cost and logistics

The relationship between customer value and price among competitors

Advertising expenditure

Employee performance

10. A perceptual map helps marketers

Plan financial budgets

Define supply routes

Manage product inventory

See how customers perceive competing brands

Question 1 of 10