Creating a Customer Value Proposition and Positioning - Quiz

1. Competitive points of parity ensure

The brand neutralizes competitors’ advantages

The brand dominates all markets

The brand avoids direct competition

The brand raises price

2. The concept of positioning refers to

The place a brand occupies in the minds of target customers

The geographic distribution of stores

The physical arrangement on shelves

The pricing model used

3. Points of parity (POPs) ensure that

Customers see the brand as credible within the category

The brand ignores category expectations

The company avoids competition

The brand stands out as entirely unique

4. Perceived value is

The discount offered

The actual cost of production

The difference between total customer benefits and total customer costs

The company’s profit margin

5. The frame of reference in positioning identifies

The category or context in which the brand competes

The pricing level

The customer’s lifetime value

The supply chain structure

6. Service differentiation includes

Delivery speed, installation, training, customer care

Distribution length

Employee wages

Product color

7. A winning value proposition balances

Promotion, price, and place

Company strengths, customer needs, and competitor offerings

Market share and revenue

Cost, supply, and distribution

8. An example of a functional benefit in positioning is

“We care for the environment.”

“Our detergent cleans clothes whiter and faster.”

“We inspire your creativity.”

“Our brand makes you feel confident.”

9. The foundation of a strong value proposition and positioning strategy is

Understanding customer needs and delivering superior perceived value

Increasing advertising only

Reducing innovation

Cutting prices

10. Customer perceived value (CPV) represents

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

The production margin

The total price paid

The brand’s logo value

Question 1 of 10