Creating a Customer Value Proposition and Positioning - Quiz

1. A value map is a visual representation of

Production cost and logistics

Employee performance

Advertising expenditure

The relationship between customer value and price among competitors

2. An example of a functional benefit in positioning is

“Our detergent cleans clothes whiter and faster.”

“We inspire your creativity.”

“We care for the environment.”

“Our brand makes you feel confident.”

3. Functional positioning focuses on

Solving practical consumer problems

Building emotional bonds

Creating excitement

Inspiring dreams

4. The concept of positioning refers to

The place a brand occupies in the minds of target customers

The pricing model used

The geographic distribution of stores

The physical arrangement on shelves

5. An example of an emotional benefit is

Lower electricity cost

Extra storage capacity

The sense of pride from using a luxury watch

Extended warranty coverage

6. A value proposition is best defined as

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

A product’s physical characteristics

A brand’s advertising slogan

The total production cost of a product

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

Reducing costs

Designing a logo

Setting distribution margins

Understanding customer needs and pain points

8. Service differentiation includes

Product color

Employee wages

Delivery speed, installation, training, customer care

Distribution length

9. A positioning statement is used to

Replace advertising slogans

Internally guide marketing and communication decisions

Inform government regulators

Describe manufacturing goals

10. Points of difference (PODs) must be

Price-based only

Temporary and arbitrary

Desirable, deliverable, and differentiating

Cheap and common

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