Creating a Customer Value Proposition and Positioning - Quiz

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

Increasing advertising only

Understanding customer needs and delivering superior perceived value

Reducing innovation

Cutting prices

2. A value map is a visual representation of

Employee performance

The relationship between customer value and price among competitors

Advertising expenditure

Production cost and logistics

3. Functional positioning focuses on

Solving practical consumer problems

Building emotional bonds

Creating excitement

Inspiring dreams

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

Designing a logo

Understanding customer needs and pain points

Setting distribution margins

Reducing costs

5. Service differentiation includes

Employee wages

Distribution length

Delivery speed, installation, training, customer care

Product color

6. Points of difference (PODs) must be

Temporary and arbitrary

Desirable, deliverable, and differentiating

Price-based only

Cheap and common

7. 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.”

8. Repositioning may involve

Cutting quality

Reducing features

Eliminating distribution

Changing the target market or altering brand associations

9. Points of parity (POPs) ensure that

The brand stands out as entirely unique

The brand ignores category expectations

The company avoids competition

Customers see the brand as credible within the category

10. Customer perceived value (CPV) represents

The production margin

The total price paid

The brand’s logo value

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

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