4/21/2021 Value Proposition
Companies address their customers through their value proposition, which is the totalityof the benefits offered to satisfy customer needs and wants. The product or service willonly be successful if it delivers value and satisfies the target customer. In other words, thevalue proposition is more than just the core positioning of the product or service; itrepresents the whole set of benefits that a company promises to deliver. Accordingly,astute product or service positioning will result in a successful customer-focused valueproposition (i.e., a clear reason why the target customers should buy the offering) (Kotler& Keller, 2015).
Kotler, P. & Keller, K. L. (2015).
(15th ed.). Upper Saddle River, NJ:Pearson.
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