Marketing Management, 16th Edition

Developing a Value Proposition and Positioning

A key aspect of marketing strategy is developing a value proposition and positioning a company’s offering to target customers. A company discovers different needs and groups of consumers in the marketplace, targets those it can satisfy in a superior way, and then develops a value proposition and positions its offerings so the target customers recognize the distinctive benefits of its offerings. By clearly articulating its value proposition and positioning, companies can deliver high customer value and satisfaction, which lead to high repeat purchases and ultimately to greater company profitability.

Developing a Value Proposition

How do customers ultimately make choices? They tend to be value maximizers, ...