Report

3/26/2020 Value Proposition

https://leocontent.umgc.edu/content/umuc/tgs/mba/mba640/2202/learning-topic-list/value-proposition.html?ou=447146 1/1

Value Proposition

Companies address their customers through their value proposition, which is the

totality of the benefits offered to satisfy customer needs and wants. The product

or service will only be successful if it delivers value and satisfies the target

customer. In other words, the value proposition is more than just the core

positioning of the product or service; it represents the whole set of benefits that

a company promises to deliver. Accordingly, astute product or service positioning

will result in a successful customer-focused value proposition (i.e., a clear reason

why the target customers should buy the offering) (Kotler & Keller, 2015).

References

Kotler, P. & Keller, K. L. (2015). Marketing management (15th ed.). Upper Saddle

River, NJ: Pearson.

Resources

Value Proposition (http://ezproxy.umuc.edu/login?

url=http://search.ebscohost.com.ezproxy.umuc.edu/login.aspx?

direct=true&db=ers&AN=90558491&site=eds-live&scope=site)

Strategic Planning (/content/umuc/tgs/mba/mba640/2202/learning-

resourcelist/strategic-planning.html?ou=447146)

© 2020 University of Maryland Global Campus

All links to external sites were verified at the time of publication. UMGC is not responsible for the validity or

integrity of information located at external sites.

Learning Topic