Project 1: Researching Consumer Buying Behavior

Learning Topic

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.

Value Proposition

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