8. ___________________ must be communicated effectively and delivered on. It stands for summarizing the company or the brand positioning.

a) Value proposition

b) Positioning statement

c) Branding statement

d) Competitive statement

9. This level of product and service answers what is the consumer really buying. It looks to understand what the consumer is ultimately seeking.

a) Core customer value

b) Transforming the core benefit into a product

c) Building an augmented product around the core benefit

d) None of the above