A business$-$to$-$business $($B$2$B$)$ positioning strategy can sometimes be less profitable than business$-$to$-$consumer $($B$2$C$)$ positioning. When targeting industrial users with its power tools, for example, Black and Decker may have to offer profit$-$reducing volume discounts, costly product service support, replacement guarantees, and so on$,$ when selling to businesses. Analyzing these profitability implications enables the company to choose value claims that are:

feasible.

faithful.

reasonable.

favorable.

deliverable.