The $\_\_\_\_\_\_\_\_$ is essentially the total customer benefit minus the total customer cost.

Question $1$ options:

customer net value

positioning

core message

customer value proposition

customer economic value

Question $2(0\mathrm{.}0549$ points$)$

Performance, reliability, durability, compatibility, ease of use, customization, form, style, and packaging are all elements of $\_\_\_\_\_\_\_\_$ value.

Question $2$ options:

monetary

social

functional

psychological

repeatable

Question $3(0\mathrm{.}0549$ points$)$

Why does a positioning need to be somewhat aspirational in nature?

Question $3$ options:

Consumers identify with brands that dare to dream big.

An aspirational positioning can distract from the offering's shortcomings.

Nobody wants to buy a product that is "just good enough."

An aspirational positioning gives the brand room to grow and improve.

Consumers care more about what a brand could be than what it is$.$

Question $4(0\mathrm{.}0549$ points$)$

Unlike the value proposition, which articulates all benefits and costs of the offering, the $\_\_\_\_\_\_\_\_$ zeroes in on the key benefits that will provide consumers with a reason to choose the company's offering.

Question $4$ options:

price proposition

peak value statement

marketing strategy

positioning

tactical plan

Question $5(0\mathrm{.}0549$ points$)$

$\_\_\_\_\_\_\_\_$ refers to the products or sets of products with which a brand competes and which function as close substitutes.

Question $5$ options:

Consumer profitability analysis

Competitive frame of reference

Category membership

Value membership

Demand field

Question $6(0\mathrm{.}0549$ points$)$

The extent to which consumers perceive a brand to be faithful to its essence and its reason for being is known as $\_\_\_\_\_\_\_\_.$

Question $6$ options:

brand loyalty

brand truthfulness

brand authenticity

positioning

core messaging

Question $7(0\mathrm{.}0549$ points$)$

Marketers can use $\_\_\_\_\_\_\_\_$ to reveal "holes" or "openings" that suggest unmet consumer needs and marketing opportunities.

Question $7$ options:

positioning

perceptual maps

brand maps

gap analysis

segmentation

Question $8(0\mathrm{.}0549$ points$)$

The typically ineffective "lowest common denominator" positioning is a consequence of $\_\_\_\_\_\_\_\_.$

Question $8$ options:

confusing the market

not listening to consumers

trying to be all things to all people

ignoring competitors

trying to cover the market with too few products

Question $9(0\mathrm{.}0549$ points$)$

Which term is most closely associated with the statement: "attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?

Question $9$ options:

Points of inflection

Points of difference

Points of parity

Points of value

Points of presence

Question $10(0\mathrm{.}0549$ points$)$

Points of $\_\_\_\_\_\_\_\_$ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Question $10$ options:

parity

difference

inflection

presence

divergence