This activity is important because as a marketing manager, you must focus on creating value for customers to gain loyal customers. Because firms cannot be all things to all customers, they generally choose to focus on delivering superior customer value on one of three dimensions$$best price, best product, or best service.

The goal of this activity is to demonstrate your understanding of the differences between the three most common value strategies.

Match the statements to the correct customer value type.

Spirit Airlines offers fares that are often $30\%$ lower than its competition by allowing customers to only pay for the services they want.

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Zappos offers its customers free shipping, easy returns, and $24/7$ telephone access to sales associates. Customers participating in their points program get triple points, early access to sales, and expedited shipping.

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The gem$-$set Oyster Rolex watch is wearable luxury, meticulously designed with absolute attention to detail in the pursuit of perfection.