ANDERSON - CUSTOMER VALUE PROPOSITIONS

Question 1

POINTS OF PARITY

POINTS OF DIFFERENCE

POINTS OF CONTENTION

Answer 1

• Elements with same performance of functionality compared to next best alternative
• Elements that make offer superior/inferior compared to next best alternative
• Elements about which supplier and customer disagree regarding performance of functionality compared to next best alternative

Question 2

VALUE PROPOSITION

Answer 2

…what makes the offering worth to the customer…

• distinctive -> superior to competitors
• measurable ->point of differences can be measured in monetary terms
• sustainable -> can be executed in a certain amount of time

Question 3

Types of value proposition

Answer 3

• All benefits -> not related to customer needs
• Favorable points of difference -> points out differences with competitors
• > can lead to value presumption -> assuming that these points are valuable
• resonating focus -> most sophisticated approach, requires customer knowledge -> focusing on selected elements that matter most to customer value

Question 4

Value Word Equation

Answer 4

Points of difference and contention relative to the next best alternative described in words and math operators