Customer Value Propositions in Business Markets

Question 1

3 value propositions

Answer 1

1. All benefits
2. Favourable points of difference
3. Resonating focus

Question 2

All benefits (& drawbacks)

Answer 2

Simply list all the benefits that the offering delivers to target customers, this requires the least knowledge about customers and competitors.

Drawback: benefit assertion= claim advantages for features that actually provide no benefit to the segment.

Drawback: benefits may be points of parity with the next best alternative.

Question 3

Favourable points of difference (& drawbacks)

Answer 3

Recognize that customers have an alternative and
focus on the point of difference from the next best alternative.

Drawback: value presumption= assuming that favourable points of difference must be valuable for the
customer.

Question 4

Resonating focus (& drawbacks)

Answer 4

Making their offerings superior on a few elements that matter most to the target customer, they demonstrate, document, and communicate its value to customers.

One point of parity and two points of difference.