1. How is that value communicated? A key to long-term business success lies in a firm's ability to offer value to customers through its product offerings. The task of communicating that value proposition rests largely with the company's marketers. A marketing plan not only must clarify the sources of value but also must specify how the value message gets out. Pick a good or service you like one that you believe has a strong value proposition. Identify the specific source(s) of value that is, what leads you to conclude the product offers value?