Background Pa Nimblefoot is a manufacturer of women's running shoes, which are sold through major sporting goods chain stores and specialty stores. Nimblefoot has targeted Trailrunner, a regional specialty store chain as a potential prospect for its latest product. Nimblefoot's sales representative, Bradley Jackson, hopes to replace a competitor's product in the Trailrunner stores. Bradley has begun planning his upcoming sales call on Susan Holloway, head buyer at Trailrunner. At a recent trade show, Bradley had a brief conversation with Susan and learned that Trailrunner's management is interested in improving the profitability of the chain. Further, Susan made it clear that Trailrunner would only be interested in high-quality products. Current Situation In Bradley and his sales manager, Ashley Zamora, have been discussing the plans for the upcoming call on Trailrunner. Ashley asked Bradley to give her a summary of Trailrunner's key buying motives and the related benefits that Nimblefoot could offer. In addition, Ashley wanted to review the information that would be required to support any claims made for the benefits, as well as additional ideas for how to reinforce the verbal content of Nimblefoot's sales message. Bradley supplied Ashley with the requested information, as shown in Exhibit A. Ashley is now reading over Exhibit A and plans to give Bradley some feedback tomorrow morning. Questions: 1. In the role of Ashley Zamora, what specific comments and suggestions do you have for Bradley Jackson? 2. Should a customer value proposition be developed

before completing the information in Exhibit A?