The internal factors affectingconsumer decisions are described as the "Black Box." This "box" contains a variety of factors that exist inside the person's mind. These include characteristics of the consumer, such as their beliefs, values, motivation, lifestyle, and so forth. A common way for marketers to think about consumer behavior today isas a set of activities a person goes through to solve problems. These set of activities is satisfied by the contents of the Black Box. Read Module 7 Consumer Marketing of Lumen Principles of Marketing and the associated resources for this week to construct a Positioning Statement

• Why will customers buy what you have? what Value Proposition satisfies your customer's "Black Box."
• Synthesize your value proposition into a Positioning Statement.