1. The process of determining which aspects of the offering are most important in creating value for the customer and then clearly communicating that value is known as:

   • targeting
   • positioning
   • segmenting
   • championing

2. The positioning process involves two steps and two checks.

   • True
   • False

3. The ______________ is an objective assessment of all the benefits of buying, owning, and consuming a product or service from the customers perspective.

   • check proposition
   • offering proposition
   • value proposition
   • consumption proposition

4. What was the one key benefit that Volvo chose to communicate to their customers?

   • safety
   • They communicated all of the benefits.
   • comfort
   • high-performance luxury car

5. Which of the following is the second step of positioning?

   • Developing an offerings value proposition.
   • Choosing a target market.
   • Segmenting the market.
   • Selecting one or two key benefits that anchor the positioning.

6. Companies frequently develop products and services that are objectively better than the competition in some way but fail to gain any traction in the marketplace. Very often, these marketplace failures are actually _____________ failures.

   • segmenting
   • targeting
   • positioning
   • offering

7. One way of thinking about positioning is just as the flipside of ____________.

   • segmenting
   • targeting
   • positioning
   • offering