Uber created a simple value proposition for its riders which reads "Tap your phone. Get where you're headed."

After every new product launch, Kimberly Clark, maker of personal care products, compares its projected sales to the company's actual sales to see if the firm missed the mark. The company learns from its mistakes to better forecast the sales of future products.

When developing the marketing mix for the BMW $2-$series, BMW marketing managers chose a competitive base price of $$36,000.$