Value Proposition – full positioning of a brand -> full mix of benefits Possible Value Propositions More benefits, lower price > good for customers (Cost-co) Same benefits, less price > Walmart Winning Value Propositions More for more (Starbucks, Mercedes, Rolex) More for the same (Lexus) Same for less (DSW, Walmart) Less for much less (Holiday Inn, Dollar Store) More for less (Home Depot) Chapter 7 – Products, Services, and Brands, Building Customer Value Product – anything that can be offered to…
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