Customer Value and Value Proposition

Start with customer value

The mind map What is a Value Proposition? is a useful starting point. It defines a value proposition as the value a company promises to deliver to customers who choose its product. Read that definition first, then use the map to organize your understanding of the term.

The Elements of Value looks at value through consumer needs. It also connects elements of value with loyalty and growth. Comparing the maps can help you distinguish a company's promise from the value customers see.

Move on to strategy

The Customer-driven marketing strategy mind map covers market segmentation, including consumer and business markets. It lists geographic ways to segment a market, such as by region, city or neighborhood.

The flowchart on customer-driven marketing strategy brings segmentation together with market targeting, differentiation and positioning. After looking at the map and flowchart, use the quiz to check your understanding. It includes a question about dividing a market into groups of buyers with distinct needs or behaviors. Return to the map if you want to review that idea.

Explore customer experience

The customer experience management mind map introduces touch points and different experience contexts. Outside In presents strategic choices about where to compete, what value to offer and how to deliver it. How to spot a real value proposition considers how value propositions appear in materials such as advertisements, white papers and case studies.

These resources offer different starting points within Customer Value and Value Proposition, a section of the Marketing Strategy unit in Marketing, advertising and sales. The notes on strategic planning add another perspective, linking customer value with company objectives and marketing planning. Choose a resource that fits what you are studying and explore it alongside the maps.