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customer value proposition
In marketing, a customer value proposition (CVP) consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment (or other value-transfer).
Customer Value Management was started by Ray Kordupleski in the 1980s and discussed in his book, Mastering Customer Value Management.
A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. It is specifically targeted towards potential customers rather than other constituent groups such as employees, partners or suppliers. Similar to the unique selling proposition, it is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.〔Investopedia. (2010). Value Proposition. Retrieved 4 22, 2010, from Investopedia: http://www.investopedia.com/terms/v/valueproposition.asp〕
==Why CVPs are important==
A good customer value proposition will provide convincing reasons why a customer should buy a product, and also differentiate your product from competitors. Gaining a customer's attention and approval will help build sales faster and more profitably, as well as work to increase market share.〔Lake, L. (2010). Develop your Value Proposition. Retrieved 4 22, 2010, from About.com: Marketing: http://marketing.about.com/od/marketingplanandstrategy/a/valueprop.htm〕 Understanding customer needs is important because it helps promote the product. A brand is the perception of a product, service or company that is designed to stay in the minds of targeted consumers.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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