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Customer Value Proposition

In marketing, a customer value proposition (CVP) involves sum of benefits which a vendor or seller promises a customer will receive in return for the customer’s associated payment (or other value-transfer).

A customer value proposition is a business or marketing statement that defines 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, suppliers or partners. It is a clearly defined statement that is designed to convince customers that one product or service will add extra value or better solve a problem than others in its competitive set.  


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