"Suppliers understand the term value proposition in three different ways which are all benefits, favorable points of difference and resonating focus. The first value proposition is made up of all the benefits that customers get from a market offering. The all benefits proposition answers the customer question of why they should buy the supplier's offering. It requires that the supplier has knowledge of their own market offering.
This proposition has the disadvantage of the possibility of leading to benefit assertion by the supplier. Benefit assertion occurs when the supplier stresses an advantage which the customer does not view to be important. Another disadvantage is that many of the things which the supplier views as benefits to the customer may be points of parity with the next best alternative. This could dilute the effect of the few real points of difference (Anderson, Narus, & van Rossum, 2006).S