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Company D (Competitor 3)
Company C (Competitor 2)
Company B (Competitor 1)
Highest)
Performance Scores 1–10 Lowest, 10 = = (1 Company A (Our Company)
Survey Form for Customer Values Importance Weights (Add Up to 100) 100 Sum of importance weights = Price (perceived transaction price)
Table 5.2 Quality (Nonprice) Attributes 1 2 3 4 5 6 7 8 9 10 Price competitiveness
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