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【正文】 e and demandside perspective. ? Substitution from the demand side: customerdefined arenas: – crosselasticities – brandswitching data. – Judgmental data: customer judgments of substitutability can be obtained by asking a sample of customers to indicate the degree of substitutability between all of possible pairs of products or brands on rating scale. 2021/11/12 4 Product industry hierarchy housewares Food preparation appliances coffeemakers percolators Drip coffeemakers Product features and price options Product features and price options brands brands industry Product class Product type Product variants 2021/11/12 5 Competitive advantage cycle Performance Rewards ? Satisfaction ? profits ? Loyalty ? share Investment in renewal Sourc
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