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e Pr i c e ($ )H i g hC o s tF i l t o V a l u e R e l a t i v e t o A v e r a g e 2 5 . 0 2 0 . 0 1 5 . 0 1 0 . 0 5 . 0 0 . 0 5 . 0 1 0 . 0 1 5 . 0 2 0 . 0 2 5 . 0 3 0 . 0 C h lo r o f o r m R e m o v a lL e a d R e m o v a lT a st eC lo g g i n gR e li a b le su p p ly T e ch n i ca l sp p o r tR e la t i o n sh i p C a p i t a l co stD i sp o si b le s co stR e la t i v e v a lu e i m p a ct s F i lt o v s. A v e r a g eDiffe ren tia l wo rth o f p e rfo rman ce a d va n ta g e s a n d d isa d va n ta g e sDimen sio n A tt ri b u te FiltoWalterEnvirBriteClarionAverageBe ne fits P rod u ct Ch loro fo rm Re mo va l 22 22 34 22 34 0L e a d Re mo va l 2 2 2 9 2 0Ta st e 2 13 2 8 8 0Clog g ing 23 64 53 35 23 0S e rvice Re li a b le su p p ly 19 19 0 19 19 0Te ch n ica l sp p o rt 7 15 2 15 34 0Re lat ion sh ip Re lat ion sh ip 0 16 16 16 16 0(a) To ta l d iffe ren tia l wo rth o f b e n e fits 25 44 9 43 53 0Cos ts S e ll ing p ri ce Ca p ita l co st 13 10 0 7 5 0O th e r co st s Disp o sib les c o st 10 50 56 25 20 0(b) To ta l co st a d va n ta g e 3 60 56 18 15 0Price Performance Profile Value Map HeadtoHead Comparisons