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A craft coffee shop located in the lobby of a downtown skyscraper sells a cup of coffee for $ 6 . 0 0 . Employees

A craft coffee shop located in the lobby of a downtown skyscraper sells a cup of coffee for $6.00. Employees who work in a building three blocks away have an easy access to a food truck that sells a cup of coffee for $4.95. These employees have a positive differentiating value of $3 for the craft coffee shops coffee due to the quality of its beans, and a negative differentiating factor of $1.50 due to the distance of the shop from their desks. What would be the VTC for the craft coffee shops product for the employees of the building three blocks away?

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