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the ELM case about different tire manufacturers. When using FISHBEIN to compare the various brands describe the one factor that was not applied in that

the ELM case about different tire manufacturers. When using FISHBEIN to compare the various brands describe the one factor that was not applied in that case to the table values that FISHEBEIN recommends including when calculating Ao. Explain how that component changes the perspective of which Brand may be best positioned in the customers minds in the market place.

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