Each of the four products, services, or programs in question 1 has substitutes. Respective examples are (a)

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Each of the four products, services, or programs in question 1 has substitutes. Respective examples are

(a) a BicTM highlighter,

(b) Adidas tennis shoes,

(c) an Uber or Lyft ride, and

(d) a department store. What consumer benefits might these substitutes have in each case that some consumers might value more highly than those mentioned in question 1?P-968

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