1. Draw the customer benefit package (CBP) for one of the items in the following list, and explain how your CBP provides value to the customer. List a few example processes that you think would be necessary to create and deliver each good or service in the CBP you selected, and briefly describe issues that must be considered in designing these processes:
a trip to Disney World
a new personal computer
a credit card
a fast-food restaurant
a wireless mobile telephone
a one-night stay in a hotel
2. Oviyo Inc. has been successful at differentiating itself from competitors by claiming a premium price for its digital cameras based on superior image quality and advanced technology. In this scenario, which of the following is the key value driver?
A. economies of scale
B. low-cost input factors
C. product features
D. premium prices