1. Part I: How could Apple use empathic design to discover customer problems and new opportunities for value creation for the iPhone? Part II: Why is understanding the total customer experience of a lead-user of an iPhone potentially more valuable than spending the same amount of time with an average iPhone user? Part III: Why would understanding these same lead-users develop better product improvements over that of just leaving the engineers alone? 2. How could a bank improve the customer experience by managing customer touch points? 3. How could a business selling firewood create a more attractive economic value? 4. Why is it important for McDonald's to measure all aspects of perceived performance and perceived cost-of-purchase? 5. Price-performance Value Mapping: Part I: How would the customer value change if the price of the Canon A590 increased from $180 to $199? Part II: How much could the price of Fuji J10 be increased if Fuji wanted the camera to have a $10 value advantage over the next best customer value in the market? 6. Customer Value Analysis: Part I: Using the slide data given in lecture, how would the Company's customer value change if it raised its repair rating from 5 to 7? How would this affect the competitors' customer values? Part II: What would be the value impact of improving ease-of- use product benefit from 4 to 6? Would this improve perceived customer value more than addressing the repair time benefit problem in Part I of this