Given the following data from a recent Comparative Competitive Efforts page in the CIR:

INTERNET SEGMENT	Your Company	Industry Average	Your Company vs. Ind. Avg.
Retail Price ($ per pair)	$66.00	$76.28	-13.0%
Search Engine Advertising ($000s)	6,000	6,225	-3.6%
Free Shipping	No	None	Same
S/Q Rating	6.3	6.3	0.0%
Model Availability	300	300	0.0%
Brand Advertising	13,000	14,350	-9.4%
Celebrity Appeal	70	111	-36.9%
Brand Reputation	70	76	-7.9%
Online Orders (000s)	539	538	+0.2%
Pairs Sold (000s)	539	538	+0.2%
Market Share (%)	10.0%	10.0%	0.0%

Based on the above data for your company, which of the following statements is false?

Your company had a price-based competitive disadvantage of 13.0%.

Your companys percentage competitive advantages and disadvantages on the 8 competitive factors affecting Internet sales and market share essentially offset each other, thus producing an "average" overall competitive effort and "average" sales and market share outcomes.

Your company's branded sales volume and market share in the Internet segment was unaffected by your company's S/Q rating and model availability, which were both "average."

Your company's branded sales volume and market share in the Internet segment were negatively impacted by your company's low celebrity appeal rating.

Your company's branded sales volume and market share in the Internet segment were negatively impacted by your company's brand reputation.