Marketers often assess the true economic value $($TEV$)$ by using all of the following EXCEPT:

Note: as you answer the question, recall that COST means what it costs to make a product; PRICE is the price it's sold for.

the performance of competitors' products.

the costs of competitors' products.

the relative advantage or disadvantage offered by the focal product.

a cost structure study to understand the customer's underlying economics.