Q1: Relative to customer value, explain customers’ willing- ness to pay premium prices for Lululemon’s products.
Q2: Explain how price affects customer perceptions of the Lululemon brand.
Q3: Could Lululemon have achieved the same level of success had it executed an alternative pricing strategy?
Q4: Can Lululemon continue to succeed by employing the same premium-pricing strategy? Explain.
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