4 is the correct answer. Here you're looking for the answer which will ensure a customer always picks this business over competitors. Of the four options given, loyalty is the only one that would make sense. Remember 'order winners' are the 'customers' justification for their purchase of a product or service'- this is a direct quote from P.43

The statement is not true. The Public Sector can provide both goods and services. The study guide gives the example of Uganda, where the government produces bread and sugar and provides this at a subsidised rate to citizens. Most countries' Public Sector also provides services such as education and transport. Therefore option 3 is correct. P.65

The question asks when it can be FIRST used so the correct answer is 1. FMEA detects failures early in the process, usually before mass production begins, and looks at potential failures in both design and process. It may be conducted when you have a prototype as well as later on in the manufacturing process, or when products are returned faulty. P.97-98

Environment is not traditionally measured- the other missing criteria is learning and development. This is an approach developed by Kaplan and Norton and there's often at least one question in the exam on this. I recommend learning this as it does also come up in other modules at Level 5 too. For a rounded view of the Balanced Scorecard framework check out this YouTube video: https://www.youtube.com/watch?v=lGJ-25hikHA

Customer emotions are considered in Kansai- its about creating products which meet customers' 'aesthetic and performance expectations'. P.114