In lecture, a service product was defined. I was added that service providers have major issues with consumer evaluation (which occurs in postpurchase) and that many providers need to do which of the following
A. match price with service competitors within the product category
B. shape the benchmarks that the service is evaluated based upon
C. give price discounts to groups that are known to be of issue for the product category
D. offer promotions for the service that are consistent with the product category
Answer: B. shape the benchmarks that the service is evaluated based upon