Many Services-Marketing Experts Suggest That Creating and Delivering New Services

Multiple Choice

Many services-marketing experts suggest that creating and delivering new services is much more difficult than creating new tangible products and new services differ from product innovations in several important ways. Which of the following best illustrates these differences?

A) many services require the physical presence of the customer, which demands local decentralized production of the service
B) the new-service development process is often easy for the service customer to observe
C) most service companies focus on continuous innovation
D) most service companies focus on creating only incremental improvements