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) most service companies focus on continuous innovation
B) the new-service development process is often easy to map out for the service company and often easy for the service customer to observe
C) most service companies focus on creating only incremental improvements
D) the new-service development process is difficult to map out for the service company and often difficult for the service customer to observe