Which of the following is not true of changing performance beliefs after a retailer gets into the customers' consideration set?
A. A change in a performance belief about an important benefit should result in a large change in customers' overall evaluations.
B. A retailer should focus on improving its performance on all benefits.
C. It can get costly for a retailer to improve its performance on all benefits.
D. Retailers must focus on improving their performance on those benefits that are important to customers in their target markets.
Answer: B
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