Discussion
..................... is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and perceived alternatives
Answer: D
It is Customer perceived value.
Philip Kotler defines customer perceived value as the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Benefits include product, service, personnel and image; costs include money, time, energy and psychological effort. Customers choose the offer with the highest perceived value.
Perceived usefulness is a construct of the technology acceptance model, and 'failure avoidance rate' and 'report rating' are not marketing definitions of value.
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