Because Services Are Intangible, It Is Difficult for Consumers to Assess

Because services are intangible, it is difficult for consumers to assess them when making purchase decisions. What is the implication of this for marketers?

A) Consumers will not have preconceived attitudes.
B) The personal touch is essential.
C) Word of mouth is all that really matters.
D) There is nothing marketers can actually show.
E) The marketing communications need to express the value of the service in tangible terms.