Which of the Following Is NOT True of Changing Performance

Which of the following is NOT true of changing performance beliefs after a retailer gets into the customers' consideration set?

A) A retailer should focus on improving its performance on all benefits.
B) A change in a performance belief about an important benefit should result in a large change in customers' overall evaluations.
C) It is 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.