Final answer:
Many companies develop and deliver customer experiences (option B) to differentiate their products, which can include both tangible and intangible aspects. Intangible differentiators like satisfaction guarantees, quality reputation, and advertising significantly impact brand preference among consumers.
Step-by-step explanation:
To differentiate themselves, many companies go beyond offering products and services; they are also developing and delivering customer experiences. Product differentiation is any action that firms do to make consumers think their products are different from their competitors'. A firm can make its products different through various means, such as the physical aspects of the product, the location from which it sells the product, intangible aspects of the product, and perceptions of the product. Distinctive products in these ways are referred to as differentiated products.
Intangible aspects can significantly differentiate a product. These may include promises like a guarantee of satisfaction or money-back, a reputation for high quality, services such as free delivery, or offers like a loan to purchase the product. Often, product differentiation occurs in the minds of buyers, shaped by advertising, that influence strong preferences for certain brands, even in cases where the physical product differences are minimal or undetectable without branding cues.