B.). How may marketers 'desire to meet customer expectations affect the riskiness of their products and services? (10 Marks)

## Step 1<br />The problem statement is asking us to analyze how the desire of marketers to meet customer expectations can affect the riskiness of their products and services. The riskiness of a product or service is generally associated with the uncertainty of customer acceptance and the potential for financial loss.<br /><br />## Step 2<br />Marketers who are highly focused on meeting customer expectations are likely to conduct thorough market research to understand these expectations. This research can help them tailor their products or services to meet these expectations, which can reduce the risk of customer rejection.<br /><br />## Step 3<br />However, this focus on customer expectations can also lead to a higher risk of financial loss. This is because the cost of research and development to meet these expectations can be high. If the product or service does not meet the expectations, the company may not recover these costs.<br /><br />## Step 4<br />Therefore, the riskiness of a product or service can be influenced by the desire of marketers to meet customer expectations. The more focused a company is on meeting customer expectations, the higher the risk of financial loss, but also the higher the potential for customer satisfaction and loyalty.