Blank $1.$ Fill in the blank, read surrounding text.

are the bare minimum qualities that a customer must see before she will even consider buying the product or service. She takes them for granted, will not pay extra for them, and will not buy the product without them.

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are additional attributes that will lead a customer to prefer one competitor$$s product over another$$s$,$ and for which the customer will pay a higher price. If the organization has the resources and competencies necessary to provide those attributes, it will be in a position to gain a competitive advantage over its rivals.