Customer costs Responding to health concerns from consumers, McDonald's revamped its menu to include healthier children's menu options, such as fruit and chicken wraps instead of fries and hamburgers. This is an example of marketing mangers responding to: economic conditions. the technological environment. environmental forces. the surroundings. an operating situation. anything the buyer must give up to obtain the benefits the product provides. The most obvious customer cost is: time. availability. risk. monetary price effort