John is considering booking a hotel for a business trip to New York. On the one hand, he is considering what he will receive - the room, the service, and food options. On the other, he is weighing how much it will cost him and the time it will take to choose a hotel. These factors (the costs versus benefits) are weighed in a consumers mind until he/ she is able to make a decision. In other words, John is seeking _______, which reflects the ratio of benefits to costs. a. exchange b. value c. price d. quaility