The first step in designing support services is to: Prevent brand dilution Add new services that will both delight customers and yield profits to the company Encourage customers to try new products Survey customers to assess the value of current services and obtain ideas for new ones The ticket for Marwan Khoury's concert is tangible; however, the concert itself cannot be seen before the concert's date and time, a characteristic known as service: Variability Inseparability Perishability Intangibility