7. Talking about the difference between business and communication, consumers react positively to goods and services that provide benefits. Consequently, while you can build a successful business based on a a strong band or piece of communication requires a (.5 points) 8. What a product, service or business does for the consumer is called a It is also called a In marketing textbooks, it is also called a functional benefit because it (.5 points) is a product performance benefit, then 9. If a is the personal performance benefit. (.5 points)