When comparing one product offering to the next-best-alternative the supplier may invite the customers to participate in the customer value research

The supplier's team members relate the list of value elements and which elements they regard as points of parity and points of difference. _______ are value elements about which the customer disagrees with the team's evaluations.
a. points of parity
b. points of difference
c. value word equations
d. points of contentions

d