Question: Review Exhibit 9 5 and the accompanying discussion on search experience

Review Exhibit 9.5 and the accompanying discussion on search, experience, and credence attributes of offerings.
a. Why are the types of offerings on the far right side of the continuum – professional services – difficult for customers to evaluate?
b. What challenges does this difficulty create for marketing managers in professional services firms? Why?

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  • CreatedAugust 22, 2015
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