Define explicit promises.

Define explicit promises.

• A. Personal and nonpersonal statements about a good or service made by the marketing organization to customers/patients
• B. Cues, rather than explicit promises, that lead to inferences about what the product should and will be like
• C. Personal statements by customers about a product
• D. Unbiased third-party reviews

Answer: (A)

Explicit promises are direct, clear commitments about what a service will deliver that the marketing organization communicates to customers or patients. They state the exact performance, outcomes, or service attributes the provider guarantees, setting concrete expectations. This is why the correct choice fits best: it describes personal and nonpersonal statements made by the marketing organization about a good or service to customers/patients. Other options refer to cues that lead people to infer what the product should be like (implicit promises), statements by customers about a product, or independent third-party reviews—none of which are direct promises from the organization.

Explicit promises are direct, clear commitments about what a service will deliver that the marketing organization communicates to customers or patients. They state the exact performance, outcomes, or service attributes the provider guarantees, setting concrete expectations. This is why the correct choice fits best: it describes personal and nonpersonal statements made by the marketing organization about a good or service to customers/patients. Other options refer to cues that lead people to infer what the product should be like (implicit promises), statements by customers about a product, or independent third-party reviews—none of which are direct promises from the organization.