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Customer expectations about a product are most often the result of what?
ACommunication with the buyer, especially promotion
BThe cost of the raw materials used to build it
CThe number of competitors selling a similar item
DGovernment rules that apply to the whole industry
Answer & Solution
Correct answer: A. Communication with the buyer, especially promotion
1. Satisfaction is judged against the expectations a customer already holds.
2. Those expectations are often the result of communication, and promotion above all.
3. A firm that promises more than it delivers therefore sets itself up to disappoint.
4. Raw material cost is internal to the firm and never reaches the buyer as a promise.
5. Competitor counts and industry rules shape the market, not the individual buyer expectation.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.1 The Marketing Concept_
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