As You Contemplate the Introduction of Your Company's Newest Services-You

question 13

Essay

As you contemplate the introduction of your company's newest services-you think that the offering of a service guarantee would be a "marketing coup" and completely surprise your competition. You remember that your marketing management text stated that guarantees are most effective in two situations. What are these two situations?

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Definitions:

Conditioned Response

An automatic response established by training to an ordinarily neutral stimulus.

Unconditioned Stimulus

The stimulus normally produced by the unconditioned response (e.g., food producing salivation).

Expectancies

What someone expects to happen, based on past experiences of what was rewarding.

Rewards

Benefits or positive feedback received as a result of an action, which serve as reinforcement for that behavior.