In Terms of Managing Customer Expectations, What Are the Three

question 22

Essay

In terms of managing customer expectations, what are the three possible outcomes that may occur when expectations are compared to actual product performance? What should marketers do to manage expectations effectively, especially when customers' expectations are unrealistic? Should a firm attempt to delight its customers by constantly exceeding their highest expectations?

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Definitions:

Proposal

A plan or suggestion, especially a formal or written one, put forward for consideration by others.

Summary

A brief statement or account covering the main points or highlights of a subject.

Management

The process of dealing with or controlling things or people, often within a business organization, through the application of available resources, strategy, and leadership.

Yardstick Reports

Documents used to measure or evaluate the performance against a set standard or criteria.