Question

Which of the following is NOT true about "order qualifiers"?

a. These are product traits that must meet a certain level in order for the product to even be considered by customers.
b. Customers may not be aware of any level of performance in excess of those minimum levels that they have established.
c. The firm must perform acceptably on these traits, usually at least as well as competitors' offerings.
d. All of the items are true.

Answer 1

The correct answer is d. All of the items are true. Order qualifiers are product traits that must meet certain levels for the product to be considered by customers. Customers may not be aware of performance levels exceeding the minimum established levels.

Step-by-step explanation:

The correct answer is d. All of the items are true. Order qualifiers are product traits that must meet a certain level for the product to even be considered by customers. These traits must be performed acceptably by the firm, usually at least as well as competitors' offerings. However, customers may not be aware of any level of performance in excess of those minimum levels that they have established, which means that the firm does not need to exceed those minimum levels to satisfy the customers.