Final answer:
Professional services on the far-right side of the continuum are difficult for customers to evaluate because they are high in credence attributes. This creates challenges for marketing managers to communicate the value and quality of their services. The difficulty arises because professional services are intangible and their quality is based on subjective perceptions and individual experiences.
Step-by-step explanation:
a. Professional services on the far-right side of the continuum are difficult for customers to evaluate because they are high in credence attributes. Credence attributes are characteristics or features of a product or service that customers cannot assess even after purchasing or consuming it. Professional services often involve complex and specialized knowledge or skills that are not easily understood or measured by customers.
b. The difficulty in evaluating professional services creates challenges for marketing managers in professional services firms. Marketing managers need to find ways to communicate the value and quality of their services to potential customers who may not fully understand or appreciate the expertise required. They may rely on testimonials, case studies, certifications, and other forms of evidence to build trust and credibility.
c. This difficulty arises because professional services are intangible in nature, and their quality or effectiveness is often based on subjective perceptions and individual experiences. Unlike tangible products, professional services cannot be easily compared or tested before purchase, making it challenging for customers to assess their true value.