____ promises are direct claims about a product and are under the control of the marketer.

• A. Word-of-mouth
• B. Tangibles
• C. Implicit
• D. Explicit

Answer: (D)

Explicit promises are direct, clearly stated claims about a product that marketers control. This includes advertised features, outcomes, guarantees, or warranties—the kinds of statements you see in ads or packaging that the seller commits to delivering. Because they are explicitly stated by the marketer, these promises can be tested and judged against actual performance, and they carry the risk if the product fails to meet them. In contrast, word-of-mouth comes from customers and isn’t controlled by marketing; tangibles are the physical cues and environment that shape perceptions rather than direct claims; and implicit promises are the inferences customers form from experiences and cues rather than explicit statements.