________ promises are under the control of the marketer and may have varied interpretation.

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

Answer: (B)

What’s being tested is how consumer expectations can be shaped by signals beyond what is written—promises that are implicit rather than explicitly stated. Marketers control many cues that create an impression: branding, packaging, pricing, store atmosphere, and how service is delivered. These cues suggest what the product will deliver, but they aren’t spelled out in plain language, so different customers may interpret them in different ways. That variability in interpretation is what makes these promises implicit. By contrast, explicit promises are direct claims like “money-back guarantee” or “two-day shipping,” which are clear and less open to differing interpretations. Word-of-mouth is customer-driven feedback, not a marketer’s stated promise, and zones don’t fit the concept here.