Fred White has just accepted a sales position with the ABC Health Maintenance Organization, a major provider of health care services. He had been selling medical supplies for some time and found that he understood how customers bought medical supplies. Which of the following is likely to be a characteristic of the health care service purchase?
A.
Customers are engaged in a low involvement purchase process.
B.
The quality of services can be predetermined in a similar manner to tangible products.
C.
The buyer does not participate in producing the service.
D.
A consumer may not have the ability to judge the quality of medical care service even after the service has been provided.
Answer: D
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Marketing
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