Review Exhibit 9.5 and the accompanying discussion on search, experience, and credence attributes of offerings.
a. Why are the types of offerings on the far right side of the continuum – professional services – difficult for customers to evaluate?
b. What challenges does this difficulty create for marketing managers in professional services firms?  Why?

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Most goods Most services Easy to evaluate Difficult to evaluate High in search qualities High in experience qualities High in credence qualities Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacation Haircuts Child care Television repair Legal services Root canal Auto repair Medical diagnosis