Guarantees and post-sales considerations also fall under the product category. Many businesses "guarantee" their product. "Results-or-your-money-back", "100% satisfaction", or "delivery within 30 minutes or it's free" are some of the common promises for products/services that are made. Guarantees provide assurance to the consumer that what you are offering is going to satisfy them and that they will receive value for their money. A guarantee can also be used to back up claims about the quality of your offering and the expertise of your company.

Many infomercial retailers have realised that few people actually bother to return the product for a refund. Some companies do not even follow through with their policy. While the costs of dealing with returns can be very high, the cost of not fulfilling a guarantee can be even higher, as it will damage your brand name and customer loyalty.

A warranty specifies what a business promises about its product/service. It is usually designed for defects or problems with the product/service, while guarantees are for satisfaction/results. Warranties are more tangible and do not usually cover the level of performance of the offering, as long as it works.

Case Study - Warranty: Varna Innovation and Research Corporation

The Cheap Guy - Pricing