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  3. Seeking a competitive advantage, some professional service firms(for example

Seeking a competitive advantage, some professional service firms(for example

游客2024-01-13  66
问题     Seeking a competitive advantage, some professional service firms(for example, firms providing advertising, accounting, or health care services)have considered offering unconditional guarantees of satisfaction. Such guarantees specify what clients can expect and what the firm will do if it fails to fulfill these expectations. Particularly with first- time clients, an unconditional guarantee can be an effective marketing tool if the client is very cautious, the firm’s fees are high, the negative consequences of bad service are grave, or business is dif- ficult to obtain through referrals and word-of-mouth.
    However, an unconditional guarantee can sometimes hinder marketing efforts. With its implication that failure is possible, the guarantee may, paradoxically, cause clients to doubt the service firm’ s ability to deliver the promised level of service. It may conflict with a firm’s desire to appear sophisticated, or may even suggest that a firm is begging for business. In legal and health care services, it may mislead clients by suggesting that law suits or medical procedures will have guaranteed outcomes. Indeed, professional service firms with outstanding reputations and performance to match have little to gain from offering unconditional guarantees. And any firm that implements an unconditional guarantee without undertaking a commensurate commitment to quality of service is merely employing a potentially costly marketing gimmick. [br] The passage most clearly implies which of the following about the professional service firms mentioned in line 30?
选项 A、They are unlikely to have offered unconditional guarantees of satisfaction in the past.
B、They are usually profitable enough to be able to compensate clients according to the terms of an unconditional guarantee.
C、They usually practice in fields in which the outcomes are predictable.
D、Their fees are usually more affordable than those charged by other professional service firms.
E、Their clients are usually already satisfied with the quality of service that is delivered.
答案 E
解析 关于L30所提专业服务公司，文中指出：A．过去不能提供无条件满意保证。说反了，文中说outstanding reputation andperformance。B．这里不讨论如何偿付顾客不满的问题。C．经常在结果可预测领域工作。无。D．要价比其他公司可承受。未提。E．正确。其客户已经对其服务质量满意。见A选项后说明。
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