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  3. Seeking a competitive advantage, some professionalservice firms(for example, fi

Seeking a competitive advantage, some professionalservice firms(for example, fi

游客2024-01-13  79
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
(5) 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
(10) negative consequences of bad service are grave, or
business is difficult to obtain through referrals and
word-of-mouth.
However, an unconditional guarantee can sometimes
hinder marketing efforts. With its implication that fail-
(15) ure 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
(20) services, it may mislead clients by suggesting that law-
suits or medical procedures will have guaranteed out-
comes. Indeed, professional service firms with outstandin
reputations and performance to match have little to gain
from offering unconditional guarantees. And any firm
(25) that implements an unconditional guarantee without
undertaking a commensurate commitment to quality of
service is merely employing a potentially costly
marketing gimmick.
选项 A、account for the popularity of a practice
B、evaluate the utility of a practice
C、demonstrate how to institute a practice
D、weigh the ethics of using a strategy
E、explain the reasons for pursuing a strategy
答案 B
解析 The best answer is B. The passage describes a marketing strategy practiced by some professional service firms, outlines the arguments in favor of its use, and the describes the drawbacks associated with the strategy. Choice A is incorrect because the popularity of the practice is not discussed in the passage. Choice C is incorrect because the passage does not include a demonstration of how to institute unconditional guarantees. Choice D is incorrect because ethical issues are not addressed by the author. In the first paragraph, the author does give reasons for why firms pursue the strategy, but that is not the purpose of the passage as a whole, so E is also incorrect.
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