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  3. Seeking a competitive advantage, some professional service firms(for example, firms providing advertising, accounting, or health

Seeking a competitive advantage, some professional service firms(for example, firms providing advertising, accounting, or health

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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.
Which of the following is cited in the passage as a goal of some professional service firms in offering unconditional guarantees of satisfaction?
选项 A、A limit on the firm’s liability.
B、Successful competition against other firms.
C、Ability to justify fee increases.
D、Attainment of an outstanding reputation in a field.
E、Improvement in the quality of the firm’s service.
答案B
解析 哪一点是文中指出的服务公司提供无条件满意保证的目的?A．减少税额。无。B．正确。和其他公司成功竞争。第一句话就说明了此项目的。C．控制要价上涨。D．保住声誉。E．提高服务质量。均不合原文叙述。
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