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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 difficult 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 lawsuits 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.
The primary function of the passage as a whole is to______.
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
答案B
解析 整篇短文的作用是评价一种惯常做法的效用。第一段指出了提供保单的商业惯例并列举了无条件保单也许会成为恰当营销工具的若干情况。第二段以However开头，暗示事与愿违。总起来讲，本文指出一种商业惯例的优点和缺点。
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