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  3. The fact that superior service can generate a competitive advantage for a compan

The fact that superior service can generate a competitive advantage for a compan

游客2024-01-12  19
问题 The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving service will create such an advantage. Investments in service, like those in production and distribution, must be balanced against other types of investments on the basis of direct, tangible benefits such as cost reduction and increased revenues. If a company is already effectively on a par with its competitors because it provides service that avoids a damaging reputation and keeps customers from leaving at an unacceptable rate, then investment in higher service levels may be wasted, since service is a deciding factor for customers only in extreme situations.
This truth was not apparent to managers of one regional bank, which failed to improve its competitive position despite its investment in reducing the time a customer had to wait for a teller. The bank managers did not recognize the level of customer inertia in the consumer banking industry that arises from the inconvenience of switching banks. Nor did they analyze their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy. The only merit of the improvement was that it could easily be described to customers. [br] The primary purpose of the passage is to
选项 A、contrast possible outcomes of a type of business investment
B、suggest more careful evaluation of a type of business investment
C、illustrate various ways in which a type of business investment could fail to enhance revenues
D、trace the general problems of a company to a certain type of business investment
E、criticize the way in which managers tend to analyze the costs and benefits of business investments
答案 B
解析 Main idea
Look at the passage as a whole to find the primary purpose. This passage uses an example, described in the second paragraph, to illustrate the principle of business practice explained in the first paragraph. The author begins by saying that efforts to improve service do not always result in a competitive advantage for a company. Thus, an investment in service must be carefully evaluated to determine if it will reduce costs or increase revenues (lines 4-8).
A Only one outcome, failure to gain a competitive advantage, is examined.
B Correct. Investments in service must be carefully evaluated for the returns they will bring.
C Only one way, an unnecessary investment in improved service, is discussed.
D The example of the bank is used only to illustrate a general business principle; the bank itself is not the focus of the passage.
E The passage criticizes the absence of such an analysis, not the way it is conducted.
The correct answer is B.
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