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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  38
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] Which of the following hypothetical situations best exemplifies the potential problem noted in the second sentence of the second paragraph(lines 19 —23)?
选项 A、A physician’s unconditional guarantee of satisfaction encourages patients to sue for malpractice if they are unhappy with the treatment they receive.
B、A lawyer’s unconditional guarantee of satisfaction makes clients suspect that the lawyer needs to find new clients quickly to increase the firm’s income.
C、A business consultant’s unconditional guarantee of satisfaction is undermined when the consultant fails to provide all of the services that are promised.
D、An architect’s unconditional guarantee of satisfaction makes clients wonder how often the architect’ s buildings fail to please clients.
E、An accountant’s unconditional guarantee of satisfaction leads clients to believe that tax returns prepared by the accountant are certain to be accurate.
答案 D
解析 哪一个类似第二段第二句话所说的潜在问题?先总结该问题：无条件保证使顾客怀疑该企业履行服务承诺的能力。∴D正确，建筑师的无条件满意保证使顾客怀疑：此建筑师是否经常不能满足顾客。A、B、C、E均不合上述总结。
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