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  3. When you were looking for a reliable, honest auto mechanic, how did you find him? Before you went into that restaurant you recen

When you were looking for a reliable, honest auto mechanic, how did you find him? Before you went into that restaurant you recen

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问题     When you were looking for a reliable, honest auto mechanic, how did you find him? Before you went into that restaurant you recently tried, how did you know that it served great food? If you’ re like most everyone on the planet, you want to lower your risk of a big ugly surprise so you asked people you trust to refer you to a business they trust.
    We all rely on our friends and associates to recommend going—or not going—to a particular business. Marketers call this friend-to-friend endorsement(认可)of a business " word-of-mouth advertising". It is the most powerful form of advertising. It is also the most difficult to create.
    When you do a great job for your customers or a rotten job, people are going to talk about your business. Unfortunately, because we humans seem to feel negative emotions more intensely than positive ones, we’ re more inclined to tell more of our friends about bad experiences with a business than positive ones. Understand this: Customers believe their own experience. You can’t make them believe that your company is wonderful when they felt they were treated badly.
    So, to get positive word-of-mouth going for your business, especially from your demanding customers in this service-based economy, you’ ve got to do a really outstanding job. For everyone, consistently.
    And when you do, you build a great reputation. That takes time. But it forges a bond with your customers and prospective customers in a way that no slick advertising campaign, and no promotional coupon(优惠券)ever could.
    The good news is that because there are so many different businesses chasing after your customers’ money, people want to know who they can trust. So people are going to be talking about you. Create a free sales force for your business—an army of delighted customer who tell everyone they know how good your company is to do business with. That’ s a great antidote(解毒剂)to defection.
According to the author, whether we’ll go to a place or not depends on______.
选项 A、media advertising
B、department store display window
C、word-of-mouth advertising
D、the business fame
答案C
解析 推理判断题。由题干关键词go to定位至第二段第一句“We all rely on ourfriends and associates to recommend going——or not going——to a particular business．(我们信赖我们的朋友和同事来推荐去还是不去一家特定的商店)”。接下来第二句“Marketers call this friend-to-friend endorsement of a business ‘word—of-mouthadvertising’．(市场营销人员把这种行为叫作‘口头广告’)”，也就是“word—of-mouthadvertising”，即c所给答案是作者所认为的去不去一个地方的依据。A．媒体广告、B．商店橱窗广告、D．商业名声，这些都不是。
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