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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.
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.
E、explain the reasons for pursuing a strategy.
答案B
解析 主题题型：A．说反了。作者对文中所讲行为持反对态度。B．正确。评价一种方式的应用，即无条件满意保证。作者的评价为负。C．怎样实施某策略。无。D．衡量一策略规范性。无。E．解释某策略实施原因。第一段提到，但不是主要内容。
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