2. 外语
  3. The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving

The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving

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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 re- duction 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 man- agers 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 at- tract 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.
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 主题题型：A．对比一种投资的不同结果。文章并未对比，直接指出其无效。B．正确。建议对一种投资做更深入评价。文章首句即提出不能无限高估提高服务的效果。C．“various ways”无。D．追溯一类型投资的主要问题。无。E．批评管理者分析成本、收益的方式。正相反，作者赞同这种分析。
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