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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 difficult 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 lawsuits 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.
Which of the following is cited in the passage as a goal of some professional service firms in offering unconditional guarantees of satisfaction?
选项 A、A limit on the firm’s liability.
B、Successful competition against other firms.
C、Ability to justify fee increases.
D、Attainment of an outstanding reputation in a field.
答案B
解析 本文引用哪个选项．把它视为专业服务公司提供无条件保单的目标?成功地与其他公司竞争。第一段首句指明了一些公司想要提供无条件保单的原因：寻求竞争优势。一些公司提供保单是为了与不提供保单的公司进行有效的竞争。
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