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

admin2009-04-18  60
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. Invest-
ments in service, like those in production and distribution,
(5) must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction 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
(10) 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 managers of one regional
bank, which failed to improve its competitive position
(15) 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
(20) determine whether it would attract new customers by pro-
ducing a new standard of service that would excite cus-
tomers or by proving difficult for competitors to copy. The
only merit of the improvement was that it could easily be
described to customers.
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 This question asks you to identify the primary purpose of the passage as a whole. The best answer is B. The first two sentences of the passage point out that attempts to create superior service do not always result in a competitive advantage for a company and that investments in service need to be weighted against other possible methods for improving a company’s competitiveness. These statements suggest that more careful evaluation is needed when service improvements are being contemplated for the purpose of increasing competitiveness. Choice A is incorrect because the passage does not contrast possible outcomes of investment in service. The only outcome of such investment that is discussed in the passage is hat of lack of improvement in competitive advantage. Choice C can be eliminated because although the passage illustrates a case in which investments in service did not result in increased competitiveness, it does not illustrate various ways in which such investments fail to enhance revenues. Choice D is incorrect because the passage is not primarily about the regional bank referred to in the second paragraph and its problems. Rather, the bank is discussed as an example of the larger issue about which the passage is concerned. Choice E can be eliminated because the passage does not explain or criticize how managers actually analyze the costs and benefits of business investments: it indicates only that managers’ analysis in inadequate.
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