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 (5) 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 (10) 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 fail- (15) ure 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 (20) services, it may mislead clients by suggesting that law- suits or medical procedures will have guaranteed out- comes. Indeed, professional service firms with outstandin reputations and performance to match have little to gain from offering unconditional guarantees. And any firm (25) that implements an unconditional guarantee without undertaking a commensurate commitment to quality of service is merely employing a potentially costly marketing gimmick. 118. The passage most clearly implies which of the following about the professional service firms mentioned in line 22? (A) They are unlikely to have offered unconditional guarantees of satisfaction in the past. (B) They are usually profitable enough to be able to compensate clients according to the terms of an unconditional guarantee. (C) They usually practice in fields in which the outcomes are predictable. (D) Their fees are usually more affordable than those charged by other professional service firms. (E) Their clients are usually already satisfied with the quality of service that is delivered. "little" 是否定 第7行Particularly是从正面讲能从unconditional得到好处的公司. 13However从反面行讲不能从unconditional得到好处的公司 |