单项选择题

(4) Seekingacompetitiveadvantage,someprofessionalservicefirms(forexample,firmsprovidingadvertising,accounting,orhealthcareservices)haveconsideredofferingunconditionalguaranteesofsatisfaction.Suchguaranteesspecifywhatclientscanexpectandwhatthefirmwilldoifitfailstofulfilltheseexpectations.Particularlywithfirst-timeclients,anunconditionalguaranteecanbeaneffectivemarketingtooliftheclientisverycautious,thefirm’sfeesarehigh,thenegativeconsequencesofbadservicearegrave,orbusinessisdifficulttoobtainthroughreferralsandword-of-mouth. However,anunconditionalguaranteecansometimeshindermarketingefforts.Withitsimplicationthatfailureispossible,theguaranteemay,paradoxically,causeclientstodoubttheservicefirm’sabilitytodeliverthepromisedlevelofservice.Itmayconflictwithafirm’sdesiretoappearsophisticated,ormayevensuggestthatitisbeggingforbusiness.Inlegalandhealthcareservices,itmaymisleadclientsbysuggestingthatlawsuitsormedicalprocedureswillhaveguaranteedoutcomes.Indeed,professionalservicefirmswithoutstandingreputationsandperformancetomatchhavelittletogainfromofferingunconditionalguarantees.Andanyfirmthatimplementsanunconditionalguaranteewithoutundertakingacorrespondingcommitmenttoqualityofserviceismerelyemployingapotentiallycostlymarketinggimmick. Anunconditionalguaranteemaycreateanimpressionontheclientthatthefirm __________ .

A．tends to be suspicious of the client’s financial status
B．does not want to beg for business
C．may have some problems with its management
D．is not sophisticated enough to be able to provide good service

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单项选择题

The rich put their money into business because（）.

A．they can get much in return to build their wealth
B．they are not interested in luxury houses and cars
C．their goal is to develop their company
D．that is the only way to spend money yet not to be taxed by the government

单项选择题

（）

A．complex
B．essential
C．comprehensive
D．understandable