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. Theprimarypurposeofthispassageasawholeisto__________ .