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. WhichofthefollowingstatementsconcerningunconditionalguaranteesisNotmentionedinthepassage
A．They are helpful when firms want to retain their long-standing clients.
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