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Lecture 4(Marketing)
QUESTIONS
1. What is the lecture mainly about?
A. The most common causes of service failures
B. Effective strategies for preventing service failures
C. The importance of having a plan to address service failures
D. Ways in which different industries respond to service failures
答案：C
解析：professor在开篇简单列举了几种失败案例，比如miss deadlines, process problems, human error, 并且根据原文So, if you are in a service industry, as a marketer you always need some kind of service recovery plan. 可知她此次lecture的目的就是为了强调这些关于服务行业失败案例对应方案的重要性。所以C选项正确。
2. Why does the professor talk about a car rental agency?
A. To demonstrate the importance of employee training
B. To introduce the concept of service recovery
C. To point out that most service failures are within a company’s control
D. To point out that it is costly to implement a service recovery plan
答案：B
解析：教授用汽车租赁中介作为例子，举例说明比如顾客进行预约但是员工却记错了日期，此时应该如何对顾客进行一些补偿，这就是service recovery. 所以B选项正确，借这个例子来介绍服务补救的这个概念。
3. Why does the student mention his experience at a hotel in Chicago?
A. To show how complaints about a negative experience can hurt a business
B. To illustrate a surprising result of a successful service recovery
C. To give an example of an ineffective service recovery
D. To stress the importance of preventive maintenance in the hotel industry
答案：B
解析：学生举了一个自己的例子，夏天和家人去芝加哥度假时所居住的酒店空调坏了，酒店所采取的对策就是整个周末没有收取空调费用，所以即使学生觉得这次的居住体验并不理想，但是却因为酒店迅速的安抚了大家不满的情绪，所以此后他再去芝加哥时，每次都会选择这家酒店。即一个非常成功的服务失败但是却迅速补救成功的案例。所以B选项正确。
4. What is the professor’s opinion of the service recovery paradox?
A. It should not be relied on as a way to increase customer loyalty.
B. It does not produce long-lasting benefits for the service provider.
C. It is more common in the hotel industry than in other service industries.
D. It can only be beneficial if the customer is not aware of the original failure.
答案：A
解析：针对学生提出的问题，是否可以故意使用户不满，然后再采取补救方案使其更加满意。教授回应道：Look, it’s always better to do things right the first time, ’cause how can you know the paradox will hold true in every situation? Plus, it’s hard to predict if a good service recovery will overcome the negative affect of a service failure. 所以A选项正确，不应采取这样的方案来吸引顾客甚至是作为提高用户忠诚度的途径。
5. What point does the professor make when she mentions a fast-food restaurant?
A. Service failures should be analyzed from the service provider's perspective.
B. A customer’s reaction to a service failure can vary under different circumstances.
C. It is important for service managers to identify the source of a service failure.
D. Some service industries are more vulnerable than others to service failures.
答案：B
解析：根据原文People’s expectation, their priorities vary. 然后professor继续举例道，比如她很赶时间，此时她在快餐店点的薯条不够热，她可能因为很快就得到了食物而不去投诉，但如果她此时并不赶时间，她可能就会把薯条还回去，即使意为着，她还需要再等一段时间。所以B选项正确，每个顾客针对同一个service failure的反应是不尽相同的。
6. Why does the professor say this:
A. To review the main points of the lecture
B. To suggest topics for the students’ next research assignment
C. To indicate possible reasons why negative word of mouth is damaging to businesses
D. To specify where research is needed to better understand service recovery
答案：D
解析：
I’ve actually been researching some of these issues myself. ’cause what we need is a deeper understanding of customers’ thought processes, and their reactions to the service recoveries. 可知教授说那段话的目的是把应该进行的研究具体化。所以D选项正确。
以上的内容是托福tpo42听力答案Lecture4，希望可以给正在备考的同学们提供更多指导!