阅读理解
When you were looking for a reliable, honest auto mechanic, how did you find him?Before you went
into that restaurant you recently tried, how did you know that it served great food?If you are like most
people on the planet, you want to lower your risk of a big ugly surprise so you asked people you trust to
refer to a business they trust.Marketers call this friendtofriend recognition of a business "wordofmouth"
advertising.
When you do a great job for your customer or a bad job, people are going to talk about your
business.Unfortunately, because we humans seem to feel negative emotions more intensively than positive
ones, we're more likely to tell more of our friends about bad experiences with a business than positive
ones.Understand this:Customers believe their own experience.You can't make them believe that your
company is wonderful when they felt they were treated badly.
So, to get positive wordofmouth going for your business in this servicebased economy, you've got to
do a really outstanding job for everyone, exactly.
And when you do, you build a great reputation.That takes time.But it forms a close link with your
customers in a way that no advertising and no promotional coupon (优惠券) ever could.
The good news is that because there are so many different businesses chasing after your customers'
money, people want to know whom they can trust.So people are going to be talking about you.Create a
free sales force for your business-an army of delightedcustomers who tell everyone that they know how
good your company is to do business with.That's a great antidote (解毒剂) to defectionitis.
1. What is the main topic of this passage?
A. A good name will bring you money.
B. A person should rely on his friends for business.
C. Advertising can make customers believe it's wonderful.
D. A company can rely on its associates to survive.
2. According to the passage, whether we go to a place or not depends on________.
A. business fame
B. media assistance
C. particular recognition
D. associates'recommendation
3. When you do an outstanding job in service, you will surely________.
A. make more money than you expect
B. have a mutual understanding with your customers
C. build a great reputation immediately
D. earn your fame as well as advertise for your company
4. The underlined word "defectionitis" probably means________.
A. service imperfection
B. customers' distrust
C. customers'protection
D. service advertisement
