OG48-36(business)(service不見得有必要)

[agk99]

Passage 36(business)(general to specific)(值得多唸)

The fact that superior service can generate a competitive advantage for a company does not mean that every attempt at improving service will create such an advantage. Investments in service, like those in production and distribution, must be balanced against other types of investments on the basis of direct, tangible benefits such as cost reduction and increased revenues. If a company is already effectively on a par with(equal to) its competitors because it provides service that avoids a damaging reputation and keeps customers from leaving(lost) at an unacceptable rate, then investment in higher service levels may be wasted, since service is a deciding factor for customers only in extreme situations.
第一段：superior service no longer creates advantage, If companies want to invest in service, they had better focus on direct, tangible benefits such as cost reductions and increased revenue. The more a company invests in service when it already is equal to its competitors, the more waste it does.

This truth was not apparent to managers of one regional bank (example), which failed to improve its competitive position despite its investment in reducing the time a customer had to wait for a teller. The bank managers did not recognize the level of customer inertia(lack of vigor, lethargy) in the consumer banking industry that arises from the inconvenience(形容inertia) of switching banks. Nor did they analyze their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy. (難句) The only merit of the improvement was that it could easily be described to customers.
第二段：the author provides a example to introduce his opinion, a manager of a bank, which fails to improve the competitive positions. (接下來是說，銀行把投資重心放在節省客戶等候時間上，事實上，經理們根本沒想到，顧客其實也懶得換銀行，這些經理們沒有仔細分析，透過建立讓客戶興奮的新標準來吸引新客戶，或是提出一個標準，讓同業難以模仿。這樣的結果就會造成，改革唯一的好處，就是可以很輕鬆的向客戶敘述。

本題第二段較關鍵，讀懂第二段，才能做題

[訪客]

Passage 36
The fact that superior service can generate a competitive
advantage for a company does not mean that every attempt
at improving service will create such an advantage. Invest-
ments in service, like those(指的是investment) in production and distribution,
(5) must be balanced againstother types of investments on the
basis of direct, tangible benefits such as cost reduction and
increased revenues. If (表條件)a company is already effectively on a
par(=equal) with its competitors because it provides service that
avoids a damaging reputation and keeps customers from
(10) leaving at an unacceptable rate, then investment in higher
service levels may be wasted, since service is a deciding
factor for customers only in extreme situations.

總結:competitive advantage只在extreme situations用的到,不然祇是浪費而已

作者態度用詞 must ,only, wasted,extreme, may
Choice of word superior service, balanced against, par(=equal) with, deciding
factor, like, such as
對比
因果 avoids a damaging reputation and keeps customers from leaving at an unacceptable rate=> investment in higher service levels may be wasted
假設 Premise: Invest-ments in service, like those(指的是investment) in production and distribution, must be balanced against(對立狀態) other types of investments on the
basis of direct, tangible benefits such as cost reduction andincreased revenues.
*If (表條件)a company is already effectively on a par(=equal) with its competitors
文章development
1.analysize
2.problem-solution
3.approach
4.data
5.explain
6identify
7.define
8.compare/contrast
9.refute
10.new idea Indentify the conclution
Attitude
41. critical
42. questioning
43. objective (neutrality)\subjecitce
44. enthusiastic
45. approval\disapproval neutrality


This truth(第一段的第一句話的the fact對照) was not apparent to managers of one regional
bank, which failed to improve its competitive position
(15) despite its investment in reducing the time a customer had
to wait for a teller. The bank managers did not recognize
the level of customer inertia(惰性) in the consumer banking
industry that arises from the inconvenience of switching
banks. Nor did they(regional bank) analyze their service improvement to
(20) determine whether it would attract new customers by(表方法) pro-
ducing a new standard of service that would excite cus-
tomers or by(表方法) proving difficult for competitors to copy. The
only merit of the improvement was that it could easily be
described to customers.
總結:舉regional bank的為例來說明支持第一段的結論
作者態度用詞 Apparent, despite, new, difficult, easily ,only ,merit
Choice of word This truth , inertia(惰性),the level of,copy,
對比 *despite its investment in reducing the time a customer had
to wait for a teller.
* The only merit of the improvement was that it could easily be
described to customers.
因果 inconvenience of switching=>customer inertia=>no analyze(呼應第一段第十行那句話)
假設
文章development
1.analysize
2.problem-solution
3.approach
4.data
5.explain
6identify
7.define
8.compare/contrast
9.refute
10.new idea Example
Attitude
46. critical
47. questioning
48. objective (neutrality)\subjecitce
49. enthusiastic
50. approval\disapproval Neutrality and approval


225. The primary purpose of the passage is to
(A) contrast possible outcomes of a type of business investment
(B) suggest more careful evaluation of a type of business investment
(C) illustrate various ways in which a type of business investment could fail to enhance
revenues
(D) trace the general problems of a company to a certain type of business investment
(E) criticize(negative word) the way in which managers tend to analyze the costs and benefits of business
investments

226. According to the passage, investments in service are comparable to(相似的) investments in production and distribution in terms of(=concerning) the
(A) tangibility of the benefits that they tend to confer(給予)
(B) increased revenues that they ultimately(=finally) produce
(C) basis on which they need to be weighed
(D) insufficient analysis that managers devote to them
(E) degree of competitive advantage that they are likely to provide

227. The passage suggests which of the following about service provided by the regional bank
prior to its investment in enhancing that service?=>須先達到最基本的要求
(A) It enabled the bank to retain customers at an acceptable rate
(B) It threatened to weaken the bank’s competitive position with respect to other regional banks
(C) It had already been improved after having caused damage to the bank’s reputation in the
past.=>不符合條件
(D) It was slightly superior to that of the bank’s regional competitors.=>on the par with
(E) It needed to be improved to attain parity with the service provided by competing banks.=>暗示兩個不同等

Map: If (表條件)a company is already effectively on a
par(=equal) with its competitors because it provides service that
avoids a damaging reputation and keeps customers from
(10) leaving at an unacceptable rate, then investment in higher
service levels may be wasted
=>必須先在avoid damaging reputation跟keeps customers from leaving at an unacceptable rate這個條件下,才能談更深入的superior service



228. The passage suggests that bank managers failed to consider whether or not the service
improvement mentioned in line 19
(A) was too complicated to be easily described to prospective customers
(B) made a measurable change in the experiences of customers in the bank’s offices
(C) could be sustained if the number of customers increased significantly
(D) was an innovation that competing banks could have imitated
(E) was adequate to bring the bank’s general level of service to a level that was comparable
with that of its competitors


229. The discussion of the regional bank (line 13-24) serves which of the following functions
within the passage as a whole?
(A) It describes an exceptional case in which investment in service actually failed to produce a
competitive advantage.
(B) It illustrates the pitfalls of choosing to invest in service at a time when investment is
needed more urgently in another area.
(C) It demonstrates the kind of analysis that managers apply when they choose one kind of
service investment over another
(D) It supports the argument that investments in certain aspects of service are more
advantageous than investments in other aspects of service.
(E) It provides an example of the point about investment in service made in the first paragraph.

230. The author uses the word “only” in line 23 most likely in order to
(A) highlight the oddity(古怪) of the service improvement
(B) emphasize the relatively low value of the investment in service improvement
(C) distinguish the primary attribute(特性) of the service improvement from secondary attributes
(D) single out(choose) a certain merit of the service improvement from other merits
(E) point out the limited duration of the actual service improvement

作者態度用詞
Choice of word 230
對比 226
因果 228
假設 227
文章development
1.analysize
2.problem-solution
3.approach
4.data
5.explain
6identify
7.define
8.compare/contrast
9.refute
10.new idea 229
Attitude
51. critical
52. questioning
53. objective (neutrality)\subjecitce
54. enthusiastic
55. approval\disapproval

[agk99]

再做一次這種題目，發現其實OG的水平其實也不能說容易
文章雖短，但結構嚴密，文句複雜，且題目不易
其實關鍵還是第一段第七行的條件句，基本上第一段給出結論，第二段再舉例補充說明第二段。(line 7這句要是能懂，本文應可解決)
同樣的，第二段第16行的轉折句，也就是作者明指銀行經理沒有發覺一般顧客轉換銀行有多麼不方便這件事，帶出作者論述的 有提升品質必要才有投資服務之必要 ，看懂，題目就沒問題，看不懂就慘了。

[yanguoeric]

agk99大大說的沒錯
這篇RC偶第一次做就錯了5題
文章雖短 可是題目實在不容易
要真的搞清楚文章的邏輯才行
蟹蟹分享啦 3Q :D

[訪客]

今天又再做到這篇
還是覺得這句與我的理解有出入
有誰可以告訴我這一句,再講什麼???


If (表條件)a company is already effectively on a par(=equal) with its competitors because it provides service that avoids a damaging reputation and keeps customers from (10) leaving at an unacceptable rate, then investment in higher
service levels may be wasted, since service is a deciding factor for customers only in extreme situations.

[agk99]

服務只有在"臨界"的情況下才是決定性因素，如果投資能使企業免於損及聲譽，或是可以避免在一個離譜的情況下失去顧客，投資在服務業務上才是值得的。

[訪客]

Good Job....

[davidlee0222]

小弟把比較多戰友關心的文章試著分析看看
Passage 36(business)(general to specific)(值得多唸)--(其實小弟不知道如何分辨9大類別)

The fact that(前3字廢言不看) superior service(本文主詞-優良服務) can generate(主要動詞-產出...小弟覺得如此平鋪直敘開場必有埋伏) a competitive advantage for a company does not(果然出現語氣急轉) mean(居然有2個動詞?因為第一行can前that省略) that every attempt at improving service will create such an advantage.(全文主旨必考-超優服務不一定好) Investments in service(續解主題), like those in production and distribution(看清楚如何相同-可能考點), must be balanced against(抗衡不等於平衡) other types of investments on the basis of(抗衡依據-重要考點) direct, tangible benefits(重點是相同於"被衡量的標準") such as(舉例-並非只依後面這兩個) cost reduction and increased revenues. If a company is already effectively on a par with(equal to) its competitors because it provides service that avoids a damaging reputation and keeps customers from leaving(lost) at an unacceptable rate(若公司因提供"不使名譽毀損"的服務及"不使客人因天價離去"而與對手齊驅), then investment in higher service levels may be wasted, since service is a deciding factor for customers only in extreme situations. (則投資於優質服務將是浪費因服務僅是極端抉擇時的要件)

This truth was not apparent to managers(例證的主詞) of one regional bank (example反例-可考功能題), which(關代必修飾前面最接近名詞-區域銀行) failed to improve its competitive position despite(順向連接詞=in spite of不等於however) its investment in reducing the time a customer had to wait for a teller(主旨:即使縮短客人等待仍無增競爭優勢). The bank managers did not recognize(動作一) the level of customer inertia(lack of vigor, lethargy) in the consumer banking industry that(關代必修飾前最近名詞-消費銀行業) arises from the inconvenience(形容inertia) of switching banks(並未發覺客人"轉行麻煩"的惰性). Nor did they analyze(動作二-故意用句號分開) their service improvement to determine whether it would attract new customers by producing a new standard of service that would excite customers or by proving difficult for competitors to copy. (難句-不難:經理人也未分析"改進服務"是否能藉"可激起客戶的新標準服務"或"對手進入門檻"來吸引新客戶上門) The only merit of the improvement was that it could easily be described to customers.
唯一好處是容易解說

[lunar916]

想請問226答案會啥不是A??
他句子明明就寫著

Investments in service, like those in production and distribution,
(5) must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction and increased revenues.

[撥撥]

想請問226答案會啥不是A??
他句子明明就寫著

Investments in service, like those in production and distribution,
(5) must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction and increased revenues.

我覺得(A)應該是誤導人的選項

因為是在比較二種投資的相同處
而文章說明了在這二種投資必需在都能夠在產出tangible benefits的比較基準下，比較才有意義。
所以比較的東西，不太可能會是投資的tangibility

供參考。

[ustoday]

his truth was not apparent to managers of one regional bank.

"not apparent" 是指 not clear 媽?
請問這句話是啥意思
怎麼都念不出他的態度 總感覺是反駁上面第一段的結論 (因為not apparent 的原因)

謝謝回答

[davidslin]

應該是說 前面所述的事實[提供更多的服務不一定能產生更多利益]的道理 對於區域銀行經理來說 不是顯而易見的[因為他們無法了解這道理 才會有下列敘述的行為]
所以應該是屬於負面的用語

[davidslin]

想請問226答案會啥不是A??
他句子明明就寫著

Investments in service, like those in production and distribution,
(5) must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction and increased revenues.

我覺得(A)應該是誤導人的選項

因為是在比較二種投資的相同處
而文章說明了在這二種投資必需在都能夠在產出tangible benefits的比較基準下，比較才有意義。
所以比較的東西，不太可能會是投資的tangibility

供參考。

我覺得E也有點對耶 OG解釋說E選項文中沒有敘述到 可是一開始就說了[較優的服務能產生競爭優勢....]呀?
所以用他們能產生的競爭優勢來比較 跟以他們何者需注重(要注重 應該也是基於能產生較佳的競爭優勢 不是嘛?)感覺意思雷同呀?

煩請各位高手指點一下囉

[antipower]

想請問226答案會啥不是A??
他句子明明就寫著

Investments in service, like those in production and distribution,
(5) must be balanced against other types of investments on the
basis of direct, tangible benefits such as cost reduction and increased revenues.

我覺得(A)應該是誤導人的選項

因為是在比較二種投資的相同處
而文章說明了在這二種投資必需在都能夠在產出tangible benefits的比較基準下，比較才有意義。
所以比較的東西，不太可能會是投資的tangibility

供參考。

我覺得E也有點對耶 OG解釋說E選項文中沒有敘述到 可是一開始就說了[較優的服務能產生競爭優勢....]呀?
所以用他們能產生的競爭優勢來比較 跟以他們何者需注重(要注重 應該也是基於能產生較佳的競爭優勢 不是嘛?)感覺意思雷同呀?

煩請各位高手指點一下囉

我想這裡的意思是說 在投資的時候（不論是服務、製造、或流通上），都要考慮看得見的利潤，也就是說要考量成本控制與增加營收。選項B是說要拼命增加營收，不是這裡的意思，而是要根據這些看得到的數字與分析，瞭解自身的需求是不是要做這樣的投資。