(24) [bold]다음 글을 읽고, 물음에 답하시오.
글의 제목으로 가장 적절한 것은?[/bold]
The market’s way of telling a firm about its failures is harsh and brief. Not only are complaints less expensive to handle but they also can cause the seller to (a)
improve. The seller may learn something as well. I remember a cosmetics company that received complaints about sticky sunblock lotion. At the time, all such lotions were more or less sticky, so the risk of having customers buy products from a rival company was not (b)
great. But this was also an opportunity. The company managed to develop a product that was not sticky and captured 20 percent of the market in its first year. Another company had the (c)
opposite problem. Its products were not sticky enough. The company was a Royal Post Office in Europe and the product was a stamp. The problem was that the stamp didn’t stick to the envelope. Management contacted the stamp producer who made it clear that if people just moistened the stamps properly, they would stick to any piece of paper. What to do? Management didn’t take long to come to the conclusion that it would be (d)
less costly to try to educate its customers to wet each stamp rather than to add more glue. The stamp producer was told to add more glue and the problem didn’t occur again. Since it is better for the firm to have buyers complain rather than go elsewhere, it is important to make it (e)
easier for dissatisfied customers to complain.
*stamp: 우표
① Designs That Matter the Most to Customers
② Complaints: Why Firms Should Welcome Them
③ Cheap Prices Don’t Necessarily Mean Low Quality
④ More Sticky or Less Sticky: An Unsolved Problem
⑤ Treat Your Competitors Like Friends, Not Enemies