首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
•Read the article below about customer loyalty on the opposite page. •For each question 13-18, mark one letter(A, B, C or D
•Read the article below about customer loyalty on the opposite page. •For each question 13-18, mark one letter(A, B, C or D
admin
2010-01-22
81
问题
•Read the article below about customer loyalty on the opposite page.
•For each question 13-18, mark one letter(A, B, C or D)for the answeryou choose.
The MiSmanagement of Customer Loyalty
The best customers, we’re told, are loyal ones. They cost less to serve, they’re usually willing to pay more than other customers. and they often act as word-of-mouth marketers for your company. Win loyalty, therefore, and profits will follow as night follows day. Certainly that’s what CRM software vendors—and the armies of consultants who help install their systems—are claiming. And it seems that many business executives agree. Corporate expenditures on loyalty initiatives are booming:The top 16 retailers in Europe, for example, collectively spent more than $1 billion last year。Indeed, for the last ten years, the gospel of customer loyalty has been repeated so often and so loudly that it seems almost crazy to challenge it.
But that is precisely what some of the loyalty movement’s early believers are starting to do. Take the case of one high-tech corporate service provider. This company set up an elaborate costing scheme to track the performance of its newly instituted loyalty programs. The scheme measured not only direct product costs for each customer but also all associated advertising, service, sales force, and organizational expenses. After running the scheme for five years, the company was able to determine the profitability of each of its accounts over time. Executives were curious to see just what payoff they were getting from their $2 million annual investment in customer loyalty.
The answer took them by surprise. About half of those customers who made regular purchases for at least two years—and were therefore designated as ‘loyal’—barely generated a profit. Conversely, about half of the most profitable customers were blow-ins, buying a great deal of high-margin products in a short time before completely disappearing.
The research findings echo that company’s experience. Some experts have been studying the dynamics of customer loyalty and have found that the relationship between loyalty and profitability is much weaker—and subtler—than the proponents of loyalty programs claim. Specifically, they discovered little or no evidence to suggest that customers who purchase steadily from a company over time are necessarily cheaper to serve, less price sensitive, or particularly effective at bringing in new business.
Indeed, in light of their findings, many companies will need to reevaluate the way they manage customer loyalty programs. Instead of focusing on loyalty alone, companies will have to find ways to measure the relationship between loyalty and profitability so that they car better identify which customers to focus on and which to ignore. The experts have found. a new methodology that will enable managers to determine far more precisely than most existing approaches do just when to let go of a given customer and so dramatically improve the returns on their investments in loyalty.
According to the second paragraph, many people are involved in the job to generate customer loyalty besides
选项
A、producers.
B、suppliers.
C、salespeople.
D、vendors.
答案
C
解析
从第二段的第四句“The scheme measured…sales force, and organizational expenses. ”可推断出销售队伍与培养顾客忠诚度有关。A、B、D三项的内容在文章中都未提及,因此,C为正确选项。
转载请注明原文地址:https://www.kaotiyun.com/show/nlsO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthearticlebelowaboutabookletpublishedbyabank.Foreachquestion31-40,writeonewordinCAPITALLETTERSonyourA
Readthearticlebelowaboutabookletpublishedbyabank.Foreachquestion31-40,writeonewordinCAPITALLETTERSonyourA
Readthearticlebelowaboutforeignlanguageskills.Choosethebestwordtofilleachgap.Foreachquestion21-30,markone
Readthearticlebelowaboutforeignlanguageskills.Choosethebestwordtofilleachgap.Foreachquestion21-30,markone
ReadthepoliciesofanAmericanassurancefirm.ChoosethesentencefromthelistA-Itofilleachoftheblanks.Foreachbla
Readthearticlebelowaboutachainofcafes.Inmostlinesthereisoneunnecessaryword.Itiseithergrammaticallyincorrect
Readthearticlebelowaboutachainofcafes.Inmostlinesthereisoneunnecessaryword.Itiseithergrammaticallyincorrect
Readthearticleontheoppositepageaboutinnovationinbusinessandthequestionsbelow.Foreachquestion15-20,markonele
随机试题
设z=x3—3x—y,则它在点(1,0)处【】
大多数家畜淋巴结的实质分为外周的皮质和中央的髓质,但皮质和髓质位置颠倒的是()
外用杀虫主治疥疮,内服可助阳通便的药物是
汽车库内无直接通向室外的汽车疏散出口的防火分区,当设置机械排烟系统时,应同时设置补风系统,且补风量不宜小于排烟量的()。
在个别资金成本一定的情况下,企业综合资金成本的高低取决于资金总额。( )
在确定对内部审计工作实施的审计程序时,注册会计师通常需要考虑的因素有()。
一艘船要顺利驾驶到目的地,船长的角色职能如下:设计方向的领航员,实际控制方向的舵手,轮船的设计者或选用者,以及全体船员形成支持、参与和沟通关系的促进者。这些职能就是管理中的()。
学习动机强度与学习效果之间的关系,可因学生的______而异。
个体完全服从社会规则,如果违反了社会规则,会产生内疚感,表现出强烈的归属需要。按照拉文格的理论,个体自我发展处于()
样本容量如何影响统计显著性的判断?样本越______,则______。()
最新回复
(
0
)