2. 外语
  3. •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

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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.  
What does the writer say about customer loyalty in the first paragraph?
选项 A、Business executives need to know how to generate customer loyalty.
B、Many executives believe more investment in customer loyalty means more profit.
C、It is necessary for companies to generate customer loyalty at all costs.
D、Customer loyalty will for sure help corporations make more money.
答案B
解析 从第一段可知很多公司相信只要赢得顾客的忠诚，利润就会唾手可得，并且在培养顾客忠诚度方面的投入非常大，由此可以推断出管理者们相信在培养顾客忠诚度方面的投入越大，利润就会越丰厚。选项A没有提到，选项C和D所提到的观点是一些管理者的看法，而非作者的观点。因此，B为正确选项。
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