2. 外语
  3. Customer Targeting Finding and keeping loyal and profitable customers is essential. The route to long-term success is to fin

Customer Targeting Finding and keeping loyal and profitable customers is essential. The route to long-term success is to fin

admin2016-06-30  93
问题                             Customer Targeting
    Finding and keeping loyal and profitable customers is essential. The route to long-term success is to find loyal customers who represent a close strategic fit with the company and are also likely to be profitable. Rather than trying to meet the needs of a larger group of people, managers work to attract and keep the right customers. Loyalty-based strategies yield spectacular results for some companies.
    MBNA, a credit card company, targets specific affinity groups whose members have above-average earning: sports clubs, universities and associations. The company produced Visas and Mastercards for 4,300 such groups, usually with personal logos. MBNA’s strategy is hitting the bull’s eye: the average balance held by its cardholders is three times the national average.
    Technology is creating unprecedented opportunities to build a loyal consumer base by customising products. Levi-Strauss offers its Personal Pair outlets for women who want a perfectly fitting pair of jeans. A computer picks out exactly the right size and sends the woman’s specifications to the factory. For an added $ 10 fee, her made-to-measure jeans arrive a few days later.
MBNA’s strategy is to attract 4,300 types of affinity groups as its customers.
选项 A、Right
B、Wrong
C、Doesn’t say
答案B
解析 题干在设置上是对原文信息点的杂糅。文中信息点“MBNA，a credit card company，targets specific affinity groups whosemembers have above—average earning：spots clubs，universities and associations．Thecompany produced Visas and Mastercards for 4，300 such groups，usually with personalIogos,…”指出：MBNA这家信用卡公司把体育俱乐部、大学和协会等一些同类的团体作为目标，这些团体成员的收入超过平均收入水平。该公司为4300个这样的团体制作Visa信用卡和Mastercard信用卡，通常还带有个人标志。而题干意为：MBNA的战略是吸引4300种同类团体作为客户。根据原文，同类团体只提到体育俱乐部、大学和协会三种，其个数确实为4300个，但是题干说的是这些同类集团的种类是4300，与原文不符，故答案为B。
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