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  89
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.
In Levi-Strauss’ customising system, a woman can use a computer to send the measurements that she has taken to the factory.
选项 A、Right
B、Wrong
C、Doesn’t say
答案B
解析 该题干是对文中若干信息点的断章取义。文中信息点“A computer picks out exactly the right size and sends the woman’sspecifications to the factory．”指出：计算机正确测量出女顾客的身材尺寸，并将其规格发送至工厂。本题关键点在于此句中“pick out”并非意为“挑出、捡出”，而是意为“测量出”；而题干意为：在Levi-Strauss公司的订制系统中，一位女士可以在自己测量身材尺寸后通过计算机将数据发往工厂。与原文对照可知其错误，故答案为B。
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