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
30
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 fourth paragraph. the discovery of some experts disapproves the belief that loyal customers
选项
A、recommend the products to other people.
B、are sensitive to the price of the product.
C、need less sewice provided by a company.
D、contribute more to the image of a company.
答案
C
解析
从第四段最后一句话“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”,可知专家们发现几乎
转载请注明原文地址:https://kaotiyun.com/show/IlsO777K
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
Readthearticlebelowaboutachainofcafes.Inmostlinesthereisoneunnecessaryword.Itiseithergrammaticallyincorrect
Readthearticlebelowaboutachainofcafes.Inmostlinesthereisoneunnecessaryword.Itiseithergrammaticallyincorrect
Readthearticleontheoppositepageaboutinnovationinbusinessandthequestionsbelow.Foreachquestion15-20,markonele
Readthearticleontheoppositepageaboutinnovationinbusinessandthequestionsbelow.Foreachquestion15-20,markonele
•Readthetextbelowabouttelevisionnetwork.•Inmostofthelines41—52thereisoneextraword.Itiseithergrammaticallyi
HowtoapproachReadingTestPartOne•InthispartoftheReadingTestyoumatcheightstatementswithfiveshorttexts.•Fir
随机试题
在企业经营战略的内容中,起统帅、灵魂和导向作用的是()
下列关于对外货物贸易量的说法正确的是()
该患者的病情属于术后护士对患者的护理正确的是
心绞痛发病的机制是什么?冠心病分为哪几种类型?
某市人民检察院在侦查该市教育局主管招生工作的王某受贿案的过程中,除发现王某利用职务之便收受他人贿赂外,还发现王某涉嫌巨额财产来源不明罪和非法向外围人出售、赠送珍贵文物罪。根据以上情况,请回答下列问题:在侦查中,受聘请的律师要求与在押的王某会见时。侦查机
关于高强度螺栓连接紧固的说法,正确的有()。
()是目前操作风险识别与评估的主要方法。
一、注意事项1.申论考试是对考生阅读理解能力、综合分析能力、提出和解决问题能力、文字表达能力的测试。2.本试卷由给定资料与作答要求两部分构成。考试时限为150分钟。其中,阅读给定资料参考时限为40分钟,作答参考时限为、110分钟。满分100
春秋战国时期,提出“祸兮福之所倚,福兮祸之所伏”的思想家是()。
中国的新民主主义革命就其性质而言仍然是资产阶级民主革命,主要原因是
最新回复
(
0
)