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 relationship with customers. For each question(23-28)on the opposite page, choose the correct answe
Read the article below about relationship with customers. For each question(23-28)on the opposite page, choose the correct answe
admin
2013-11-18
53
问题
Read the article below about relationship with customers.
For each question(23-28)on the opposite page, choose the correct answer.
Mark one letter(A, B or C)on your Answer Sheet.
Although it is nothing new for companies to build relationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possible to build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing aims to increase sales through deliberate efforts to retain customers and promote two-way communication with them — and new technology has made communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales. The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to, say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.
The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customers’ ages, salaries and lifestyles, and point-of-sale technology can be used to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matched to their backgrounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge a-bout customers and building up customer relationships through interactive contact can enable organizations to differentiate their products or services more easily form those of competitors. However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had. Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worthwhile. Many organizations have found the approach to be very rewarding in terms of customer retention and related profitability, but relationship marketing is still a developing field and is neither cheap nor easy to operate. It involves an integrative approach which draws marketing, quality and customer service together; it also depends upon developing the capacity of every employee — particularly front-line staff — to market the goods or services of the organization in a customer-focused way; and finally, it can require heavy investment in appropriate information technology.
In the first paragraph, the writer describes relationship marketing as
选项
A、an idea that has passed in and out of fashion over the last few years.
B、a term used for an activity that used to exist in a more basic form.
C、a way for a company to analyze its profitability.
答案
C
解析
由文中第一段“The information gatheredforms the basis of highly technical analyses of customer purchasing and profitability,which can beused to increase sales.”可见,基于高科技分析的顾客购买力的信息,可以用来提高销售量。
转载请注明原文地址:https://kaotiyun.com/show/M4bO777K
本试题收录于:
BEC初级阅读题库BEC商务英语分类
0
BEC初级阅读
BEC商务英语
相关试题推荐
ReadthisarticleabouttheeffectoftheAsiancrisisonLatinAmericancountries.ChoosethecorrectwordfromA,B,CorDt
ReadthisproposalabouttheCPTWordProcessor.ChoosethebestsentencefromthelistA—Itofillineachoftheblanks.Fore
ReadthearticlebelowaboutReebok.Forthequestion13—18,markoneletterA,B,CorDonyourAnswerSheetfortheanswery
Readthispassageandthesentences.ChoosethebestsentencefromthelistA—Gtofillineachofthegaps.Foreachgap(8—12)
Readthispassageandthesentences.ChoosethebestsentencefromthelistA—Gtofillineachofthegaps.Foreachgap(8—12)
•Readthearticlebelowaboutfamilybusinessesandthequestions.•Foreachquestion(13-18),markoneletter(A,B,C,or
•Readthearticlebelowaboutfamilybusinessesandthequestions.•Foreachquestion(13-18),markoneletter(A,B,C,or
•Lookatthestatementsandtheshortnewsbelow.•Whichnewsdoeseachstatement1—7referto.•Foreachsentence,markonelet
Readthearticlebelowaboutstockexchange.Inmostofthelines34—45thereisoneextraword.Itiseithergrammaticallyinco
Whichproductshavesoldbest?Whichchartshowsforeigntradethisyear?
随机试题
对园林植物影响最大的病害是病毒和真菌病。
意识不清,语言重复,时断时续,语声低弱,称为
只取得金融期货经纪业务资格的期货公司,可以向期货交易所申请非结算会员资格。()[2012年3月真题]
甲公司发生的下列交易或事项中,应当计入管理费用的有()。
消费指标主要有()。
学生心理发展的基本特征主要有()。
全面建成小康社会,实现中华民族伟大复兴,必须推动社会主义文化大发展大繁荣,兴起社会主义文化建设新高潮,提高国家文化软实力,发挥文化引领风尚、教育人民、服务社会、推动发展的作用。下列选项中关于建设社会主义文化强国,走中国特色社会主义文化发展道路的说法,正确的
Mostmothershaveagoodpieceofadvice:Nevergointoasupermarkethungry!Ifyougoshoppingforfoodbeforelunchtime,you’
ChrisissurprisedthatHollyhasleftthecafe.
A、Anhour.B、75minutes.C、Aquarter.D、90minutes.C
最新回复
(
0
)