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  57
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.
The success of MBNA demonstrates that finding the right customers, especially profitable ones, is crucial to business development.
选项 A、Right
B、Wrong
C、Doesn’t say
答案A
解析 该题干是对原文内容的引申。文中信息点“MBNA’s strategy is hitting the bull’s eye：the average balance held by itscardholders is three times the national average．”指出：MBNA公司的战略抓住了问题的关键，该公司信用卡持有人的帐户平均结余是全国平均水平的三倍。由此句与前文中关于恰当客户的论述可见，该公司正是因为找到经济基础雄厚的客户群而取得成功的。而题干意为：MBNA公司的成功表明找到恰当的客户，尤其是在其身上有利可图的客户，对商业发展至关重要。这与原文意思一致，故答案为A。
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