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  3. One of the more discernible trends in the financial-service industry in re cent times has been the adoption of programs designed

One of the more discernible trends in the financial-service industry in re cent times has been the adoption of programs designed

admin2013-10-11  99
问题      One of the more discernible trends in the financial-service industry in re cent times has been the adoption of programs designed to encourage more personalized relationships between an institution’s employees and its clients, particularly those clients who are major depositors. The expression most commonly used to describe this type of program is "relationship banking". A good definition is provided in the 1985 book "Marketing Financial Services":
     In relationship banking the emphasis is on establishing a long-term multiple-service relationship; on satisfying the totality of the client’s financial service needs; and on minimizing the need or desire of clients to splinter their financial business among various institutions.
     Implicit within any definition of relationship banking is recognition that the financial-service requirements of one individual or relatively homogeneous group. A successful relationship banking program is, therefore, dependent in a large part on the development of a series of "financial-serviced packages": each designed to meet the needs of identifiable homogeneous groups.
     Another dimension of relationship banking is the development of highly personalized relationships between employee and client. In most financial institutions today the client is serviced by any employee who happens to be free at the time, regardless of the nature of the transaction. Personalized relation ships are therefore difficult to establish. In a full relationship banking pro gram, however, the client knows there is one individual within the institution who has intimate knowledge of the client’s requirements and preferences regarding complex transactions. Over time, the client develops a high level of confidence in this employee. In short, a personalized relationship evolves between client and employee.
According to the passage, what is a necessary first step in instituting relationship banking?
选项 A、Redesigning bank building.
B、Hiring congenial staff who make clients welcome.
C、Recognizing the particular financial needs of groups and individuals.
D、Teaching bank employees to be more confident.
答案C
解析 此题为推论题。答案应从定义(第二段)或定义的扩展段(第三段)中来找。根据题意，关系银行旨在与客户建立长期的全方位的服务关系，重视满足客户的全部需求，由此可以推断出该结论。或从第三段的最后一句，关系银行业务能否成功极大限度地取决于是否能满足各个群体的服务需求。据此，C项“实施关系银行业务的第一步应是确定群体间和个体间的具体需求”符合题意。
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