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  73
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.
Attracting and retaining a great sum of customers is conducive to the development of a company.
选项 A、Right
B、Wrong
C、Doesn’t say
答案B
解析 题干是对原文信息点的错误改写。文中信息点“Rather than trying to meet the needs of a larger group of people，managerswork to attract and keep the right customers．”指出：并非是试图去满足大量人群的需求，而是要吸引并留住那些适合的顾客。根据原文，可知有利于公司成功的途径是确定适合公司发展的、恰当的客户群体，由此可推断，公司发展的策略在于找到恰当的客户群体，而非客户数量多。而题干意为：吸引并留住大量客户有利于公司发展。这与原文不符，故答案为B。
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