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  3. Read the following text and answer the questions by choosing the most suitable subheading from the list A-G for each of the numb

Read the following text and answer the questions by choosing the most suitable subheading from the list A-G for each of the numb

admin2021-02-21  66
问题    Read the following text and answer the questions by choosing the most suitable subheading from the list A-G for each of the numbered paragraphs (41-45). There are two extra subheadings which you do not need to use. Mark your answers on the ANSWER SHEET. (10 points)
   A. Measure your progress
   B. Integrate customer loyalty programs and promotions
   C. Just because you built it doesn’t mean they’ll come
   D. Justify your monthly spending through product bundling
   E. Build your site around your customer
   F. Improve the quality of your products
   G. Make a selling plan
   Today, some 30% of small business owners don’t have a Web presence at all, while the vast majority who do are watching their sites sit stale, waiting and wanting for business. Where did things go wrong? There are common principles followed by those whose dreams of online success have become reality.
   【R1】______
   Thinking of your site as your online storefront, built around delivering the highest-quality customer experience from the moment your customer steps through the "door".
   Years ago, I worked with a woman who sold purses online through a home-built site that lacked critical e-commerce components. After a simple redesign including product descriptions, comprehensive navigation, and a secure, user-friendly ordering system, her revenue increased fivefold. And she began receiving rave reviews from customers impressed with the ease and convenience of the online shopping experience.
   【R2】______
   If you aren’t seeing a large volume of targeted traffic to your site, it’s time to up the ante.
   One of my past clients had a well-designed physical storefront, solid prices, and quality offerings. However, he wasn’t able to drive enough store traffic despite targeted advertising efforts in print publications and other offline venues. We decided to shift those ad dollars to an online pay-per-click campaign—in which the advertiser pays whenever someone clicks on its entry posted during the course of a site search based on keywords relevant to his business. The immediate impact was staggering. Online revenue soared tenfold to $1 million from $100,000 within only a few months.
   【R3】______
   Containing discounts, news, or friendly service reminders. Use discount promotional offers to stay in touch with past visitors to your site.
   One villa rental company had a Web site that generated very few calls and online bookings. I helped the company set up a "last minute deals" distribution list. By subscribing, site visitors would receive weekly e-mails offering 11th-hour discounts on villa rentals. As a result, the company captured contact information for thousands of possible customers, reduced its unused inventory to almost zero, and increased revenue significantly.
   【R4】______
   While pay-per-click Internet advertising is much more cost-effective than traditional media channels, bundling products together will not only increase your sales revenue, but also enable you to get more out of your per-click ad rates.
   A manufacturing company selling $50 items was having trouble justifying the cost of online keyword ads. By bundling products to create packages of $100 or more and advertising to wholesale customers looking to buy in bulk, the manufacturer dropped its sales representative agencies and focused on large-volume buyers, such as Wal-Mart and Target. Needless to say, the company had no trouble exceeding its yearly sales quota.
   【R5】______
   Your site may be live, but how is it performing?
   Armed with these simple lessons, vow to make your business realize the true promise of the Internet.
【R3】
选项
答案B
解析 在下文的论述中，作者给出了实施这一原则和建议的具体方法，包括打折、新闻和友好的提醒性服务。通过提供打折的促销活动来与网站的访问者保持联系。因此，接下来论述的内容至少应该与顾客忠诚或促销有关，甚至可能继续论述打折的销售手段。故可判断该题的小标题是“将顾客忠诚计划和促销手段结合在一起”。故B项为正确选项。
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