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  60
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.
Technology paves the way for Levi-Strauss to retain loyal customers.
选项 A、Right
B、Wrong
C、Doesn’t say
答案A
解析 该题干运用的改写方法是对信息点内容的具体化。文中信息点“Technology is creating unprecedented opportunities to build a loyalconsumer base by customising products．”指出：科技通过给客户定制产品的方式创造着构建忠实的客户群的前所未有的机遇。由计算机在为客户定制商品中的应用可以推出：科技手段的运用有利于使客户满意，进而有利于留住客户，这正是本段的中心内容。而题干意为：科技手段的运用为Levi—Strauss公司留住客户铺平了道路。这与原文意思相符，故答案为A。
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