首页
登录
职称英语
•Read the article below about customer loyalty on the opposite page. •Fo
•Read the article below about customer loyalty on the opposite page. •Fo
游客
2025-05-20
5
管理
问题
•Read the article below about customer loyalty on the opposite page.
•For each question 13-18, mark one letter(A, B, C or D)for the answeryou choose.
The MiSmanagement of Customer Loyalty
The best customers, we’re told, are loyal ones. They cost less to serve, they’re usually willing to pay more than other customers. and they often act as word-of-mouth marketers for your company. Win loyalty, therefore, and profits will follow as night follows day. Certainly that’s what CRM software vendors—and the armies of consultants who help install their systems—are claiming. And it seems that many business executives agree. Corporate expenditures on loyalty initiatives are booming:The top 16 retailers in Europe, for example, collectively spent more than $1 billion last year。Indeed, for the last ten years, the gospel of customer loyalty has been repeated so often and so loudly that it seems almost crazy to challenge it.
But that is precisely what some of the loyalty movement’s early believers are starting to do. Take the case of one high-tech corporate service provider. This company set up an elaborate costing scheme to track the performance of its newly instituted loyalty programs. The scheme measured not only direct product costs for each customer but also all associated advertising, service, sales force, and organizational expenses. After running the scheme for five years, the company was able to determine the profitability of each of its accounts over time. Executives were curious to see just what payoff they were getting from their $2 million annual investment in customer loyalty.
The answer took them by surprise. About half of those customers who made regular purchases for at least two years—and were therefore designated as ‘loyal’—barely generated a profit. Conversely, about half of the most profitable customers were blow-ins, buying a great deal of high-margin products in a short time before completely disappearing.
The research findings echo that company’s experience. Some experts have been studying the dynamics of customer loyalty and have found that the relationship between loyalty and profitability is much weaker—and subtler—than the proponents of loyalty programs claim. Specifically, they discovered little or no evidence to suggest that customers who purchase steadily from a company over time are necessarily cheaper to serve, less price sensitive, or particularly effective at bringing in new business.
Indeed, in light of their findings, many companies will need to reevaluate the way they manage customer loyalty programs. Instead of focusing on loyalty alone, companies will have to find ways to measure the relationship between loyalty and profitability so that they car better identify which customers to focus on and which to ignore. The experts have found. a new methodology that will enable managers to determine far more precisely than most existing approaches do just when to let go of a given customer and so dramatically improve the returns on their investments in loyalty. [br] According to the research findings, the customers who will bring in more profit are those who
选项
A、are regarded as loyal customers.
B、happen to buy the products frOm a company.
C、trust the quality of the products frOm a company.
D、care little about prices of the products.
答案
B
解析
从第三段最后一句话“Conversely, about half of the most profitable customers were blow-ins, buying a great deal of high-margin products in a short time before completely disappearing. ”可知能给公司带来更多利润的是那些偶尔来此购物的顾客。本句中的“blow-ins”是相对于regular customers而言的,指那些偶尔来此购物的顾客。选项A
转载请注明原文地址:http://tihaiku.com/zcyy/4084951.html
相关试题推荐
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•Readthearticlebelowabouttraining.•Choosethebestwordtofilleachgap
•ReadthearticlebelowaboutproblemsintheITindustry,andthequestionson
•ReadthearticlebelowaboutproblemsintheITindustry,andthequestionson
随机试题
Thetouristspassedabeautifulpark,in________alotoflocalpeopleweredoi
Aprojectlikelytoevolvein.thenearorintermediatefutureisspacetour
Doyouwanttoliveforever?Bytheyear2050,youmightactuallygetyourw
[originaltext]InAmerica,wherelaborcostsaresohigh,"do-it-yourself"i
A.浙贝 B.石菖蒲 C.天麻 D.姜黄 E.狗脊切面白色,质脆,有粉性
游客被蜈蚣蜇伤后,导游员正确的处理方法是( )。A.可用肥皂水冲洗 B.可用
施工总承包单位与分包单位依法签订了“内墙抹灰工程分包协议”,在建设单位组织竣工验
物业基本情况不包括()。A:服务费用B:物业类型C:坐落位置D:物业名称
功能清热泻火,除烦止渴,配伍后相须为用,主治气分热证,阳明经热证,肺热喘咳,胃火
电气工程分项工程应按电气设备或()进行划分。A.电气线路 B.使用功能
最新回复
(
0
)