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  3. Customer Targeting Finding and keeping loyal and

Customer Targeting Finding and keeping loyal and

游客2025-05-11  2
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. [br] MBNA’s strategy is to attract 4,300 types of affinity groups as its customers.
选项 A、Right
B、Wrong
C、Doesn’t say
答案 B
解析 题干在设置上是对原文信息点的杂糅。文中信息点“MBNA，a credit card company，targets specific affinity groups whosemembers have above—average earning：spots clubs，universities and associations．Thecompany produced Visas and Mastercards for 4，300 such groups，usually with personalIogos,…”指出：MBNA这家信用卡公司把体育俱乐部、大学和协会等一些同类的团体作为目标，这些团体成员的收入超过平均收入水平。该公司为4300个这样的团体制作Visa信用卡和Mastercard信用卡，通常还带有个人标志。而题干意为：MBNA的战略是吸引4300种同类团体作为客户。根据原文，同类团体只提到体育俱乐部、大学和协会三种，其个数确实为4300个，但是题干说的是这些同类集团的种类是4300，与原文不符，故答案为B。
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