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Customer Targeting Finding and keeping loyal and

游客2025-05-11  0
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] Only by adopting the strategies to target loyal customers can companies accomplish more in their future development.
选项 A、Right
B、Wrong
C、Doesn’t say
答案 C
解析 题干在设置上钻逻辑的空子，其提出的叙述是文中没有清楚交待的。文中信息点“Loyalty-based strategies yield spectacular results for some companies．”指出：以忠实客户为基础的战略会对某些公司产生惊人的效果。而题干意为：只有通过采用以忠实客户为目标的策略，公司才能有长足的发展。文中内容重点在于阐述该战略有利于公司的商业发展，采取此战略的一些公司取得了显著的成功，全文侧重点在此，但并没有表明这种方法是否是让公司在未来的发展中取得更大成就的唯一途径，故答案为C。
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