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  3. Customer Targeting Finding and keeping loyal and

Customer Targeting Finding and keeping loyal and

游客2025-05-11  15
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] The success of MBNA demonstrates that finding the right customers, especially profitable ones, is crucial to business development.
选项 A、Right
B、Wrong
C、Doesn’t say
答案 A
解析 该题干是对原文内容的引申。文中信息点“MBNA’s strategy is hitting the bull’s eye：the average balance held by itscardholders is three times the national average．”指出：MBNA公司的战略抓住了问题的关键，该公司信用卡持有人的帐户平均结余是全国平均水平的三倍。由此句与前文中关于恰当客户的论述可见，该公司正是因为找到经济基础雄厚的客户群而取得成功的。而题干意为：MBNA公司的成功表明找到恰当的客户，尤其是在其身上有利可图的客户，对商业发展至关重要。这与原文意思一致，故答案为A。
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