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  3. Customer Targeting Finding and keeping loyal and

Customer Targeting Finding and keeping loyal and

游客2025-05-11  20
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] In Levi-Strauss’ customising system, a woman can use a computer to send the measurements that she has taken to the factory.
选项 A、Right
B、Wrong
C、Doesn’t say
答案 B
解析 该题干是对文中若干信息点的断章取义。文中信息点“A computer picks out exactly the right size and sends the woman’sspecifications to the factory．”指出：计算机正确测量出女顾客的身材尺寸，并将其规格发送至工厂。本题关键点在于此句中“pick out”并非意为“挑出、捡出”，而是意为“测量出”；而题干意为：在Levi-Strauss公司的订制系统中，一位女士可以在自己测量身材尺寸后通过计算机将数据发往工厂。与原文对照可知其错误，故答案为B。
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