[求助][求助]最新的GWD28－4阅读

Customer loyalty programs are attempts to bond customers to a 

company and its products and services by offering incentives – such 

as airline frequent flyer programs or special credit cards with 

valuable benefits – to loyal customers. In support of loyalty 

programs, companies often invoke the "80/20" principle, which 

states that about 80 percent of revenue typically comes from only 

about 20 percent of customers. However, this profitable 20 percent 

are not necessarily loyal buyers, especially in the sense of exclusive 

loyalty. Studies have demonstrated that only about 10 percent of buyers

 for many types of frequently purchased consumer goods are 100 

percent loyal to a particular brand over a one-year period. Moreover, 

100-percent-loyal buyers tend to be light buyers of the product or 

service. "Divided loyalty" better describes actual consumer behavior, 

since customers typically vary the brands they buy. The reasons for 

this behavior are fairly straightforward: people buy different brands 

for different occasions or for variety, or a brand may be the only 

one in stock or may offer better value because of a special deal. 

Most buyers who change brands are not lost forever; usually, 

they are heavy consumers who simply (35) prefer to buy a number 

of brands. Such multi-brand loyalty means that one company's most 

profitable customers will probably be its competitors' most profitable 

customers as well. (40) Still, advocates of loyalty programs contend 

that such programs are beneficial because the costs of serving highly 

loyal customers are lower, and because such loyal customers are less

 price sensitive than other customers. It is true that when there are 

start-up costs, such as credit checks, involved in serving a new 

customer, the costs exceed those of serving a repeat customer.  

However, it is not at all clear why the costs of serving a highly 

loyal customer should in principle be different from those of 

serving any other type of repeat customer. The key variables 

driving cost are size and type of order, special versus standard 

order, and so on, not high-loyalty versus divided-loyalty customers. 

As for price sensitivity, highly loyal customers may in fact come to 

expect a price discount as a reward for their loyalty.

mm，小声问一下，gwd28是哪里的题目？

Customer loyalty programs are attempts to bond customers to a 

company and its products and services by offering incentives – such 

as airline frequent flyer programs or special credit cards with 

valuable benefits – to loyal customers. 

客户忠诚度营销计划，在于给忠实客户提供激励。

In support of loyalty 

programs, companies often invoke the "80/20" principle, which 

states that about 80 percent of revenue typically comes from only 

about 20 percent of customers. 

80/20原则。

However, this profitable 20 percent 

are not necessarily loyal buyers, especially in the sense of exclusive 

loyalty. 

但这20％不一定是忠实客户，尤其不一定是绝对忠实客户。

Studies have demonstrated that only about 10 percent of buyers

 for many types of frequently purchased consumer goods are 100 

percent loyal to a particular brand over a one-year period. 

研究表明，仅有10％的客户在一年中是某种品牌的绝对忠实客户。

Moreover, 100-percent-loyal buyers tend to be light buyers of the product or 

service. 

而且，绝对忠实客户多是非主力客户。

"Divided loyalty" better describes actual consumer behavior, 

since customers typically vary the brands they buy. 

有区别的忠实度更能恰当描述实际的客户行为。

The reasons for this behavior are fairly straightforward: people buy different brands 

for different occasions or for variety, or a brand may be the only 

one in stock or may offer better value because of a special deal.

这种客户行为的原因其实很明显：人们有不同的购买动机，或者是唯一品牌，或者是优惠价格。

Most buyers who change brands are not lost forever; usually, 

they are heavy consumers who simply (35) prefer to buy a number 

of brands. 

大部分改变品牌的客户还会回来的；通常他们是主力消费者，只不过乐于卖多种品牌。

Such multi-brand loyalty means that one company's most 

profitable customers will probably be its competitors' most profitable 

customers as well. 

这样，公司之间的可盈利消费群是可能重叠的。

(40) Still, advocates of loyalty programs contend 

that such programs are beneficial because the costs of serving highly 

loyal customers are lower, and because such loyal customers are less

 price sensitive than other customers. 

鼓励客户忠诚的营销计划有益，其原因是为忠诚客户提供服务的投入较低，并且价格弹性相对小。

It is true that when there are 

start-up costs, such as credit checks, involved in serving a new 

customer, the costs exceed those of serving a repeat customer.

确实，新客户的初期投入高。

However, it is not at all clear why the costs of serving a highly 

loyal customer should in principle be different from those of 

serving any other type of repeat customer. 

但为何对极忠诚客户和其他多次购买客户投入不同则不是很清楚。

The key variables driving cost are size and type of order, special versus standard 

order, and so on, not high-loyalty versus divided-loyalty customers.

投入的关键变量是订单大小和类型，订单的特殊与否，等等，而不是忠诚度。

As for price sensitivity, highly loyal customers may in fact come to 

expect a price discount as a reward for their loyalty.

由于价格敏感性，极其忠实的客户可能实际上会期望得到价格折扣，以作为忠诚回报。

33: The primary purpose of the passage is to

A: question the notion that customer loyalty programs are beneficial       同意。

B: examine the reasons why many customers buy multiple brands of products            细节

C: propose some possible alternatives to customer loyalty programs        无

D: demonstrate that most customers are not completely loyal to any one brand of product or service     局部内容。

   E: compare the benefits of customer loyalty programs with those of other types of purchase incentive prog            无

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