急求GWD 28 中阅读

有哪位xdjm 们能帖下GWD28中有关 80-20法则那篇的阅读,

谢谢啊,

或者给个下GWD28 的连接 谢谢了

Customer loyalty programs are

            attempts to
bond customers to a com-

            pany and
its products and services by

Line     offering
incentives—such as airline

  (5)      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

(10)     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

(15)     exclusive loyalty.  Studies have dem-

onstrated that only about 10
percent

of buyers for many types of
frequently

purchased
consumer goods are

100 percent loyal to a particular
brand

(20)     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

(25)     customers typically vary the brands

they buy.  The reasons for this

behavior are fairly
straightforward:

people buy different brands for
dif-

ferent occasions or for variety,
or a

(30)     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 multibrand
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
bene-

ficial because the costs of
serving

highly loyal customers are lower,
and

because such loyal customers are
less

(45)     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
cus-

(50)     tomer.
However, it is not at all clear

why the costs of serving a highly
loyal

customer should in principle be
differ-

ent from those of serving any
other

type of repeat customer.  The key

(55)     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

(60)     customers may in fact come to expect

a price discount as a reward for
their

loyalty.

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Q33:

The primary purpose of the passage is to

1. question
        the notion that customer loyalty programs are beneficial
2. examine
        the reasons why many customers buy multiple brands of products
3. propose
        some possible alternatives to customer loyalty programs
4. demonstrate
        that most customers are not completely loyal to any one brand of product
        or service
5. compare
        the benefits of customer loyalty programs with those of other types of
        purchase incentive programs

Answer:

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Q34:

Missing!

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Q35:

Missing!

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Q36:

Missing!