GWD-28-33

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.

同意，但是其实a的表达对于这篇文章来说并不算最好的，可是选无可选，只有选这个了～

请问or a brand 的主词是people buy吗？
就是说这句是people buy a brand may be the only one in stock or may offer better value because of a special deal.

请问buy 是动词,后面又有一个may be,看不懂文法..

这句翻译：人们买一个品牌,也许是现货的唯一一个，(所以才会只买该品牌)，或许该品牌提供特价,因为特殊交易(如折扣)

   快考试了，请大家解救..谢谢

我想请问33题为什么不能选D

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

文章开头不是就说80/20法则，但这20%里并不是所有人都是真正的忠诚顾客吗？我完全没有找到文章是如何对顾客忠诚度项目是有利的这个观点提出疑问啊。文中有说顾客忠诚度这个项目是有利的吗？

我的阅读实在是太菜了，晕，望指教！

同问，我也选D，感觉A的说法不对啊，文中只是说loyalty program并没有得到真正的忠实客户，并没有做成本收益分析说它没有好处啊？请NN指点，谢谢！

However, this profitable 20 percent are not necessarily loyal

buyers, especially in the sense of exclusive loyalty.

所以选A是吗？

我也是这样认为的，为什么我的GWD-TN答案是E呢？？？

.....   我觉得最后这一段才是作者表态的关键段落吧,文章的主旨应该是落在这一段的。

一段拙见，我主旨题一向做不好的，大家多发表意见