|
我也是台湾的G友，在此为了感谢大家的无私，也找了一篇jj回报，这篇是findjuhl所做的版本编号第二十一的顾客忠诚度那篇
GWD-28-Q33-Q36 顾客忠实度和80－20法则
（版本1）是business的，所以记得比较清楚，比较长，但很好看懂。讲
consumer loyalty.
第一段：现在的公司都很注重consumer loyalty，并且他们相信2/8定律：80%的利润都来自20%的消费者身上。这时，作者引用了一个study，该study表明：其实这20%的消费者中有一半都不是loyal consumer。他们经常换品牌。说了下他们经常换品牌的原因，最后提出一个观点：loyalty might be referred to series of brands, rather than a single one. Thus. The most loyal consumer of ur company may also be the most loyal one of ur competitors.
第二段：大概讲了下公司注重loyal customer是没有道理的。讲了几个原因。
另补充题目：
补充GWD中 没有问得问题
1）文章support那些exceptional loyal buyer 会做以下哪种行为，我选了会buy different brand occasionally.（差不多就那意思）
2） 还有一题问以下哪个loyal buyer advocator 认为是true的,我选they thought that the cost of those loyal buyer will be low
（版本2）品牌忠诚度
第1段：某些人信守80/20的规则，认为企业收益来自于那20%的忠诚顾客。他们支持基于品牌忠诚度的商业项目，相信确实有100%的单一品牌忠诚。但事实上，只有10%的人具备这种忠诚，而且这10%的人都无法达到100%的绝对忠诚。但是，作者并不排除某种程度上的品牌忠诚，并提出在实际情况中，这种忠诚不是针对单一品牌的，而是对多个品牌联合具有忠诚。
第2段：advocators of brand loyalty program相信可以通过抬高价格的手段从忠诚顾客那里获得利益保证，因为这些人对价格不敏感。但是作者认为这种想法很幼稚，因为忠诚客户可能会认为自己享受更多的优惠政策，以作为对他们的忠诚的回报。
（版本3）730 customer loyalty那道。问题好像前面的机井提到过的。其中有一道，文章认为exceptional loyal customer会怎样？有个选项是这些人期望得到price discount。我选了这个。Q33 to Q36: 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. -------------------------------------------------------------------------------- Q33: The primary purpose of the passage is to - question the notion that customer loyalty programs are beneficial
- examine the reasons why many customers buy multiple brands of products
- propose some possible alternatives to customer loyalty programs
- demonstrate that most customers are not completely loyal to any one brand of product or service
- compare the benefits of customer loyalty programs with those of other types of purchase incentive programs
| 
京公网安备11010202008513号 京ICP证101109号 京ICP备12012021号
发表于 2006-10-20 23:58:00
