首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read the article below about relationship with customers. For each question(23-28)on the opposite page, choose the correct answe
Read the article below about relationship with customers. For each question(23-28)on the opposite page, choose the correct answe
admin
2013-11-18
34
问题
Read the article below about relationship with customers.
For each question(23-28)on the opposite page, choose the correct answer.
Mark one letter(A, B or C)on your Answer Sheet.
Although it is nothing new for companies to build relationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possible to build up individual relationships with clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing aims to increase sales through deliberate efforts to retain customers and promote two-way communication with them — and new technology has made communication possible with a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales. The building of good personal relationships with customers is usually integral to the management of small businesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to, say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and become familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.
The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, thanks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retailers can use store cards to obtain detailed background information about customers’ ages, salaries and lifestyles, and point-of-sale technology can be used to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while detailed analyses can be carried out on ever more powerful computers. Companies are thus able to target individuals amongst their thousands of customers with unique promotions or information matched to their backgrounds and to their purchasing tendencies. Thirdly, companies feel a need to use relationship marketing because of increased competition: amassing knowledge a-bout customers and building up customer relationships through interactive contact can enable organizations to differentiate their products or services more easily form those of competitors. However, relationship marketing is not always the right route for organizations to take, and is not appropriate for all customers. Some bank customers, for example, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had. Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales areas where the investment and effort will be worthwhile. Many organizations have found the approach to be very rewarding in terms of customer retention and related profitability, but relationship marketing is still a developing field and is neither cheap nor easy to operate. It involves an integrative approach which draws marketing, quality and customer service together; it also depends upon developing the capacity of every employee — particularly front-line staff — to market the goods or services of the organization in a customer-focused way; and finally, it can require heavy investment in appropriate information technology.
In the first paragraph, the writer describes relationship marketing as
选项
A、an idea that has passed in and out of fashion over the last few years.
B、a term used for an activity that used to exist in a more basic form.
C、a way for a company to analyze its profitability.
答案
C
解析
由文中第一段“The information gatheredforms the basis of highly technical analyses of customer purchasing and profitability,which can beused to increase sales.”可见,基于高科技分析的顾客购买力的信息,可以用来提高销售量。
转载请注明原文地址:https://jikaoti.com/ti/1RrYFFFM
本试题收录于:
BEC初级阅读题库BEC商务英语分类
0
BEC初级阅读
BEC商务英语
相关试题推荐
Readthearticlebelowaboutthejobadvertisement.Inmostofthelines34—45thereisoneextraword.Itiseithergrammatical
ReadthisarticleabouttheeffectoftheAsiancrisisonLatinAmericancountries.ChoosethecorrectwordfromA,B,CorDt
ReadthisarticleabouttheeffectoftheAsiancrisisonLatinAmericancountries.ChoosethecorrectwordfromA,B,CorDt
Readtheletterbelow.ChoosethebestwordtofillineachgapfromA,B,CorDontheoppositepage.Foreachquestion19—33
ABangkokrose2percentonthedayand3.4percentovertheweekasbuyersmovedintolargemarketcapitalizationstocks.T
Readthistextbelowabouttheaircraft,andanswerquestions13—18.Itlookedjustlikeanotheraircraftfromtheoutside.
Readthearticleaboutthecashbasicofaccounting.Choosethebestwordtofilleachgap,fromA,B,CorD.Foreachquestion
Readthearticlebelowabouttheroleofexecutiverecruitmentagencies.Choosethebestsentencefromtheoppositepagetofill
ReadthistextaboutanItaliancarcompany.Choosethebestwordtofillineachgap.Foreachquestion(19—33)markoneletter
Readthearticlebelowaboutthechangingroleofhumanresourcesdepartments.Choosethebestsentencefromtheoppositepage
随机试题
下列关于生长叶的说法不正确的是
脐上4寸,前正中线旁开2寸的腧穴是
1964年世界医学大会颁布、又经过多次修订的关于医学实验的医学伦理文件是
关于正当防卫,下列表述正确的有哪些?
对中国古代皇家园林特征及功用的正确表述有()。
2020年1—6月,全国规模以上工业企业实现利润总额25114.9亿元,同比下降12.8%,降幅比1—5月收窄6.5个百分点。采矿业实现利润总额1647.0亿元,同比下降41.7%;制造业实现利润总额21223.0亿元,下降9.8%;电力、热力、燃气及水生
作家肖伯纳说“人生有两大悲剧,一是没有得到你心爱的东西,另一是得到了你心爱的东西”;学者周国平则说“人生有两大快乐,一是没有得到你心爱的东西,于是你可以去寻求和创造,另一是得到了你心爱的东西,于是你可以去品味和体验”。从哲学角度看,两个观点存在差异的主要原
根据ISO网络管理标准体系的规定,()用于对管理对象的行为和通信活动的有效性进行管理。
"Mostepisodesofabsent-mindedness--forgettingwhereyouliftsomethingorwonderingwhyyoujustenteredaroom--arecausedby
______shecouldn’tunderstandwas______moreandmoreyoungpeopleliketofollowsuitinsteadofkeepingtheirownstyles.
最新回复
(
0
)