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 prefer to buy a number of brands. Such multiband loyalty means that one company's most profitable customers will probably be its competitors' most profitable customers as well.
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.
The second paragraph functions primarily to
propose solutions to certain problems inherent in customer loyalty programs
emphasize certain risks inherent in customer loyalty programs
address certain contentions put forth by advocates of customer loyalty programs
defend certain specific aspects of customer loyalty programs against criticism
reconcile competing viewpoints regarding the of customer loyalty programs
此讲解的内容由AI生成,还未经人工审阅,仅供参考。
正确答案是 C。该段落主要是对那些倡导顾客忠诚度计划的人提出的观点进行驳斥。文章中提到,有些人认为这种计划有益,因为服务忠诚的顾客的成本低,而且他们也不易受价格敏感度的影响。但文章又认为,成本的关键变量是订单的大小和类型,而不是高忠诚度和分忠诚度之间,又提到,很多顾客可能会期望从忠诚度计划中得到折扣。因此,C 选项正确,它主要是对那些倡导顾客忠诚度计划的人提出的观点进行驳斥。
最后一段是以advocater的说辞为中心的,所以不是两种观点,而是however开始是在评价advocater的观点哪里有问题
address:
to discuss, think about, or do something about a particular problem or question, especially with the aim of solving a problem
eg: This use of technology has enabled NatWest to address a problem facing many businesses across the UK.
-----from Longman
所以不能仅仅把address理解成解决问题,而是为solve a problem而去discuss\think about,重点是discuss和think about,感觉翻译为讨论、思考更为恰当
第二段仍然是在反驳+解释,并没有说明内在风险
C.解决了顾客忠诚项目支持者提出的观点?意思是解释➕反驳了观点???
P2的作用是针对advocates of loyalty programs提出的支持program的contention继续进行反驳, 而不是描述program会有的一些风险
怎么能提高阅读文章的速度呢?要么看的半懂不懂做题就错,看懂了就超时
同问
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与第一段一样,也是在反驳客户忠诚法维护者陈述的此方法的优点。address解决,解决其论点,即反驳+解释观点,要用英语思维理解
put forth 提出,发表,颁布
contention争论
C&D选项纠结中,然后发现是D选项没有看懂意思……
错选B,为什么不对?难道是因为defects不能说成inherent risks吗?
处理争端
求解,怎么理解这个address the contention, 处理(反驳?)了这个客户忠诚项目拥护者的意见吗,
address 感觉在这里是”处理“
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没看懂contentions是吵架的意思……另外做题速度真心慢啊…………