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[GMAT阅读题讨论] PREP2012阅读第4篇第6题

icetong123 发表于 2015-1-8 18:33:12 | 显示全部楼层 |阅读模式
本帖最后由 icetong123 于 2015-1-9 10:21 编辑

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—t0 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 author of the passage suggests that which of the following is most likely to be true of a
customer who is exclusively loyal to a particular brand of product?
A. The customer probably began buying that brand of product only within the past year.
B. The customer is probably among the most profitable customers for the company that
manufactures that brand of product.
C. The customer is probably not a heavy consumer of that particular type of product.
D. The customer is probably a loyal customer when purchasing other types of products as
E. The customer probably sampled numerous brands of that type of product before
becoming loyal to a particular brand.




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