【GMAT考满分阅读RC题库】Customer loyalty programs are attempts to bond cus_真题_答案

GWD - 阅读RC - 323

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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 multibrand 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 primary purpose of the passage is to

Aquestion the notion that customer loyalty programs are beneficial
Bexamine the reasons why many customers buy multiple brands of products
Cpropose some possible alternatives to customer loyalty programs
Ddemonstrate that most customers are not completely loyal to any one brand of product or service
Ecompare the benefits of customer loyalty programs with those of other types of purchase incentive programs

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正确答案: A

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bonheurl

因为文章第二段的内容与D选项不符。主旨题必须符合全文每个角落。第二段说loyalty program的拥护者认为这个program有benefit，一个是老客户对价格不敏感，另一个是服务老客户的费用低。而作者接下来把这两个都否了。整个第二段没有讨论大部分客户是不是100%忠诚客户，主要反驳的是loyalty program这个项目的beneficial

2012-11-07 22:12:43 IP属地：保留地址举报

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王茶茶

反正第一段提出了对这个program的质疑：回头客不等于忠诚客户。第二段先写了支持这个program的人的辩解：事实表明回头客的服务成本比新客户低。但随即又反驳说这和忠诚客户有毛线关系？忠诚客户的服务成本和普通回头客都是一样的。最后又说了决定成本的其实是订单本身而不是客户，而且忠诚客户可能会期望打折，从而反倒不利于商家获利。所以全篇都在质疑这个“忠诚客户program”的获利性。

2019-06-30 16:10:18 IP属地：北京举报

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babylonia

就这一道都错了擦

2014-11-20 19:31:17 IP属地：局域网举报

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xinouxo

没看到advocates，以为作者说program有benefit。。。。
结构：Still, advocates 说有benefit
It is true that ...
However, it is not at all clear .....
说明作者和advocates观点相反

2016-04-25 08:20:22 IP属地：上海举报

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Coco_Guo

哪有这么出题的，就搞一道

2013-09-25 21:05:26 IP属地：局域网举报

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epcilon

靠，就一道，搞得时间好紧张，最后一题蒙的，结果居然蒙对了

2014-02-18 11:15:23 IP属地：局域网举报

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chenyuan727

刚开始完全没看到第二段。。。。。。。。

2019-01-15 17:56:45 IP属地：北京举报

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Cinnamon_H

用80/20来支持CLP，其实20里的真正的loyal只有10（通常是light），还有10（通常是heavy）是多品牌忠诚（exclusive loyal），那10%顾客也有可能是对手的10%，所以不能说CLP好
倡导者仍然说好，因为highly-loyal（10%）的成本低、对价格不敏感，成本确实比new consumer低，但是不能说明比其余的10%（other repeat consumer--divided consumer or exclusive loyal）低，并且highly-loyal也对价格敏感。

2018-05-30 10:15:29 IP属地：北京举报

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Cinnamon_H 回复 Cinnamon_H

所以整个文章没有重点说忠诚度的问题，只是通过忠诚度的例子，来说明其实CLP不是一个好主意，不能给企业带来benefit

2018-05-30 10:17:58 IP属地：北京举报

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Cinnamon_H 回复 Cinnamon_H

exclusive loyal应该是light的那10%，是绝对忠诚的那个10%，我上面写错了。。。

2018-05-30 10:29:09 IP属地：北京举报

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挂树枝上悠着

为什么不选D呢我直接把A排掉了，因为programs are beneficial只讲到第二段了啊？求大神解释

2018-11-28 19:12:52 IP属地：北京举报

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我太楠了

做的时候为什么没翻到第二段？

2019-11-21 00:00:59 IP属地：局域网举报

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正确率： 71%

难度：

选择材料题号

GWD

GWD
PREP07 Test 1
PREP07 Test 2
PREP2012
OG16
OG17
PREP08 Test 1
PREP08 Test 2
Manhattan
Magoosh
OG18
OG18-数学分册
OG18-语文分册
OG19
OG19-语文分册
OG19-数学分册
OG20
OG20-语文分册
OG20-数学分册

SET 1

题目来源

题目来源1:GWD

题目来源2:PREP2012

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bonheurl

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babylonia

xinouxo

Coco_Guo

epcilon

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Cinnamon_H

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Cinnamon_H 回复 Cinnamon_H

挂树枝上悠着

我太楠了

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