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[单项选择]The MiSmanagement of Customer Loyalty
The best customers, we’re told, are loyal ones. They cost less to serve, they’re usually willing to pay more than other customers. and they often act as word-of-mouth marketers for your company. Win loyalty, therefore, and profits will follow as night follows day. Certainly that’s what CRM software vendors—and the armies of consultants who help install their systems—are claiming. And it seems that many business executives agree. Corporate expenditures on loyalty initiatives are booming：The top 16 retailers in Europe, for example, collectively spent more than $1 billion last year。Indeed, for the last ten years, the gospel of customer loyalty has been repeated so often and so loudly that it seems almost crazy to challenge it.
But that is precisely what some of the loyalty movement’s early believers are starting to do. Take the case of one high-tech corporate service provider. This company set up an elaborate costing scheme
A. producers.
B. suppliers.
C. salespeople.
D. vendors.
[填空题]Increasing Customer Loyalty
Customers are not revolutionaries. They are attracted to the certainty of knowing that
what they buy it will be good value for money or will perform a particular task effectively.
34．They are cautious but their loyalty, without once achieved, is the key to business success.
35．Brands can help to create customer loyalty by providing them a signpost to certainty and
36．safety. Ideally, when a customer sees a product, it leads to a range of positive thoughts
37．so that the product is bought. Unluckily, only a small number of products have
38．reached to this level. While everyone in business is aware of the need to attract and
39．retain customers, that they often overlook the second, more important, half of the
40．equation. In the excitement of beating against the competition and securing orders,
41．managers often cannot ensure that the customer remains a customer. It has been
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