[轉貼]GWD28 --Q33

[studentC]

This is from CD. The post is valuable in the supplement information of the end.
(this essay is not difficult, but the answer may wrong.)

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.
客戶忠誠度營銷計劃，在于給忠實客戶提供激勵。

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.

80/20原則。

However, this profitable 20 percent are not necessarily loyal buyers,
especially in the sense of exclusive loyalty.
但這20％不一定是忠實客戶，尤其不一定是絕對忠實客戶。

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.
研究表明，僅有10％的客戶在一年中是某种品牌的絕對忠實客戶。

Moreover, 100-percent-loyal buyers tend to be light buyers of the product or
service.
而且，絕對忠實客戶多是非主力客戶。

"Divided loyalty" better describes actual consumer behavior,
since customers typically vary the brands they buy.
有區別的忠實更能恰當描述實際的客戶行為。

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.
這种客戶行為的原因其實很明顯：人們有不同的購買動機，
或者是唯一品牌，或者是优惠价格。

Most buyers who change brands are not lost forever; usually,
they are heavy consumers who simply (35) prefer to buy a number of brands.
大部分改变品牌的客戶還會回來的；通常他們是主力消費者，只不過樂於買多种品牌。

Such multi-brand loyalty means that one company's most
profitable customers will probably be its competitors' most profitable
customers as well.
這樣，公司之間的可盈利消費群是可能重疊的。

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.
鼓勵客戶忠誠的營銷計劃有益，其原因是為忠誠客戶提供服務的投入較低，并且价格彈性相對小。

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.
確實，新客户的初期投入高。

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.
但為何對極忠誠客戶和其他多次購買客戶投入不同則不是很清楚。

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.
投入的關鍵變量是訂單大小和類型，訂單的特殊與否，等等，而不是忠誠度。

As for price sensitivity, highly loyal customers may in fact come to
expect a price discount as a reward for their loyalty.
由于价格敏感性，極其忠實的客戶可能實際上會期望得到价格折扣，以作為忠誠回报。

33: The primary purpose of the passage is to
A: question the notion that customer loyalty programs are beneficial 同意。
B: examine the reasons why many customers buy multiple brands of products 細節
C: propose some possible alternatives to customer loyalty programs 無
D: demonstrate that most customers are not completely loyal to any one brand of product or service 局部內容。
E: compare the benefits of customer loyalty programs with
those of other types of purchase incentive programs 無
----------------------------------------------------
此題為本月機經 (From CD)--- 2005-10
補充GWD中 沒有問得問題
1）文章 support 那些 exceptional loyal buyer 會做以下哪种行為，我選了會 buy different brand occasionally.（差不多就那意思）
2） 還有一题問以下哪個 loyal buyer advocator 認為是 true 的,
我選 they thought that the cost of those loyal buyer will be low

[coulomb]

此題為本月機經 (From CD)--- 2005-10
補充GWD中 沒有問得問題
1）文章 support 那些 exceptional loyal buyer 會做以下哪种行為，我選了會 buy different brand occasionally.（差不多就那意思）
2） 還有一题問以下哪個 loyal buyer advocator 認為是 true 的,
我選 they thought that the cost of those loyal buyer will be low

1. exceptional loyal buyer我覺得是100-percent-loyal buyers的意思，所以有關他們的描述應該只有在這兩句: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.
而buy different brand應該是用來敘述 "divided loyalty" 的情況下的行為

2. 同意

請指教～

[aup6m3]

想問一下這篇文章的結構
作者最後是支持還是反對這個法則?
(看了很久還是沒結論)
謝謝

[scujean]

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.

1請問這句紅筆的地方，適用來修飾buyer的？

2.這句的意思：報告顯示只有10%的買家對於許多種常被買的消費品，是100%忠誠于特定品牌超過一年。 請問紅筆的翻譯是對的嗎？

[davidlee0222]

是滴
是修飾buyer
但中文反過來番比較容易懂

--研究顯示
"對於多種頻繁採購品而言,
只有10%的買主會對某品牌百分之百忠誠超過一年"

[scujean]

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.

請問or a brand 的主詞是people buy嗎？
就是說這句是people buy a brand may be the only one in stock or may offer better value because of a special deal.

請問buy 是動詞,後面又有一個may be,看不懂文法..

這句翻譯：人們買一個品牌,也許是現貨的唯一一個，(所以才會只買該品牌)，或許該品牌提供特價,因為特殊交易(如折扣)

[chvenson]

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.
文法上看起來 應該是兩句 S1+V1...,or S2+V2

翻翻看 不對請指教
造成此行為的原因是相當明確的 :(其一)人們買不同品牌是為了不同需要或為了其多樣性，或(其二)一個品牌是獨占市場(唯一有存貨的品牌)或因為特賣而提供更優惠的價格

[davidlee0222]

小弟的認知 僅供參考

冒號後是一整句話
共解釋了四種原因A B or C or D

這樣的消費行為相當單純
人們買不同品牌是在不同情境
或為了多樣性
也可能是架上只剩這牌
或因特別促銷提供更好價值(這裡可考infer:這裡所謂更好價值是講優惠價)