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单选题中级

2014-03-20

__________

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参考答案

D

答案解析

D。空白后一句提到需求和市场力是影响现代销售的重要方面，空白处起着一个总领的作用。

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1 回答题．

Focus on You r Customer

If you think of the most successful companies around the world -- GM, Wal-Mart, IBM, etc. they all have one thing in common: loyal custom-ers. It can cost ten to twenty times as much to ac-quire a customer as to retain one, so it's easy to understand why Customer Relationship Manage-ment is such a hot concept. But, while everyone understands CRM is a good thing, putting a CRM strategy together isn't easy. The place to start? A customer -- driven business model.
A．customer-driven business model is the most prudent method of ensuring customer loyalty because it fosters a better relationship with new and existing customers. Others such as market, price, cost or e-commerce-driven business models may generate profits, but fall short of sustaining a loyal customer base. At the heart of customer- driven business model is a clear understanding of the customer-not just customer trends (although this is useful information, too), but the buying habits and history of every one of your customers. This 360-degree view provides analytics from multiple channels (direct, web, fax, E-mail, call center, sales/marketing) and consolidates into a common repository. Monitoring buying habits and tracking market dynamics lets you more effectively market new and existing products and services.
If you think this is a daunting task, you aren't alone. Because most enterprises don't have a consolidated view of their customers, obtaining customer profit and cost information is often a herculean effort.
Implementing a CRM solution is usually a huge project with a high probability of failure. Some analysts suggest most businesses underestimate the cost of a CRM implementation by 40-75 percent.
In fact, a successful CRM will interface with ERP systems to provide integration with all customer interactions such as order processing, billing. Also, CRM strategies must include commitment and sponsorship from senior management, as it should be deemed a strategic investment that is implemented incrementally and evolutionarily. Understanding critical success factors, such as those listed in the " Key to CRM Success"
sidebar, mitigates the risks. First, start with a cultural change that focuses on a customer-centric business strategy. Make sure your organization is well aware of the high cost of customer attrition and is focused on improving retention, increasing loyalty. Understanding and broadcasting the cost of acquiring new customers versus fostering existing relationships.
Second, focus on an enterprise view of the customer that encompasses all customer data, such as communication history, purchasing behaviours, channel preferences, demographics, etc. Understand your customers' preferred channels and determine if there's some way to optimize them.
Adopt a flexible architecture that will expand with your business -- this is tree with any IT project.
Never deploy a strategic, costly solution using the big-bang approach. Always take an increment, evolutionary, or iterative approach. The impact to your organization can be significant, thus, proceed slowly and ensure the returns on investment measures are in nlze.
The first paragraph indicates that loyal customers

A．help reduce costs of the company．

B．are quite common around the world．

C．produce huge profits．

D．are costly to develop．

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2 According to the writer，a customer—driven business model ensure customer loyalty by

A．attaching great attention to customer’S buying inclination．

B．keeping track of what customers have pumhased．

C．having a panorama understanding of customers．

D．launching new products and services quickly．

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3 According to the article，to get customer information is considered to be

A．an effective marketing method．

B．easier if the company adopts a customer—driven business model．

C．an impossible task to accomplish by many companies．

D．difficult for a company with an integrated view of customers．

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