外文翻译--集团采购网上：一个对价格发现机制的比较.docVIP

外文原文 Group Buying on the Web: A Comparison of Price-Discovery Mechanisms Takes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Asserts that building customer loyalty is a business strategy, not just a marketing program and that all businesses should seek to boost loyalty and maximize share of customer. Explores the various approaches to structuring customer loyalty strategies. Uses some real-world examples to illustrate different approaches. Provides a consistent framework for developing a loyalty strategy and program. Offers insight to reduce the amount of time required to develop a loyalty strategy and touches on ways to help marketers avoid some classic mistakes. Maintains that the pursuit of customer loyalty is a perpetual one - more of a journey than a destination. Introduction There is a worldwide trend toward loyalty marketing. Companies in most industries are studying, evaluating or implementing loyalty strategies and programs aimed at cultivating strong relationships with their best customers. The reasons for this emphasis on loyalty are varied. Certainly, the proliferation and fragmentation of media options make it more difficult to reach and acquire new customers, placing an inordinate burden on companies to keep current customers happy. Beyond the media reach challenges, customer audiences are more busy and, as a result, less inclined to consume and interpret all the messages they receive. More households now have both adults working, leaving less time for the consumption of marketing messages. More managers in business are working long hours for a variety of reasons, leaving less time for the consumption of marketing messages aimed at their business. Loyalty marketing is a popular topic among marketers. The Direct Marketing Association, the world’s largest and foremost organization for direct marketing professionals, reports that the most heavily attended sessions at their annua