数据库毕业设计---外文翻译.docVIP

附 录 附录A: 外文资料翻译－原文部分： CUSTOMER TARGETTING The earliest determinant of success in the development of a profitable card scheme will lie in the quality of applicants that are attracted by the marketing effort. Not only must there be sufficient creditworthy applicants to avoid fruitless and expensive application processing, but it is critical that the overall mix of new accounts meets the standard necessary to ensure ultimate profitability. For example, the marketing initiatives may attract sufficient volume of applicants that are assessed as above the scorecard cut-off, but the proportion of acceptances in the upper bands may be insufficient to deliver the level of profit and lesser bad debt required to achieve the financial objectives of the scheme. This chapter considers the range of data sources available to support the development of a credit card scheme and the tools that can be applied to maximize the flow of applications from the required categories. Data availability The data that makes up the ingredients from which marketing campaigns can be constructed can come from many diverse sources. Typically, it will fall into four categories: 1 the national or regional register of voters; 2 the national or regional register of court judgments that records the outcome of creditor-debtor legislation; 3 any national or regional pooled information showing the credit history of clients of the participating lenders; and 4 commercially compiled data including and culled from name and address lists, survey results and other market analysis data, e.g. neighborhoods and lifestyle categorization through geo-demographic information systems. The availability and quality of this data will vary from country to country and bureau to bureau. Availability is not only governed by the extent to which the responsible agency has undertaken to record it, but also by the feasibility of accessing the data and the extent (if any) to which local consumer legislation or other considerations (e.