商务英语扩展阅读：获取客户的成本

如何利用广告投入及品牌效应有效获取客户，是各大公司营销人员必须面对和思考的问题。市场营销话题权重在BEC考试近年来的考试中所占的比重越来越高，下面的一段对话及解析主要围绕客户获取成本的计算方法以及相关途径展开。

Customer Acquisition Cost 获取客户的成本

Q：Hi Jeff, come in. we are trying to figure out our customer acquisition cost. Do you know how?

嗨，杰夫，请进。我们想要知道我们的获取客户成本。你知道该怎么做吗？

A: Sure, we spent about 100,000 on marketing last year, right? How much total cost for the sales department?

好的，我们去年在营销方面花了约十万，对么？销售部门总共花了多少钱？

Q: We spent about 200,000 on the sales department including salaries and bonuses. So what is the cost per customer?

销售部门我们一共花了二十万，包括员工工资和红利。所以每位客户的成本是多少？

A: Then divide by the 30,000 customers we got last year. We spend 10 to add every new customer.

然后我们将三万除以去年客户总人数。每位客人我们花了10元。

Customer acquisition costs are high, but customer retention is the key to a successful business. Getting customers is one of the key tasks for any business. Some business advertise to let people know about their product, then tell the customer where to buy it. Other businesses use word of mouth. They ask or just trust that their customers will tell their friends about their service. Other customers do not advertise, they just locate their store in a high traffic area. This brings in foot traffic with no need to advertise. The Internet has lowered the cost of finding customers for some items, like online auction or C2C sites.

获取客户的成本很高，但是保持客户又是企业成功的关键。获得客户是商务活动中的关键任务之一。许多公司通过广告让人们了解他们的产品，然后告诉客户去哪里购买，还有一些采用众口相传的方法，他们让客户或者相信客户会将它们的产品介绍给他们的朋友。还有一些公司他们不做广告，但是选择徒步人流密度高的地方开店。这样根本不需要广告就会有很多客户。对于很多行业来说，英特网帮助他们降低了成本，例如网上拍卖或个人对个人的网上交易。

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