Make your best customers even better
文章探讨了超级消费者（重度使用且高度忠诚的品牌用户）在营销规划中的作用，并以卡夫食品的Velveeta奶酪为例，说明如何通过营销研究识别并促使他们购买更多产品。
The article considers marketing management. The role of superconsumers, consumers who both are heavy users of a brand name product and are highly committed to a particular product or brand, in marketing planning is examined. New product development and Internet marketing related to Velveeta brand cheese by Kraft Foods focused on such consumers which resulted in significant increases in sales is used as an example of how those consumers can be identified through marketing research and persuaded to purchase even more of a specific product. INSETS: FIVE MYTHS ABOUT SUPERCONSUMERS;One Retailer's Approach to Superconsumers.