Question

Everyone in business has been told that success is all about attracting and retaining(留住) customers. It sounds simple and achievable. But,   41   , words of wisdom are soon forgotten. Once companies have attracted customers they often    42   the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers     43    become carried away. They forget what they regard as the boring side of business---    44   that the customer remains a customer.

     45   to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the    46     company loses between 10 and 30 percent of its customers every year. In constantly changing    47    , this is not surprising. What is surprising is the fact that few companies have any idea how many customers they have lost.

Only now are organizations beginning to wake up to these lost opportunities and calculate the   48  implications.     49    the number of customers a company loses can make a big    50   in its performance. Research in the US found that a five percent decrease in the number of defecting(流失的) customers led to    51   increases of between 25 and 85 percent.

In the US, Domino’s Pizza estimates that a regular customer is     52    more than five thousand dollars over ten years. A customer who receives a poor quality product or     53    on their first visit and    54     never returns, is losing the company thousands of dollars in   55    profits (more if you consider how many people they are likely to tell about their bad experience).

The logic behind cultivating customer   56    is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to     57   them”, says Adrian Payne of Cornfield University’s School of Management. “Research suggests that there is a close relationship between retaining customers and making profits.     58     customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price    59   , and may provide free word-of-mouth advertising. Retaining customers also makes it   60  for competitors to enter a market or increase their share of a market.”

1.	A．in particular B．in reality C．at least D．first of all

2.	A．emphasize B．doubt C．overlook D．believe

3.	A．tend to B．contribute to C．appeal to D．devote to

4.	A．denying B．ensuring C．arguing D．proving

5.	A．Moving B．Hoping C．Starting D．Failing

6.	A．average B．ordinary C．normal D．usual

7.	A．markets B．tastes C．prices D．expenses

8.	A．cultural B．social C．financial D．economical

9.	A．Cutting up B．Cutting through C．Cutting in D．Cutting down

10.	A．promise B．plan C．mistake D．difference

11.	A．cost B．opportunity C．profit D．budget

12.	A．worthy B．worth C．value D．price

13.	A．service B．delivery C．order D．promotion

14.	A．as a result B．on the whole C．in conclusion D．on the contrary

15.	A．huge B．potential C．extra D．reasonable

16.	A．beliefs B．loyalty C．interest D．habits

17.	A．altering B．understanding C．keeping D．attracting

18.	A．Established B．Assumed C．Respected D．Unexpected

19.	A．Sensitive B．friendly C．flexible D．agreeable

20.	A．unfair B．convenient C．difficult D．essential

Answer

1.B

2.C

3.A

4.B

5.D

6.A

7.A

8.C

9.D

10.D

11.C

12.B

13.A

14.A

15.B

16.B

17.C

18.A

19.A

20.C

【解析】文章讲述了很多公司把很多精力放在了吸引顾客的方面却很少去关注如何留住老客户。文章讲述了留住老客户的重要性。

1.B 短语辨析。A尤其；B实际上；C至少；D首先；这里是指事实上，明智的话经常被忘记。

2.C 代词辨析。这里是指这家公司忽视了另外一方面。

3.A 上下文串联。管理者往往会变得忘乎所以。

4.B 上下文串联。这里是指他们忘记了要保证顾客还是顾客。

5.D 上下文串联。这里是指不能留住顾客和吸引顾客会让公司失去很多。

6.A 形容词辨析。这里是指每个公司评价每年损失百分之10-30的顾客。

7.A 名词辨析。这里是指在不断变化的市场上，这是常有的事情。

8.C 形容词辨析。只有现在组织开始唤醒那些失去的机会，并计算出经济的影响。

9.D 上下文串联。一个公司失去的客户数量的减少可以产生很大的影响。

10.D 固定词组。Make a difference产生影响。解析同上。

11.C 名词辨析。在美国的研究发现人数减少5%(流失的)客户至利润25至85%的升幅。

12.B 上下文串联。一个普通的客户是价值5000美元以上的超过十年

13.A 上下文串联。一位顾客接收质量差的产品或服务,在首次访问以后结果就再也不来了、

14.A 上下文串联。解析同上、

15.B 形容词辨析。是指这样会让公司损失潜在的利润。

16.B培养顾客忠诚背后的逻辑是无法否认的

17.C 上下文串联。上文说很多公司聚焦于吸引顾客，却忘记了要留住顾客，keep表示留住。

18.A 上下文串联。已经留住的顾客倾向于购买更多的，是可以预见的成本通常低于新客户提供服务。

19.A 这里指这部分顾客对于价格并不敏感。

20.C 上下文串联。这里是指留住顾客让竞争对手很难进入你的市场。