Question

完形填空

阅读下面短文，从短文后各题所给四个选项（A、B、C和D）中，选出可以填入空白处的最佳选项，并在答题卡上将该项涂黑。

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

   to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the average company loses between 10 and 30 percent of its   every years. In constantly changing     , 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 ________  those lost opportunities and calculate the ________  implications. Cutting down the number of customers a company loses can make a big ________ in its performance. Research in the US found that a five percent decrease in the number of defecting (流失的) customers led to ________ increases of between 25 and 85 percent.

In the US, Domino’s Pizza estimates that a regular customer is worth more than $5,000 over ten years. A customer who receives a poor quality product or service on their first visit and ________  never returns, is losing the company thousands of dollars in ________  profits (more if you consider how many people they are likely to tell about their bad experience).

The logic behind cultivating customer________ is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to ________ them”, says Adrian Payne of Cornfield University’ School of Management. “Research suggests that there is a close relationship between ________  customers and making profits. ________ customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price ________, and may provide free word-of-mouth advertising. Retaining customers also makes it   ________  for competitors to enter a market or increase their________  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. excitement       B. sorrow        C. decision       D. performance

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

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

6.A. shops          B. guests         C. opportunities  D. customers

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

8.A. look forward to  B. gave in to    C. devote to      D. wake up to

9.A. Cultural        B. social         C. financial    D. economical

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

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

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

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

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

15.A. affecting      B. understanding  C. keeping       D. attracting

16.A. introducing     B. analyzing      C. searching      D. retaining

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

18.A. agreeable       B. flexible       C. friendly       D. sensitive

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

20.A. share           B. goods          C. stresses       D. progress

Answer

1.B

2.C

3.A

4.B

5.D

6.D

7.A

8.D

9.C

10.D

11.C

12.A

13.B

14.B

15.C

16.D

17.C

18.D

19.B

20.A

【解析】

试题分析：商家经常是只注重怎样吸引顾客而忽视留住顾客，作者在文中叙述了留住顾客的重要性和必要性，要两者并重才能获得更好的利润。

1.B考查介词短语。A. in particular尤其，特别；B. in reality实际上，事实上；C. at least至少； D. first of all首先。此处指这种成功的秘诀听起来很简单且是可做成的，但是实际上这种智慧的话很快就会被忘记的。根据句意选B.

2.C考查动词。A. emphasize强调；B. doubt怀疑；C. overlook忽略；D. believe相信。此处指一个公司已经吸引了顾客但他们经常忽略故事的另一半。下文也涉及到忽视留住顾客的问题，故选C.

3.A考查名词。A. excitement兴奋；B. sorrow悲伤； C. decision决定；D. performance表演。此处指在打败对手的兴奋中，即他们吸引了顾客。故选A.

4.B考查动词。A. denying否认；B. ensuring确保，保证；C. arguing争论； D. proving证明。句意：但他们忘了什么是商业中最烦人的方面——确保顾客依然是顾客。故选B.

5.D考查动词。A. Moving移动；B. Hoping希望；C. Starting 开始；D. Failing 失败。此处指不能集中精力于吸引和留住顾客使商业每年损失很多钱，指没有做到两者兼顾，故选D.

6.D考查名词。A. shops商店；B. guests客人；C. opportunities机会；D. customers顾客。句意：据估计每年每个公司损失10%到30%的顾客。文章主要在讲留住顾客问题，根据句意选D.

7.A考查名词。A. markets市场； B. tastes味道；C. prices价格；D. expenses费用。句意：在当今不断变化的市场，这些不足为奇。文中在讲怎样赢得顾客，故选A.

8.D考查动词短语。A. look forward to期望；B. gave in to 屈服于；C. devote to致力于；D. wake up to认识到，意识到。此处指直到现在这些机构才认识到那些失去的机会和财政影响。故选D.

9.C考查形容词。A. Cultural文化的；B. social社会的；C. financial金融的，财政的； D. economical经济的。此处指财政影响，故选C.

10.D考查名词。A. promise许诺；B. plan计划；C. mistake错误； D. difference差异。此处指减少顾客数量导致公司损失在绩效中有很大影响。make a difference有差别，有影响，是固定短语，故选D.

11.C考查名词。A. cost费用；B. opportunity机会；C. profit利润，利益；D. budget预算。句意：美国调查表明每减少流失5%的顾客，就会导致利润增加25%—85%。下文也提到profit，根据句意选C.

12.A 考查介词短语。A. as a result结果；B. on the whole基本上，大体上；C. in conclusion 总之；D. on the contrary正相反。句意：如果一个顾客在第一次的时候买到了质量差的产品和接受了差的服务。结果就是再也不来了。表示因果关系，故选A.

13.B考查形容词。A. huge巨大的；B. potential潜在的； C. extra额外的；D. reasonable合理的。此处指顾客不来了就失去了几千美元的潜在的利润。故选B.

14.B考查名词。A. beliefs信念；B. loyalty 忠诚；C. habits习惯； D. interest兴趣。此处指培养顾客的忠诚背后的逻辑是不可能否认的。指能留住顾客，故选B.

15.C考查动词。A. affecting影响；B. understanding理解；C. keeping保持；D. attracting吸引。此处指公司销售的重点一直是得到顾客，而很少注意留住顾客。与上文的retain同义，故选C.

16.D考查动词。A. introducing介绍；B. analyzing分析； C. searching搜索；D. retaining保持，留住。句意：研究表明留住顾客和赢得利润之间有紧密的关系。故选D.

17.C考查形容词。A. Assumed假定的；B. Respected受尊敬的；C. Established确定的；D. Unexpected想不到的。已确定的顾客趋向于多买，是可预言的并且比新顾客需要花费的服务少。此处指留住了的顾客，故选C.

18.D考查形容词。A. agreeable适合的；B. flexible灵活的；C. friendly友好的；D. sensitive敏感的。此外，他们对低价格更敏感，可能会提供免费的口头广告。故选D.

19.B考查形容词。A. unfair不公平的；B. difficult困难的；C. essential基本的；D. convenient方便的。留住顾客也会使竞争者们进入市场更难和增加他们的市场股份更难。根据句意选B.

20.A. share股份；B. goods商品；C. stresses压力；D. progress进步。此处指使竞争者增加他们的市场股份更难。故选A.

考点：考查社会生活类短文阅读。

【名师点睛】

完型填空题的命题特点及答题方法：

1.侧重基础知识，考查学生语言知识的能力

完型填空以文入手，结合文章的内容考查学生的基础知识，主要是词语搭配、固定句型、近义词辨析、辨析句子结构、掌握语法规则的能力，其中考查实词居多。

2.上下文对照，考查学生捕捉关键词的能力

解完型填空题时，单独看一句话是找不到正确答案的，需要注意句子间的关系及句子与段落的关系。所谓上下对照，即在上文和下文中找到与正确答案相同的关键词。因此，在做题时要边读边在大脑中储存上下文信息的能力，捕捉关键词。如第75小题考查动词。A. affecting影响；B. understanding理解；C. keeping保持；D. attracting吸引。此处指公司销售的重点一直是得到顾客，而很少注意留住顾客。与上文的retain同义，故选C.

3.设置语境，考查学生的分析推理能力

旨在考查学生在选项都符合语法及句子结构的情况下能否利用前后语境去推断出正确答案。如72小题考查介词短语。A. as a result结果；B. on the whole基本上，大体上；C. in conclusion 总之；D. on the contrary正相反。句意：如果一个顾客在第一次的时候买到了质量差的产品和接受了差的服务。结果就是再也不来了。表示因果关系，故选A.

4.结合生活，考查学生利用常识题的能力

目的考查学生的生活常识，看看学生是否善于观察生活，积累生活常识，能否利用常识去做恰当的选择。如第67小题考查名词。A. markets市场；B. tastes味道；C. prices价格；D. expenses费用。句意：在当今不断变化的市场，这些不足为奇。文中在讲怎样赢得顾客，故选A.

5.关注连词，考查学生对行文逻辑、句子关联的理解能力

此项用来考查学生在缺少连词的情况想，通过阅读能否理解句子的与句子的关系，是否了解行文逻辑的要求，能否掌握表示因果、转折、并列、条件、让步等的连词的用法。