Question

    Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds _______and achievable. But, _______, words of wisdom are soon forgotten. Once companies have attracted customers they often _______ the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers tend to become _______. 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 customers every year. In constantly changing _______, this is not surprising. What is surprising is the fact that few companies have any _______ how many customers they have lost.

Only now are organizations beginning to wake up 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 ________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 ________ relationship between retaining 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 share of a market.

1.A.simple B.difficult C.tough D.complicated

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

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

4.A.carried away B.carried back C.carried on D.carried through

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

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

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

8.A.thought B.idea C.opinion D.view

9.A.culture 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.usual B.ordinary C.common D.regular

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

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

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

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

17.A.close B.distant C.deep D.shallow

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

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

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

Answer

1.A

2.B

3.C

4.A

5.B

6.D

7.A

8.B

9.C

10.D

11.C

12.D

13.A

14.B

15.B

16.C

17.A

18.C

19.D

20.B

【解析】

本文是一篇说明文。文章讲述了很多公司把很多精力放在了吸引顾客的方面，而很少去关注如何留住老客户，并说明留住老客户的重要性。

1.考查形容词词义辨析。句意：这听起来简单易行。A. simple简单的；B. difficult困难的；C. tough艰难的；D. complicated复杂的。根据 achievable.可知，虽听起来简单易行。但在现实中，智慧的话语很快就会被遗忘。故选A。

2.考查介词短语辨析。句意：但在现实中，智慧的话语很快就会被遗忘。A. in particular特殊地，特别地；B. in reality事实上；C. at least至少；D. first of all首先。根据前文Everyone in business has been told that success is all about attracting and retaining (留住) customers以及空前的but判断应事实并不那么简单。选B。

3.考查动词词义辨析。句意：一旦公司吸引了顾客，他们往往忽略了故事的后半部分。A. emphasize强调；B. doubt怀疑；C. overlook俯瞰，眺望，忽略；D. believe相信。根据下文They forget可知，成功吸引顾客之后，常常会忽略故事的另一部分。故选C。

4.考查动词短语词义辨析。句意：在击败竞争对手、谈判价格、获得订单和交付产品的兴奋中，经理们往往变得忘乎所以。A. carried away忘乎所以；B. carried back回想；C.carried on坚持，继续；D. carried through进行。根据下文They forget what they regard as the boring side of business— ___5___ that the customer remains a customer. 他们忘记了他们认为是无聊一面却正是确保留住客户的一个方面。由此可知，此处表示经理会忘乎所以。故选A。

5.考查动词词义辨析。句意：他们忘记了他们认为是无聊一面却正是确保留住客户的一个方面。A. denying拒绝；B. ensuring确信，确保；C. arguing争吵；D. proving 证明。他们忘记了他们认为是无聊一面却正是确保留住客户的一个方面。故选B。

6.考查动词词义辨析。句意：未能像吸引顾客那样保留住顾客，真地让公司损失大量资金。A. Moving移动；B. Hoping希望；C. Starting开始；D. Failing未能。fail to do sth未能做某事。如果不能集中精力留住和吸引客户，每年都会给企业带来巨额损失。故选D。

7.考查名词词义辨析。句意：在持续变化的市场上，这是不令人吃惊的。A. markets市场；B. tastes味道；C. prices价格；D. expenses花费。此文讲的是公司做生意，故应是市场。选A。

8.考查名词词义辨析。句意：令人惊讶的是，很少有公司知道他们失去了多少客户。A. thought 想法；B. idea主意；C. opinion看法；D. view观点。have an/any idea为固定搭配，意为“知道”。这里指很少有公司知道他们失去了多少客户。故选B。

9.考查形容词词义辨析。句意：直到现在，组织才开始意识到那些失去的机会，并计算其对财务的影响。A. culture文化；B. social社交的，社会的；C. financial金融的；D. economical经济的。根据上文可知，很少有公司知道他们失去了多少客户。所以会对财务产生影响。financial implication财务影响。故选C。

10.考查名词词义辨析。句意：减少一个公司失去的客户数量会对它的业绩产生很大的影响。A. promise承诺；B. plan计划；C. mistake错误；D. difference区别，意义。make a difference有影响，有关系。这里指对业绩有很大的影响。故选D。

11.考查名词词义辨析。句意：百分之十五的流失的客户导致预算增长在25 - 85%之间。A. cost 费用；B. opportunity机会；C. profit利润；D. budget预算。根据常识可知，顾客的流失会带来公司预算的增加，故选C。

12.考查形容词词义辨析。句意：在美国，多米诺比萨估计一个老顾客在十年内价值超过5000美元。A. usual 通常的； B. ordinary 不同的；C. common共同的； D. regular惯常的。根据下文A customer who receives a poor quality product or service on their first visit and ___13___ never returns, is losing the company thousands of dollars in ___14___ profits。如果客户第一次来公司就收到了质量很差的产品或服务，结果就再也不回来了，公司就会损失数千美元的潜在利润，可知，此处讲的是老顾客的重要性。regular customers为固定用法，意为“老顾客；常客”。故选D。

13.考查介词短语词义辨析。句意：如果一个顾客第一次拜访就得到了质量差的产品或服务，结果就是在也不会回来。A. as a result结果；B. on the whole总体来讲；C. in conclusion总之；D. on the contrary相反。空后是前文的结果，故应选A。

14.考查形容词词义辨析。句意：那么他就会让公司损失数千美元的潜在利润。A. huge巨大的；B. potential潜在的；C. extra额外的；D. reasonable 合情合理的。由上文可知，一个老顾客在十年内价值超过5000美元。所以没有回头客，会损失潜在的利润。故选B。

15.考查名词词义辨析。句意：培养客户忠诚度背后的逻辑是不可否认的。A. beliefs相信；B. loyalty忠诚；C. habits习惯；D. interest兴趣。根据上文可知，留不住老客户让公司损失数千美元的潜在利润，所以要培养客户忠诚度。故选B。

16.考查动词词义辨析。句意：实际上，大多数公司的营销努力都集中在争取客户上，而很少注意到如何留住客户。A. altering改变；B. understanding理解；C. keeping保持，留住；D. attracting吸引。根据focused on getting customers, with little attention paid可知，此处应留住顾客。故选C。

17.考查形容词词义辨析。句意：“研究表明，在留住客户和盈利之间存在着一种密切的关系。A. close亲密的；B. distant远处的；C. deep深的；D. shallow浅的。根据下文___18___ customers tend to buy more, are predictable and usually cost less to service than new customers.可知，留住老客户，与客户维护好关系非常重要。故选A。

18.考查形容词词义辨析。句意：与新客户相比，老客户倾向于购买更多、可预测且通常服务成本更低。A. Assumed假定的，假想的；B. Respected受尊重的；C. Established已建立的；D. Unexpected意想不到的。根据than new customers这里指已建立的顾客，也就是老顾客。故选C。

19.考查形容词词义辨析。句意：此外，他们往往对价格不太敏感，可能会提供免费的口碑广告。A. agreeable一致的；B. flexible灵活的；C. friendly友好的；D. sensitive敏感的。根据啥常识和购物经验可知，老顾客往往对价格不太敏感。price sensitive价格敏感性。故选D。

20.考查形容词词义辨析。句意：留住客户也使得竞争对手很难进入一个市场或增加他们的市场份额。A. unfair不公平的；B. difficult困难的；C. essential重要的；D. convenient方便的。根据Retaining customers 可知，留住客户也使得竞争对手很难进入一个市场或增加他们的市场份额。故选B。