Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds simple and achievable. But,   50 , words of wisdom are soon forgotten. Once companies have attracted customers they often   51  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 carried away. They forget what they regard as the boring side of business—  52  that the customer remains a customer.
  53  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 per cent of its customers every years. In constantly changing   54 , 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 those lost opportunities and calculate the   55 
implications. Cutting down the number of customers a company loses can make a big   56  in its performance. Research in the US found that a five per cent decrease in the number of defecting (流失的) customers led to   57  increases of between 25 and 85 per cent.
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   58  never returns, is losing the company thousands of dollars in   59  profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer   60  is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to   61  them”, says Adrian Payne of Cornfield University’ School of Management. “Research suggests that there is a close relationship between retaining customers and making profits.   62  customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price   63 , and may provide free word-of-mouth advertising. Retaining customers also makes it   64  for competitors to enter a market or increase their share of a market.

【小题1】
A.in particularB.in reality C.at leastD.first of all
【小题2】
A.emphasizeB.doubtC.overlookD.believe
【小题3】
A.denyingB.ensuringC.arguingD.proving
【小题4】
A.MovingB.HopingC.StartingD.Failing
【小题5】
A.marketsB.tastesC.pricesD.expenses
【小题6】
A.cultureB.socialC.financialD.economical
【小题7】
A.promiseB.planC.mistakeD.difference
【小题8】
A.costB.opportunityC.profitD.budget
【小题9】
A.as a resultB.on the whole C.in conclusion D.on the contrary
【小题10】
A.hugeB.potentialC.extraD.reasonable
【小题11】
A.beliefsB.loyaltyC.habitsD.interest
【小题12】
A.alteringB.understandingC.keepingD.attracting
【小题13】
A.Assumed B.RespectedC.EstablishedD.Unexpected
【小题14】
A.agreeableB.flexibleC.friendlyD.sensitive
【小题15】
A.unfairB.difficultC.essential D.convenient

With parents who taught at school, Sophia received a fairly good education. She would have achieved   36   in a career, but she   37   to spend most of her marriage in the  38   role of wife and mother,   39   herself to her husband and her three children.
At the beginning of their family life, Sophia took on the   40  for running the house in order for her husband to   41   his personal interest: writing novels. However, things weren’t going as   42   as expected. Nate’s writing failed to     43  the whole housekeeping. He had to take a position in the government to    44   for his family. Sophia tried to persuade Nate to give up his    45   for full-time writing, but he didn’t listen to her. He took his job   46    because it promised the family would be prevented from being   47 . That accounted for the shocking   48  he suffered when he lost his job. That day, he said to Sophia in a    49  , “I got fired. I am a    50   failure.”“Now you can focus your mind   51 your writing.” she responded. To make Nate believe money was no longer the major   52  , Sophia took out a box that was full of   53  . She explained that she got the money for their hand-painted lampshades.
The unemployed husband did   54   a book that was a(n)   55  hit and is a long-lasting literary masterpiece. The story of Sophia’s turning her husband into a world famous writer has been widely talked about ever since then.

【小题1】
A.only a littleB.quite a lotC.quite a fewD.a great number
【小题2】
A.provedB.requiredC.selected D.preferred
【小题3】
A.centralB.falseC.traditionalD.additional
【小题4】
A.devotingB.supportingC.decidingD.forcing
【小题5】
A.responsibilityB.approachC.amusementD.occupation
【小题6】
A.observeB.reduceC.changeD.follow
【小题7】
A.generallyB.satisfactorilyC.unfortunatelyD.quickly
【小题8】
A.preserveB.coverC.includeD.overcome
【小题9】
A.supportB.searchC.provideD.comfort
【小题10】
A.aidB.interestC.jobD.share
【小题11】
A.strictlyB.trulyC.carefullyD.seriously
【小题12】
A.well offB.badly offC.straight awayD.right now

1,3,5

 
【小题13】
A.cutB.lossC.diseaseD.defeat

【小题14】
A.whisperB.voiceC.senseD.manner
【小题15】
A.freeB.closeC.completeD.necessary
【小题16】
A.onB.forC.inD.to
【小题17】
A.connectionB.discoveryC.taskD.concern
【小题18】
A.goldB.cashC.jewelryD.silver
【小题19】
A.pick outB.react toC.turn outD.build up
【小题20】
A.ordinaryB.instantC.shortD.humorous


第二节:完形填空 (共20小题,每小题1.5分,满分30分)
阅读下面短文,掌握其大意,然后从各题所给的四个选项中,选出一个最佳答案。
One day a young man was standing in the middle of the town, saying that he had the most beautiful heart in the whole world. A large crowd   36   and they all admired his heart, for it was   37 .There was not a mark or a flaw (瑕疵) in it. They all agreed it was  38   the most beautiful heart they had   39   seen. The young man was very   40   and boasted (自夸) more loudly about his beautiful heart.
Suddenly, an old man   41   at the front of the   42   and said, “Your heart is not as beautiful as mine.” The crowd and the young man looked at the old man’s heart. It was beating  43 , but it was full of   44  . It had places where pieces had been   45   and other pieces put in, but they didn’t  46   quite right and there were several rough and pointed edges.
The people stared. “How can he say his heart is more beautiful?” they thought. The young man looked at the old man’s heart and laughed. “You must be   47  ,” he said. “Compare your heart with mine. Mine is perfect and yours is a mess of scars.”
“Yes, yours   48   perfect, but I would never trade with you,” said the old man. “Every scar   49   a person to whom I have given my love. I  50   a piece of my heart and give it to them, and often they give me a piece of their heart which fits into the   51   place in my heart, but because the pieces aren’t   52   in shape, I have some rough edges, which I  53 .They remind me of the love we shared. So now do you see what true   54   is?”
The young man was moved. He stood there silently with   55   running down his cheeks.
36. A. stopped      B. came       C. agreed       D. gathered
37. A. clean        B. exciting    C. happy        D. perfect
38. A. probably       B. truly      C. likely       D. luckily
39. A. never         B. seldom      C. ever         D. sometimes
40. A. proud        B. regretful   C. happy        D. angry
41. A. appeared      B. cried      C. showed        D. listened
42. A. man          B. crowd        C. street       D. town
43. A. quickly      B. strongly    C. slowly         D. heavily
44. A. tears        B. water      C. scars        D. love
45. A. burnt        B. changed     C. removed      D. cut
46. A. place        B. fit        C. jump         D. see
47. A. joking       B. tricking     C. dreaming       D. playing
48. A. looks        B. smells      C. sounds        D. feels
49. A. explains     B. helps      C. presents      D. represents
50. A. tear down     B. turn down    C. tear out       D. throw out
51. A. clean        B. scary      C. empty        D. painful
52. A. normal         B. big        C. fine           D. exact
53. A. want         B. dislike    C. fear          D. value 
54. A. kindness     B. happiness    C. beauty         D. love
55. A. water        B. sweat      C. tears        D. Blood

One day a rich man was invited to dinner at the home of one of his friends. He did not know what to   36  the wine, meat and chicken he had just bought. Certainly he could not    37   them to the servant. Then he had   38   idea. He called up the servant and    39  to him.
"I'll be away for the whole evening, and I'll leave you to look after the house. In the cupboard there are two bottles filled with    40 . Be careful about it. You'll be killed if you take even a   41   of it. There is also some meat and chicken in the cupboard. Take care of them".    42  these words the rich man left the home.
  43  the master turned his back, the servant opened the cupboard and began to enjoy all the nice things in it. He   44  the two bottles and ate up the meat, the chicken and   45  he found in the cupboard. He was   46  and soon fell 47 .
At mid-night the rich man returned home. He looked into the cupboard and to his great 48  , all the wine and food were   49 . He was mad with   50 and called the servant up.
"Oh, Master," the servant began to say   51  the rich man could open his mouth; "while you were away, the neighbor's black cat stole into our kitchen and ate up every things in the cupboard. I know you would be angry with me. I was so   52  that I drank the two bottles of poison to kill   53  “there were tears in the servant's eyes.”Oh, Master," he continued, "Please don't get angry with a 54 _ man. I'll soon be dead.
The rich man, of course, did not   55 a word of his story. But again, he could do nothing about it.

【小题1】
A.makeB.put intoC.deal withD.do with
【小题2】
A.buy B.cook C.leaveD.bring
【小题3】
A.someB.anC.theD.no
【小题4】
A.saidB.told C.spokeD.talked
【小题5】
A.waterB.oilC.wineD.poison
【小题6】
A.pieceB.drop C.lotD.bottle
【小题7】
A.AtB.OnC.WithD.Hearing
【小题8】
A.BeforeB.WhileC.Hardly whenD.As soon as
【小题9】
A.brokeB.emptiedC.removed D.cleaned
【小题10】
A.thatB.whatC.somethingD.everything else
【小题11】
A.satisfiedB.excitedC.worriedD.disappointed
【小题12】
A.sleepB.asleepC.sleepyD.sleeping
【小题13】
A.surprisingB.surpriseC.surprisedD.joy
【小题14】
A.goneB.leftC.missedD.disappeared
【小题15】
A.tearsB.sceneC.angerD.a smile
【小题16】
A.when B.afterC.asD.before
【小题17】
A.afraid B.sadC.anxiousD.sure
【小题18】
A.the catB.the manC.myselfD.the neighbor
【小题19】
A.deadB.dyingC.livingD.wounded
【小题20】
A.sayB.hear C.believeD.listen to

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