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.

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. denying            B. ensuring        C. arguing              D. proving

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

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

6.A. culture                B. social              C. financial        D. economical

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

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

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

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

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

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

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

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

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

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.

完成句子

1.是我姐姐捡起那书的。

_____________my sister __________ picked up the book.

2.毫无疑问，搜寻那些丢失的文物的工作将会继续下去。

____________________________the search for those lost cultural relics will continue.

3.只有到这个时候我们才决定用暴力反抗暴力。

Only then __________________to answer violence with violence.

4.这是我一年半以来第一次目睹夜晚。

It was the first time in a year and a half that__________________ the night face to face.

Bill was a very good pilot（飞行员）.He had been in the air force for several years, and had been very successful. Now he was sent to a small field in the middle of a forest,  36  planes were able to attack the enemy very easily,  37  it was near the front line, but  38  to find. The forest tress were very tall and very  39  on all sides, so planes had to go down very quickly and then stop their falling very  40  before they  41  on the ground. Only the  42  pilots were able to land safely, and even some of those lost their planes and  43  because they hit the trees on the ground.

After Bill had arrived, he was not  44  until he was able to fly closer to the trees than any of  45  pilots, and soon all the pilots who used that field were trying to  46  each other at flying  47  over forest. Every time one of their planes came back from the attack on the enemy, the other pilots used to run  48  and watch, to see how near the trees  49  pilot took it, if the succeeded in taking very near, they laughed and shouted.

Bill soon  50  exactly how near he was able to go safely, and then one day he flew so close to the  51  of the trees that some of the branches  52  the bottom of his plane. The other men in the plane seemed rather  53 , but Bill only laughed as he landed the plane without any  54  in the middle of the field  55  the other pilots on the ground shouted happily. ”How silly I am!” he said. ”I forgot that the trees had grown since yesterday!”