Shopping for clothes is not the same experience for a man as it is for a woman. A man goes shopping   36   he needs something. His purpose is settled and decided in   37 . He knows what he wants, and his goal is to find it and　38　it. All men  39  walk into a shop and ask the shop assistant for what they want. If the shop has it in stock(库存), the deal can be done and    40   is completed in less than five minutes, with hardly any chat to everyone’s   41   .

For a man, slight problems may begin when the shop doesn’t have what he wants. In that  42   , the salesman tries to sell something else—he    43  the nearest to the article required. A good salesman brings out such a substitute(替代品)   44   , and he may say, “I know this jacket is not the style you want, sir, but would you like to try it for size? It   45   to be the color you mentioned.” Few men have   46    with this treatment, and the usual response is “This is the right color and may be the right size, but I shouldn’t be   47   my time and yours by trying it on.”

For a woman, buying clothes is always done in the   48   way. Her shopping is not often   49   on need. She has never fully decided what she wants, and she is only “having a look round”. She is always  50  to persuasion, willing to try on any number of things. Deep in her mind is the thought of finding something that   51    thinks suits her. Most women have an excellent sense of value and are always on the look-out for the unexpected  52  . Faced with a roomful dresses, a woman may easily spend an hour going from one rail to another      53  selecting the dress she wants to try on. It is a tiresome process, but apparently a(n)   54    one. Most dress shops provide chairs for the waiting    55   .

Back in my country, when I was a child, I used to go to “market day” with my mother. One day each week, farmers used to ___1___ their fruit and vegetables into the city. They ___2___ one street to all cars, and the farmers set up tables for their ___3___. This outdoor market was a great place to ___4___. Everything was fresher than produce in grocery stores because the farmers brought it in ___5___ after the harvest. My mother and I always got there early in the morning to get the ___6___ produce.

The outdoor market was a wonderful adventure for a small child, ___7___ was like a festival — full of colors and ___8___. There are red tomatoes, yellow lemons, green lettuce, peppers, grapes, onions. The farmers did their own ___9___. They all shouted loudly for ___10___ to buy their produce. “Come and buy my beautiful oranges! They’re juicy and delicious and full of vitamins to ___11___ your children healthy and strong!”

Everyone used to ___12___ with the farmers over the ___13___ of their produce. It was like a wonderful drama in a theatre; the buyers and sellers were the “___14___” in this drama. My mother was an ___15___ at this. First, she picked the freshest, most attractive tomatoes, for example. Then she asked the price. The seller told her.

“What?” she said. She looked very surprised. “ So ___16___?”

The seller looked terribly ___17___. “My dear lady!” he replied. “I’m a poor, ___18___ farmer. These are the cheapest tomatoes on the market!”

They always argued for several minutes before agreeing ___19___ a price. My mother took her tomatoes and left. Both buyer and seller were ___20___. The drama was over.

1. A. carry            B. take　        C. bring             D. fetch

2. A. opened　         B. closed　　     C. started　　             D. stopped

3. A. produce　       B. goods　　     C. food　　         D. product

4. A. buy           B. sell　　    C. bargain　　         D. shop

5. A. hurriedly       B. immediately    C. directly            D. straightly

6. A. best　　       B. finest　　     C. freshest            D. cheapest

7. A. who　          B. that　　　     C. which　　       D. what

8. A. voices          B. noises　　     C. sounds　　              D. accent

9. A. shopping       B. business　     C. shouting　        D. advertising

10. A. customers      B. producers　   C. themselves        D. sellers

11. A. keep              B. let　　      C. expect              D. make

12. A. argue          B. talk　　　     C. discuss　　          D. speak

13. A. order          B. price　　　   C. quality　　         D. form

14. A. viewers       B. listeners　      C. actors             D. directors

15. A. actress　       B. inventor　      C. advancer　         D. expert

16. A. wonderful      B. exciting       C. cheap　　　         D. expensive

17. A. injured　        B. hurt　　      C. damaged　         D. wounded

18. A. excellent        B. fair　　　     C. honest　　           D. easy

19. A. with           B. to　　　           C. in　　　　               D. on

20. A. disappointed　B. encouraged  C. satisfied　　　      D. tired

To advertise effectively today, you must abandon the old-school idea of “reaching the masses”. All advertising is local and personal. The key to effective advertising today is to focus on the     45   .

Some are the     46    ways every advertiser could work out. You can print a specific offer of your goods or service on door-hangers and place them on doorknobs in your area. Door-hangers on doorknobs will produce results in direct     47    about the strength of your offer. If you need to reach the drivers, flyer (宣传单) under windshield (挡风玻璃) wipers may have better effect than door-hangers. Imagine, how     48    if you hire someone to be a walking ad or launch a T-shirt advertising,     49   , you can print your products on T-shirts of your     50   . In the early 1970s “Hamp Baker says Drive with Care” was spray-painted on cars, which was a public service ad. Ever since, spray-painted sign has become more and more    51   .

More grand ways are as follows: virtual showroom. Build a website to    52    a virtual showroom. Use it when people call to ask    53    about your company, your products or your services. Also you can even use an old slide projector to put on a nighttime show. They’re    54    effective, and in the long run, cheap. Nothing is quite as powerful as a public    55    that seizes the public’s attention. You can invite a band to give a performance.    56   , you can hire famous models to show it vividly.

Nothing screams “expert” quite as loudly as a book written about a subject. You simply can’t    57    the power of your name on the cover of a book. You might only sell a few copies online, but the copies you give away in your town will make you a fortune. You won’t make money on the book. You’ll make it because of the book.

Of course, word-of-mouth is the best way to promote your    58   . Friends and past customers recommend your products to their family, friends and colleagues. Word-of-mouth works because the    59     is based on previous positive experiences.

1.A. person                 B. product        C. individual                 D. style

2.A. special                          B. common     C. amusing                    D. normal

3.A. description                  B. decision   C. discussion                    D. permission

4.A. surprising            B. funny      C. impressive            D. amazing

5.A. that is        B. at the same time             C. as a result             D. on occasion

6.A. customers           B. employers     C. consumers                     D. employees

7.A. expensive           B. usual        C. popular                        D. meaningless

8.A. refer to      B. serve as         C. stand for               D. use as

9.A. location                   B. business-hours       C. salary            D. details

10.A. unbelievably        B. consequently          C. accidentally            D. occasionally

11.A. speech                       B. sport         C. debate                D. performance

12.A. For example         B. Moreover       C. However       D. To be exact

13.A. create                         B. guess              C. imagine         D. think

14.A. production                B. reflection               C. consciousness      D. business

15.A. information               B. relationship    C. pronunciation     D. achievement

第二节   完形填空（共20小题，每小题1.5分，满分30分）
Be careful of those who use the truth to deceive (cheat). When someone tells you something that is true, but  36  important information that should be included, he can create a false  37  .
For Example, a man once told me, “I just won a hundred dollars on the  38  . It was great. I   39  that ticket back to the store and turned it in   40  one hundred dollars!”
This guy is a winner, right? May be, may be not. Then  41  I discovered that he bought two hundred tickets, and only one was a  42  . He was  43  a big loser!
He didn’t say anything that was false,  44  he left out important information  45  . That’s called a half—truth. Half—truths are not technically  46  , but they are just as dishonest.
Untrustworthy candidates in political campaigns often use this  47  . Let’s say that during Governor Smith’s last term, her  48  lost one million jobs and gained three million jobs. Then she sought another  49  . One of her opponents put an ad saying, “During Governor Smith’s term, the state lost one million jobs!” That’s  50  . However, an honest statement would have been quite different.
Advertisers will sometimes use half—truths. It’s  51  the law to make false claims, so they  52  to mislead you with the truth. An ad  53  blow its own horn, “Nine out of ten doctors lend Yucky Pills to cure nose pimples.” It fails to mention that they only ask ten  54  , and nine of them work for the Yucky Corporation.
This kind of  55  deception happens too often. It’s a fact of life: lies are lies, but sometimes the truth can lie as well.
36. A. makes out           B. leaves out                 C. tries out            D. puts out
37. A. chance            B. expression            C. impression     D. translation
38. A. spot                    B. lab                           C. competition          D. lottery
39. A. took                   B. turned                  C. went                 D. looked
40. A. with                   B. as                               C. like                   D. for
41. A. later                   B. formerly                  C. hardly           D. generally
42. A. loser                   B. winner                        C. shame           D. surprise
43. A. wrongly                 B. usually                  C. really                D. right
44. A. since                  B. what’s more                 C. therefore           D. but
45. A. on purpose      B. by accident        C. in time                 D. at first sight
46. A. chats                  B. lies                          C. failures             D. consequences
47. A. fair                       B. court                        C. trick             D. entry
48. A. company             B. fellow                  C. country             D. state
49. A. term                   B. cooperation                 C. election             D. service
50. A. boring                B. shocking                  C. true                  D. wrong
51. A. for                        B. against                        C. through             D. across
52. A. regret         B. forget              C. fail                   D. try
53. A. must                   B. need                        C. should           D. might
54. A. customers           B. patients                    C. reporters           D. doctors
55. A. attractive            B. critical                        C. fair                   D. Sad

In the more and more competitive service industry, it is no longer enough to promise customer satisfaction. Today, customer “delight” is what companies are trying to achieve in order to keep and increase market share.

It is accepted in the marketing industry, and confirmed by a number of researches, that customers receiving good service will promote business by telling up to 12 other people; those treated badly will tell their tales of woe to up to 20 people, and 80 percent of the people who feel their complaints are handled fairly will stay loyal.

    New challenges for customer care have come when people can obtain goods and services through telephone call centers and the Internet. For example, many companies now have to invest a lot of money in information technology and staff training in order to cope with the “phone rage”—caused by delays in answering calls, being cut off in mid-conversation or left waiting for long periods.

“Many people do not like talking to machines,” says Dr. Storey Senior Lecturer in Marketing at City University Business School. “Banks, for example, encourage staff at call centers to use customer data to establish instant and good relationship with them. The aim is to make the customer feel they know you and that you can trust— the sort of comfortable feelings people have during face-to-face chats with their local branch manager.”

Recommended ways of creating customer delight include: under-promising and over-delivering (saying that a repair will be carried out within five hours, but getting it done within two); replacing a faulty product immediately; throwing in a gift voucher (购物礼卷) as an unexpected “thank you” to regular customers; and always returning calls, even when they are complaints.

Aiming for customer delight is all very well, but if services do not reach the high level promised, disappointment or worse will be the result. This can be eased by offering an apology and an explanation of why the service did not meet usual standards with empathy (for example, “I know how you must feel”), and possible solutions (replacement, compensation or whatever fairness suggests best meets the case).

Airlines face some of the toughest challenges over customer care. Fierce competition has convinced them that delighting passengers is an important marketing tool, while there is great potential for customer anger over delays caused by weather, unclaimed luggage and technical problems .

For British Airways staff, a winning telephone style is considered vital in handling the large volume of calls about bookings and flight times. They are trained to answer quickly, with their name, job title and a “we are here to help” attitude. The company has invested heavily in information technology to make sure that information is available instantly on screen.

British Airways also says its customer care policies are applied within the company and staff are taught to regard each other as customers requiring the highest standards of service.

Customer care is obviously here to stay and it would be a foolish company that used slogans such as "we do as we please”. On the other hand, the more customers are promised, the greater the risk of disappointment.

1.We can learn from Paragraph 2 that         .

A. complaining customers are hard to satisfy

B. unsatisfied customers receive better service

C. Satisfied customers catch more attention

D. well-treated customers promote business

2.The writer mentions “phone rage” (Paragraph 3) to show that________.

A. customers often use phones to express their anger

B. people still prefer to buy goods online

C. customer care becomes more demanding

D. customers rely on their phones to obtain services

3.What does the writer recommend to create delight?

A. Calling customers regularly           B. Giving a “thank you” note.

C. Delivering a quicker service                   D. Promising more gifts.

4.If a manager should show his empathy (Paragraph 6), what would he probably say?

A. “I know how upset you must be.”           B. “I appreciate your understanding.”

C. “I’m sorry for the delay.”                          D. “I know it’s our fault.”

5.Customer delight is important for airlines because________.

A. their telephone style remains unchanged

B. they are more likely to meet with complaints

C. the services cost them a lot of money

D. the policies can be applied to their staff