题文
Everyone in business has been told that success is all about attracting and retaining(留住) customers. It sounds simple and achievable. But, 41 , words of wisdom are soon forgotten. once companies have attracted customers they often 42 the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers 43 become carried away. They forget what they regard as the boring side of business--- 44 that the customer remains a customer.45 to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the 46 company loses between 10 and 30 percent of its customers every year. In constantly changing 47, 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 these lost opportunities and calculate the 48 implications. 49 the number of customers a company loses can make a big 50 in its performance. Research in the US found that a five percent decrease in the number of defecting(流失的) customers led to 51 increases of between 25 and 85 percent.
In the US, Domino’s Pizza estimates that a regular customer is 52 more than five thousand dollars over ten years. A customer who receives a poor quality product or 53 on their first visit and 54 never returns, is losing the company thousands of dollars in 55 profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer 56 is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to 57 them”, says Adrian Payne of Cornfield University’s School of Management. “Research suggests that there is a close relationship between retaining customers and making profits. 58 customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price 59 , and may provide free word-of-mouth advertising. Retaining customers also makes it 60 for competitors to enter a market or increase their share of a market.”
小题1:A．in particularB．in realityC．at leastD．first of all小题2:A．emphasizeB．doubtC．overlookD．believe小题3:A．tend toB．contribute toC．appeal toD．devote to小题4:A．denyingB．ensuringC．arguingD．proving小题5:A．MovingB．HopingC．Starting D．Failing小题6:A．averageB．ordinaryC．normalD．usual小题7:A．marketsB．tastesC．prices D．expenses小题8:A．culturalB．socialC．financial D．economical小题9:A．Cutting upB．Cutting throughC．Cutting in D．Cutting down小题10:A．promise B．planC．mistake D．difference小题11:A．costB．opportunityC．profit D．budget小题12:A．worthyB．worthC．valueD．price小题13:A．serviceB．deliveryC．orderD．promotion小题14:A．as a resultB．on the wholeC．in conclusion D．on the contrary小题15:A．hugeB．potentialC．extra D．reasonable小题16:A．beliefsB．loyaltyC．interestD．habits小题17:A．alteringB．understandingC．keepingD．attracting小题18:A．EstablishedB．AssumedC．Respected D．Unexpected小题19:A．SensitiveB．friendlyC．flexibleD．agreeable小题20:A．unfairB．convenientC．difficult D．essential 题型：未知难度：其他题型
答案
小题1:B
小题2:C
小题3:A
小题4:B
小题5:D
小题6:A
小题7:A
小题8:C
小题9:D
小题10:D
小题11:C
小题12:B
小题13:A
小题14:A
小题15:B
小题16:B
小题17:C
小题18:A
小题19:A
小题20:C
解析
文章讲述了很多公司把很多精力放在了吸引顾客的方面却很少去关注如何留住老客户。文章讲述了留住老客户的重要性。小题1:B 短语辨析。A尤其；B实际上；C至少；D首先；这里是指事实上，明智的话经常被忘记。
小题2:C 代词辨析。这里是指这家公司忽视了另外一方面。
小题3:A 上下文串联。管理者往往会变得忘乎所以。
小题4:B 上下文串联。这里是指他们忘记了要保证顾客还是顾客。
小题5:D 上下文串联。这里是指不能留住顾客和吸引顾客会让公司失去很多。
小题6:A 形容词辨析。这里是指每个公司评价每年损失百分之10-30的顾客。
小题7:A 名词辨析。这里是指在不断变化的市场上，这是常有的事情。
小题8:C 形容词辨析。只有现在组织开始唤醒那些失去的机会，并计算出经济的影响。
小题9:D 上下文串联。一个公司失去的客户数量的减少可以产生很大的影响。
小题10:D 固定词组。Make a difference产生影响。解析同上。
小题11:C 名词辨析。在美国的研究发现人数减少5%(流失的)客户至利润25至85%的升幅。
小题12:B 上下文串联。一个普通的客户是价值5000美元以上的超过十年
小题13:A 上下文串联。一位顾客接收质量差的产品或服务,在首次访问以后结果就再也不来了、
小题14:A 上下文串联。解析同上、
小题15:B 形容词辨析。是指这样会让公司损失潜在的利润。
小题16:B培养顾客忠诚背后的逻辑是无法否认的
小题17:C 上下文串联。上文说很多公司聚焦于吸引顾客，却忘记了要留住顾客，keep表示留住。
小题18:A 上下文串联。已经留住的顾客倾向于购买更多的，是可以预见的成本通常低于新客户提供服务。
小题19:A 这里指这部分顾客对于价格并不敏感。
小题20:C 上下文串联。这里是指留住顾客让竞争对手很难进入你的市场。
考点
据考高分专家说，试题“Everyone in business.....”主要考查你对 [日常生活类阅读 ]考点的理解。日常生活类阅读
日常生活类阅读的概念：
日常生活这一话题主要涉及人们衣食住行等方面的活动。这一话题的选材主要针对人们日常的工作，生活以及学习情况。做这一类题时，最主要的是要把握好人物的活动内容，时间和地点。
日常生活类阅读题答题技巧：
【题型说明】
该类文章内容涉及到人们的言谈举止、生活习惯、饮食起居、服饰仪表、恋爱婚姻、消遣娱乐、节日起源、家庭生活等。文章篇幅短小，追根溯源，探索各项风俗的历史渊源，内容有趣。命题也以送分题为主，如事实细节题、语义转换题、词义猜测题和简单推理判断题等。虽然这类文章读起来感觉轻松，试题做起来比较顺手，但绝不能掉以轻心。因为稍不留神，就会丢分。
【备考提醒】
为了保证较高准确率，建议同学们做好以下几点：
1、保持正常的考试心态。笔者在教学中发现，越是容易的试题，同学们越是容易失分。为什么呢？因为在这种情况下，同学们极易产生麻痹思想，认为题目好做，就不引起高度重视，于是思维不发散、不周密。而命题人就是利用同学们的这一弱点，设计陷阱题。所以，无论试题难易与否，我们都要保持正常的考试心态。试题容易，不欣喜；试题难，不悲观。
2、根据前面讲到的方法，认认真真、细细心心做好事实细节题。
3、做好语义转换题。这类题是根据英语中一词多义和某些词语在文中能表达一定的修辞意义的原则而设计的。要求同学们解释某生词的含义，确定多义词或短语在文中的意思，确认文中的某个代词所指代的对象，或者对英语中特有的表达、格言、谚语进行解释。这种题要求同学们一定要根据上下文猜测词义或理解句子，切不可望文生义。
4、做好简单推理判断题。简单推理判断题要以表面文字为前提，以具体事实为依据进行推理，做出判断。这种推理方式比较直接，只要弄清事实，即可结合常识推断出合理的结论。
