Question

Everyone in business has been told that success is all about attracting and retaining(留住) customers. It sounds simple and achievable. But,1, words of wisdom are soon forgotten. Once companies have attracted customers they often2the second half of the story. In the excitement of beating off the competition, negotiating prices, securing orders, and delivering the product, managers3become carried away. They forget what they regard as the boring side of business---4that the customer remains a customer.
5to concentrate on retaining as well as attracting customers costs business huge amounts of money annually. It has been estimated that the6company loses between 10 and 30 percent of its customers every year. In constantly changing7, 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 the8implications.9the number of customers a company loses can make a big 10in its performance. Research in the US found that a five percent decrease in the number of defecting(流失的) customers led to11increases of between 25 and 85 percent.
In the US, Domino’s Pizza estimates that a regular customer is12more than five thousand dollars over ten years. A customer who receives a poor quality product or13on their first visit and14never returns, is losing the company thousands of dollars in15profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer16is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to 17them”, says Adrian Payne of Cornfield University’s School of Management. “Research suggests that there is a close relationship between retaining customers and making profits.18customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price19, and may provide free word-of-mouth advertising. Retaining customers also makes it20for competitors to enter a market or increase their share of a market.”

1. 1.
   1. A.
      in particular
   2. B.
      in reality
   3. C.
      at least
   4. D.
      first of all
2. 2.
   1. A.
      emphasize
   2. B.
      doubt
   3. C.
      overlook
   4. D.
      believe
3. 3.
   1. A.
      tend to
   2. B.
      contribute to
   3. C.
      appeal to
   4. D.
      devote to
4. 4.
   1. A.
      denying
   2. B.
      ensuring
   3. C.
      arguing
   4. D.
      proving
5. 5.
   1. A.
      Moving
   2. B.
      Hoping
   3. C.
      Starting
   4. D.
      Failing
6. 6.
   1. A.
      average
   2. B.
      ordinary
   3. C.
      normal
   4. D.
      usual
7. 7.
   1. A.
      markets
   2. B.
      tastes
   3. C.
      prices
   4. D.
      expenses
8. 8.
   1. A.
      cultural
   2. B.
      social
   3. C.
      financial
   4. D.
      economical
9. 9.
   1. A.
      Cutting up
   2. B.
      Cutting through
   3. C.
      Cutting in
   4. D.
      Cutting down
10. 10.
    1. A.
       promise
    2. B.
       plan
    3. C.
       mistake
    4. D.
       difference
11. 11.
    1. A.
       cost
    2. B.
       opportunity
    3. C.
       profit
    4. D.
       budget
12. 12.
    1. A.
       worthy
    2. B.
       worth
    3. C.
       value
    4. D.
       price
13. 13.
    1. A.
       service
    2. B.
       delivery
    3. C.
       order
    4. D.
       promotion
14. 14.
    1. A.
       as a result
    2. B.
       on the whole
    3. C.
       in conclusion
    4. D.
       on the contrary
15. 15.
    1. A.
       huge
    2. B.
       potential
    3. C.
       extra
    4. D.
       reasonable
16. 16.
    1. A.
       beliefs
    2. B.
       loyalty
    3. C.
       interest
    4. D.
       habits
17. 17.
    1. A.
       altering
    2. B.
       understanding
    3. C.
       keeping
    4. D.
       attracting
18. 18.
    1. A.
       Established
    2. B.
       Assumed
    3. C.
       Respected
    4. D.
       Unexpected
19. 19.
    1. A.
       Sensitive
    2. B.
       friendly
    3. C.
       flexible
    4. D.
       agreeable
20. 20.
    1. A.
       unfair
    2. B.
       convenient
    3. C.
       difficult
    4. D.
       essential

Answer 1

BCABD AACDD CBAAB BCAAC
文章講述了很多公司把很多精力放在了吸引顧客的方面卻很少去關(guān)注如何留住老客戶。文章講述了留住老客戶的重要性。
1.B 短語辨析。A尤其；B實(shí)際上；C至少；D首先；這里是指事實(shí)上，明智的話經(jīng)常被忘記。
2.C 代詞辨析。這里是指這家公司忽視了另外一方面。
3.A 上下文串聯(lián)。管理者往往會變得忘乎所以。
4.B 上下文串聯(lián)。這里是指他們忘記了要保證顧客還是顧客。
5.D 上下文串聯(lián)。這里是指不能留住顧客和吸引顧客會讓公司失去很多。
6.A 形容詞辨析。這里是指每個(gè)公司評價(jià)每年損失百分之10-30的顧客。
7.A 名詞辨析。這里是指在不斷變化的市場上，這是常有的事情。
8.C 形容詞辨析。只有現(xiàn)在組織開始喚醒那些失去的機(jī)會，并計(jì)算出經(jīng)濟(jì)的影響。
9.D 上下文串聯(lián)。一個(gè)公司失去的客戶數(shù)量的減少可以產(chǎn)生很大的影響。
10.D 固定詞組。Make a difference產(chǎn)生影響。解析同上。
11.C 名詞辨析。在美國的研究發(fā)現(xiàn)人數(shù)減少5%(流失的)客戶至利潤25至85%的升幅。
12.B 上下文串聯(lián)。一個(gè)普通的客戶是價(jià)值5000美元以上的超過十年
13.A 上下文串聯(lián)。一位顧客接收質(zhì)量差的產(chǎn)品或服務(wù),在首次訪問以后結(jié)果就再也不來了、
14.A 上下文串聯(lián)。解析同上、
15.B 形容詞辨析。是指這樣會讓公司損失潛在的利潤。
16.B培養(yǎng)顧客忠誠背后的邏輯是無法否認(rèn)的
17.C 上下文串聯(lián)。上文說很多公司聚焦于吸引顧客，卻忘記了要留住顧客，keep表示留住。
18.A 上下文串聯(lián)。已經(jīng)留住的顧客傾向于購買更多的，是可以預(yù)見的成本通常低于新客戶提供服務(wù)。
19.A 這里指這部分顧客對于價(jià)格并不敏感。
20.C 上下文串聯(lián)。這里是指留住顧客讓競爭對手很難進(jìn)入你的市場。