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.”
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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
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。