Question

完形填空

閱讀下面短文，從短文后各題所給四個選項（A、B、C和D）中，選出可以填入空白處的最佳選項，并在答題卡上將該項涂黑。

Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds simple and achievable. But, , words of wisdom are soon forgotten. Once companies have attracted customers they often the second half of the story. In the 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—________ that the customer remains a customer.

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 percent of its every years. In constantly changing , 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 ________ those lost opportunities and calculate the ________ implications. Cutting down the number of customers a company loses can make a big ________ in its performance. Research in the US found that a five percent decrease in the number of defecting (流失的) customers led to ________ increases of between 25 and 85 percent.

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 ________ never returns, is losing the company thousands of dollars in ________ profits (more if you consider how many people they are likely to tell about their bad experience).

The logic behind cultivating customer________ is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to ________ them”, says Adrian Payne of Cornfield University’ School of Management. “Research suggests that there is a close relationship between ________ customers and making profits. ________ customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price ________, and may provide free word-of-mouth advertising. Retaining customers also makes it ________ for competitors to enter a market or increase their________ 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. excitement B. sorrow C. decision D. performance

4.A. denying B. ensuring C. arguing D. proving

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

6.A. shops B. guests C. opportunities D. customers

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

8.A. look forward to B. gave in to C. devote to D. wake up to

9.A. Cultural B. social C. financial D. economical

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

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

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

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

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

15.A. affecting B. understanding C. keeping D. attracting

16.A. introducing B. analyzing C. searching D. retaining

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

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

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

20.A. share B. goods C. stresses D. progress

Answer 1