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.”
| 小題1: | | A．in particular | B．in reality | C．a(chǎn)t least | D．first of all |
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| 小題2: | | A．emphasize | B．doubt | C．overlook | D．believe |
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| 小題3: | | A．tend to | B．contribute to | C．a(chǎn)ppeal to | D．devote to |
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| 小題4: | | A．denying | B．ensuring | C．a(chǎn)rguing | D．proving |
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| 小題5: | | A．Moving | B．Hoping | C．Starting | D．Failing |
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| 小題6: | | A．a(chǎn)verage | B．ordinary | C．normal | D．usual |
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| 小題7: | | A．markets | B．tastes | C．prices | D．expenses |
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| 小題8: | | A．cultural | B．social | C．financial | D．economical |
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| 小題9: | | A．Cutting up | B．Cutting through | C．Cutting in | D．Cutting down |
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| 小題10: | | A．promise | B．plan | C．mistake | D．difference |
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| 小題11: | | A．cost | B．opportunity | C．profit | D．budget |
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| 小題12: | | A．worthy | B．worth | C．value | D．price |
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| 小題13: | | A．service | B．delivery | C．order | D．promotion |
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| 小題14: | | A．a(chǎn)s a result | B．on the whole | C．in conclusion | D．on the contrary |
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| 小題15: | | A．huge | B．potential | C．extra | D．reasonable |
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| 小題16: | | A．beliefs | B．loyalty | C．interest | D．habits |
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| 小題17: | | A．a(chǎn)ltering | B．understanding | C．keeping | D．a(chǎn)ttracting |
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| 小題18: | | A．Established | B．Assumed | C．Respected | D．Unexpected |
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| 小題19: | | A．Sensitive | B．friendly | C．flexible | D．a(chǎn)greeable |
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| 小題20: | | A．unfair | B．convenient | C．difficult | D．essential |
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輕松課堂單元期中期末專題沖刺100分系列答案