i 语言知识及应用 (共两节, 满分45分)
第一节 完形填空(共15小题；每小题2分，满分30分)
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 often 2 the second half of the story. in the excitement 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— 3 that the customer remains a customer.
4 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 per cent of its customers every year. in constantly changing 5 , 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 those lost opportunities and calculate the 6 implications. cutting down the number of customers a company loses can make a big 7 in its performance. research in the us found that a five per cent decrease in the number of defecting (流失的) customers led to 8 increases of between 25 and 85 per cent.
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