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.” 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. tend to b. contribute to c. appeal to d. devote to 4．a. denying b. ensuring c. arguing d. proving 5．a. moving b. hoping c. starting d. failing 6．a. average b. ordinary c. normal d. usual 7．a. markets b. tastes c. prices d. expenses 8．a. cultural b. social c. financial d. economical 9．a. cutting up b. cutting through c. cutting in d. cutting down 10．a. promise b. plan c. mistake d. difference 11．a. cost b. opportunity c. profit d. budget 12．a. worthy b. worth c. value d. price 13．a. service b. delivery c. order d. promotion 14．a. as a result b. on the whole c. in conclusion d. on the contrary 15．a. huge b. potential c. extra d. reasonable 16．a. beliefs b. loyalty c. interest d. habits 17．a. altering b. understanding c. keeping d. attracting 18．a. established b. assumed c. respected d. unexpected 19．a. sensitive b. friendly c. flexible d. agreeable 20．a. unfair b. convenient c. difficult d. essential 《答案》 1．b 2．c 3．a 4．b 5．d 6．a
