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1、课时知能训练.完形填空(2011上海高考)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 b
2、eating 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 busin
3、esses huge amounts of money annually.It has been estimated that the average company loses between 10 and 30 percent 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
4、are organisations beginning to wake up to these 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 percent decrease in the number of defecting(流失的)customers led to_8_increa
5、ses of between 25 and 85 percent.In the US，Dominos 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 _9_never returns，is losing the company thousands of dollars in_10_profits (more if yo
6、u consider how many people they are likely to tell about their bad experience)The logic behind cultivating customer _11_is impossible to deny.“In practice most companies marketing effort is focused on getting customers，with little attention paid to _12_ them”，says Adrian Payne of Cornfield Universit
7、ys School of Management.“Research suggests that there is a close relationship between retaining customers and making profits._13_customers tend to buy more，are predictable and usually cost less to service than new customers.Furthermore，they tend to be less price _14_，and may provide free wordofmouth
8、 advertising.Retaining customers also makes it_15_ for competitors to enter a market or increase their share of a market.”1A.in particularBin realityCat least Dfirst of all【解析】句意：这句话听起来简单且可实现，但实际上，这些明智的语言很快就会被忘记的。前后两句为转折关系，由此可推知答案。in particular尤其，特别；in reality实际上，事实上；at least至少；first of all最重要的是。【答案
9、】B2A.emphasize BdoubtCoverlook Dbelieve【解析】根据本段最后一句可知，公司把顾客吸引来之后，即买卖成功之后，他们就忘记了把顾客继续留住，也就是忽视了“attracting and retaining customers”中的后半部分，即retaining customers。emphasize强调；doubt怀疑；overlook忽视；believe相信。【答案】C3A.denying BensuringCarguing Dproving【解析】由上文的叙述可知，他们忘掉了他们认为的麻烦事确保自己的顾客以后还是顾客。deny否定；ensure确保；argu
10、e争论；prove证明。【答案】B4A.Moving BHopingCStarting DFailing【解析】结合上文以及本句后半部分“在生意上，每年要付出巨额资金”，由此可知，此处表示“没能吸引并留住顾客”。【答案】D5A.markets BtastesCprices Dexpenses【解析】上句提到公司失去自己的顾客，这应该发生在“变化莫测的市场之中”，由此可知答案。【答案】A6A.cultural BsocialCfinancial Deconomical【解析】根据下文可知，本句意为“只是现在，有些组织才开始注意到这些失去的机会，才开始计算经济上的后果。”cultural文化上的；
11、social社会的；financial经济上的；economical节约的，经济的。【答案】C7A.promise BplanCmistake Ddifference【解析】由句意可知，一家公司减少损失的顾客可使它在市场上的表现大为改观。make a difference有意义，有影响，有作用。【答案】D8A.cost BopportunityCprofit Dbudget【解析】句意：美国研究发现，流失顾客如果减少百分之五，赢利(profit)就会增加百分之二十五到百分之八十五。【答案】C9A.as a result Bon the wholeCin conclusion Don the c
12、ontrary【解析】新顾客得到的产品或服务质量差，结果，他们就不会再回来了。根据上下句可看出，两句话有因果关系。as a result结果；on the whole整体上看；in conclusion总之；on the contrary相反。【答案】A10A.huge BpotentialCextra Dreasonable【解析】由常识可知，老顾客流失所造成的损失应该是“潜在的”，而且如果他们把自己不好的经历告知他人，损失会更大。【答案】B11A.beliefs BloyaltyChabits Dinterest【解析】根据下句“In practice.focused on getting
13、 customers.”可知，此句表示“培养顾客的忠实性符合逻辑，不容否认。loyalty忠诚，符合文意。【答案】B12A.altering BunderstandingCkeeping Dattracting【解析】在市场上，公司主要是努力得到顾客，但不太关注留住顾客。keep customers与retain customers意思接近。【答案】C13A.Assumed BRespectedCEstablished DUnexpected【解析】根据句意“老顾客会购买的更多，有预测性且比新顾客更省钱”，可知此处与new customers形成对比，指“老顾客/已确定的顾客”。establi
14、shed意为“已确定的”。【答案】C14A.agreeable BflexibleCfriendly Dsensitive【解析】而且，他们不怎么砍价，即对价格不太敏感(sensitive)，还可以提供免费的口头广告。agreeable惬意的；flexible灵活的；friendly友好的。【答案】D15A.unfair BdifficultCessential Dconvenient【解析】此处在叙述留住顾客的好处所在，即也可以让竞争者很难(difficult)进入市场或者增加市场份额。unfair不公平的；essential基本的，重要的；convenient方便的。【答案】B.语法填空Sometimes Chinese English teachers are puzzled by 1._questions，“Have you got any skills in reading comprehension？” Actually，many of the teachers cant give students 2._efficient way to deal with reading.Anyway，3._ often simply say，“Read more and practise more，and you 4._
