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 often2the 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-3that the customer remains a customer.
4to 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 years. In constantly changing5, 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 the6implications. Cutting down the number of customers a company loses can make a big7in its performance. Research in the US found that a five per cent decrease in the number of defecting (流失的) customers led to8increases of between 25 and 85 per cent.
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 and9never returns, is losing the company thousands of dollars in10profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer11is impossible to deny. "In practice most companies' marketing effort is focused on getting customers, with little attention paid to12them", says Adrian Payne of Cornfield University' School of Management. "Research suggests that there is a close relationship between retaining customers and making profits.13customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price14, and may provide free word-of-mouth advertising. Retaining customers also makes it15for competitors to enter a market or increase their share of a market.
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第二节完形填空（共20小题：每小题1.5分，共30分）
阅读下面短文，掌握其大意，从每题所给的A、B、C、D四个选项中，选出最佳选项，并在答题卡上将该项涂黑。
I played a racquetball game against my cousin Ed last week .It was one of the most __36__and tiring games I’ve ever had. When Ed first phoned and 37 we play, I laughed quietly, figuring on an 38 victory. After all, Ed’s idea of 39 has always been nothing more 40 than lifting a fork to his mouth. 41 I can remember, Ed’s been the least physically fit member in the family, and 42 proud of himself. His big stomach has always ballooned out between his T-shirt and trousers. Although the family often 43 about that, Ed refused to buy a 44 T-shirt or to lose weight. So when Ed 45 for our game not only with the bottom of his shirt gathered inside his trousers but also with a stomach you could hardly 46 I was so surprised that I was 47 .My cousin must have made an effort to get himself into shape. 48 ,at the point in our game when I’d have predicted (预计) the score to be about 9 to 1 in my favor, it was 49 7 to 9—and Ed was 50 . The sudden realization was painful. We 51 to play like two mad men. When the score was 16 up, I was having serious 52 about staying alive until 21 years old, let alone 53 that many points. When the game finally ended, both of us were lying flat on our backs, too tired to 54 .In a way, I think we both won in the game: I won the game, but cousin Ed my 55 .
36 A. encouraging B. hopeless C. surprising D. regular
37 A. declared B. mentioned C. persuaded D. suggested
38 A. unforgettable B. unexpected C. easy D. early
39 A. exercise B. preparation C. joy D. fitness
40 A. time-saving B. comfortable C. suitable D. effort-making
41 A. As soon as B. As long as C. When D. Since
42 A. strangely B. personally C. reasonably D. eagerly
43 A. cared B. forgot C. quarreled D. joked
44 A. clean B. larger C. straight D. darker
45 A. set out B. got ready C. arrived D. returned
46 A. notice B. admire C. believe D. measure
47 A. nervous B. curious C. careless D. speechless
48 A. After all B. As a result C. Above all D. At last
49 A. mistakenly B. then C. instead D. naturally
50 A. leading B. coming C. waiting D. counting
51 A. pretended B. stopped C. continued D. decided
52 A. thoughts B. doubts C. situations D. problems
53 A. scoring B. completing C. receiving D. keeping
54 A. play B. start C. sleep D. move
55 A. friendship B. respect C. support D. favor
三、完型填空：
A man was exploring caves by the seashore when he found a bag with a bunch of hardened clay balls．It was like someone had 36 the balls and left them out in the dune to bake．
They didn’t look like much, but they 37 the man, so he took the bag out of the cave with him．As he walked along the beach, he 38 the clay balls one at a time out into the ocean as far as he could．He thought little about it 39 he dropped one of the clay balls and it cracked open（裂开）on a rock．Inside was a beautiful, precious stone! 40 , the man started breaking open the 41 balls．Each contained a similar treasure．He found thousands of dollars’ 42 of jewels in the 20 or so leftover ones．
Then it 43 him．He’d been on the beach a long time, throwing maybe 50 or 60 of the balls, with their hidden treasure, into the 44． He 45 have taken home tens of thousands but he had just thrown it away!
It’s like that 46 people．We look at someone, maybe even ourselves, but we 47 see the clay shell．It doesn’t look like much from the 48．It isn’t always beautiful or shining, so we 49 it．we see that person as less important than someone more 50 or stylish or well known or wealthy．But we haven’t taken the time to find the treasure 51 inside that person．
There is a treasure in each and every one of us．If we take the time to get to know that person and ask God to show us that person the 52 he sees them, then the clay begins to 53 and the brilliant jewel begins to shine forth．May we not come to the 54 of our lives and find out that we’ve thrown away a 55 in friendships because the gems were hidden in balls of clay! May we see the people in our world as God sees them．
36．A．invented B．rolled C．handled D．bounced
37．A．confused B．encouraged C．interested D．relaxed
38．A．dipped B．pushed C．kicked D．threw
39．A．untilB．when C．since D．though
40．A．Frightened B．Determined C．Excited D．Disappointed
41．A．shining B．floating C．surviving D．remaining
42．A．worthB．value C．cost D．wealth
43．A．shocked B．rejected C．struck D．delighted
44．A．caves B．waves C．seashore D．storms
45．A．might B．must C．could D．should
46．A．with B．towards C．about D．between
47．A．hardly B．actually C．simply D．luckily
48．A．distance B．outside C．weight D．pattern
49．A．removed B．suspected C．ignored D．kept
50．A．beautiful B．cautious C．positive D．grateful
51．A．lost B．hidden C．divided D．mixed
52．A．moment B．point C．degree D．way
53．A．come off B．break away C．take over D．fall down
54．A．sight B．best C．middle D．end
55．A．relation B．position C．fortune D．memory
第二节：完形填空（共20小题；每小题1.5分，满分30分）
阅读下面短文，掌握其大意，然后从36~55各题所给的四个选项（A、B、C和D）中，选出最佳选项，并在答题卡上将该项涂黑。
Far out in the sea lived three Sirens，the three sisters of magic song．Half human and half bird，the Siren sisters sat in a field of flowers， 36 in voices that excited the hearts of men．The attractive songs were so 37 that ships were attracted to the 38 and struck to pieces on the rocks．No sailor nor ship had ever been known to 39 the island of the Sirens without being attracted to 40 .
Acting on the advice of Circe, Odysseus made careful 41 against the Sirens．Before their ships came to where they could 42 the song, Odysseus had himself 43 the mast (桅杆), stuffed (堵住) the 44 of his men with wax (蜡) and ordered them to 45 his orders and gestures when they were passing the 46 island.
Soon they came in sight of the 47 island, and the attractive song reached the ears of 48. It moved him so much that he struggled in despair to 49 himself and shouted for his men to 50 the rich and flowery grass land of the singing sisters. But 51 paid any attention to him. The sailors kept straight on until they were 52 out of hearing. 53 his friends freed him and took the wax out of their ears. For 54 the Sirens had sung with no 55 . The eldest of the sisters, Partherope, loved Odysseus so much that she threw herself into the sea after his ships had passed.
36. A. talking B. calling C. yelling D. singing
37. A. strange B. sweet C. terrible D. loud
38. A. flowers B. sea C. island D. rocks
39. A. visit B. approach C. pass D. leave
40. A. disaster B. success C. peace D. loss
41. A. communication B. preparation C. action D. attention
42. A. singB. acceptC. hearD. enjoy
43. A. tied to B. standing along C. facing to D. seated on
44. A. eyes B. mouth C. nose D. ears
45. A. missB. ignore C. carryD. take
46. A. friendly B. 1ovely C. deadly D. lonely
47. A. rocky B. sunny C. windy D. sandy
48. A. Partherope B. Sirens C. Circe D. Odysseus
49. A. beat B. free C. relief D. order
50. A. go around B. keep off C. turn towards D. run away from
51. A. no one B. anyone C. everyone D. someone
52. A. completely B. luckily C. quickly D. naturally
53. A. Still B. Then C. But D. Again
54. A. the moment B. long C. ever D. once
55. A. meanings B. points C. effects D. efforts
第三节完形填空（共20小题，每小题1.5分；满分30分）
阅读下面短文，从短文后所给各题的四个选项（A、B、C和D）中，选出可以填入空白处的最佳选项，并在答题卡上将该项涂黑。
If your father never says to you “I love you” when you are a child, it 21 to be more and more difficult for him to say the words as he grows 22 .
I do not 23 hearing the words from my father when I was growing up. 24 , I could not recall(回忆) when I had 25 said those words to him either.
One day, I decided to 26 the ice and make the first 27 . So in our next phone conversation I gathered all my 28 and let out the words in a low voice, “Dad… I love you!”
There was a 29 at the other end and he awkwardly 30 , “Well, same back at ya!”
I was unexpectedly 31 and my voice was raised, “Dad, I know you love me, and I know when you are ready, you will say what you want to say.”
Fifteen minutes later my mother called and 32 asked, “Paul, is everything okay?”
A few weeks later, Dad 33 our phone conversation with the words, “Paul, I love you.” I was so moved that tears were rolling down my cheeks as I finally “34 ” the love. As I sat there in tears I realized that this 35 moment had taken our father-and-son relationship to a new 36 .Shortly afterwards, my father narrowly 37 death following heart surgery（外科手术）. Many times 38 , I have 39 if I had not taken the first step and Dad not 40 the surgery, I would have never “heard” the love.
21. A. works out B. breaks out C. comes out D. turns out
22. A. wiserB. busier C. weaker D. older
23. A. rememberB. enjoy C. mind D. regret
24. A. Truthfully B. Fortunately C. Naturally D. Obviously
25. A. only B. last C. once D. first
26. A. melt B. break C. strike D. build
27. A. complaint B. promise C. move D. impression
28. A. strength B. ideas C. words D. attention
29. A. sigh B. silence C. voice D. cry
30. A. refused B. shouted C. replied D. explained
31 A. touched B. frightened C. shocked D. annoyed
32. A. excitedly B. nervously C. willingly D. sadly
33. A. continued B. checked C. concluded D. interrupted
34. A. accepted B. expected C. learned D. heard
35. A. quiet B. difficult C. special D. different
36. A. level B. idea C. world D. end
37. A. managed B. escaped C. avoided D. faced
38. A. then B. ago C. before D. since
39. A. realizedB. found C. doubted D. wondered
40. A. challenged B. experienced C. survived D. received
第二节完形填空（20小题；每小题1.5分，满分30分）
At expert in time management was speaking to a group of students and, to drive home a point, used an illustration（演示）those students will never 36 .
Standing in front of the group, he 37 a wide-mouth jar and about a dozen fist-sized rocks and carefully placed them, one 38 , into the jar. When the jar was filled to the 39 and no more rocks would fit inside, he asked, ”Is this jar 40 ?" Everyone in the class yelled, "Yes" The expert replied, “Really?” He took out a bucket of gravel（沙砾）, dumped some gravel in and41 the jar, 42 pieces of gravel to work themselves down into the 43 between the big rocks. He then asked the group once more, "Is this jar full?" 44 this time the class understood him." Probably not." one of them answered. "Good." He replied. He brought out a bucket of 45 , dumping it in the jar and it went into all of the spaces 46 between the rocks and the gravel. Once again he asked the question, "Is this jar full？” “ 47 " the class shouted. Once again he said "Good." Then he began to 48 a pitcher of water in until the jar was filled to the brim. Then he looked at the class and asked, "What is the 49 of this illustration?" One 50 student raised his hand and said, “ The point is, No matter how full your 51 is, if you try really hard you can always fit some more things in it!"
"No," the speaker 52 , “The truth this illustration 53 us if you don't put the big rocks in first ,you'll never get them in at all. What are the "big rocks" in your life? Time with your loved ones, your education, your dreams, a 54 cause or teaching others? Remember to put these 55 in first or you'll never get them in at all."
36.A. forget B. remember C. regret D. make
37.A. took out B. made out C. put out D. gave out
38.A. at the time B. by the time C. at a time D. in no time
39.A. bottom B. top C. surface D. middle
40.A. empty B. small C. full D. big
41.A. filled B. washed C. blew D. shook
42.A. ordering B. making C. causing D. realizing
43.A. distance B. spaces C. shapes D. entrance
44.A. In B. At C. By D. On
45.A. sand B. water C. earth D. stone
46.A. remained B. created C. saved D. left
47.A. Yes B. No C. Not a little D. No problem
48.A. pour B. throw C. store D. spread
49.A. possibility B. point C. use D. definition
50.A. worried B. clever C. eager D. anxious
51.A. work B. jar C. class D. schedule
52.A. replied B. requested C. reminded D. required
53.A. orders B. demands C. teaches D. suggests
54.A. common B. reasonable C. deeper D. worthy
55.A. bit rocks B. gravel C. water D. hope