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.”
A．in particular B．in reality C．at least D．first of all
A．emphasize B．doubt C．overlook D．believe
A．tend to B．contribute to C．appeal to D．devote to
A．denying B．ensuring C．arguing D．proving
A．Moving B．Hoping C．Starting D．Failing
A．average B．ordinary C．normal D．usual
A．markets B．tastes C．prices D．expenses
A．cultural B．social C．financial D．economical
A．Cutting up B．Cutting through C．Cutting in D．Cutting down
A．promise B．plan C．mistake D．difference
A．cost B．opportunity C．profit D．budget
A．worthy B．worth C．value D．price
A．service B．delivery C．order D．promotion
A．as a result B．on the whole C．in conclusion D．on the contrary
A．huge B．potential C．extra D．reasonable
A．beliefs B．loyalty C．interest D．habits
A．altering B．understanding C．keeping D．attracting
A．Established B．Assumed C．Respected D．Unexpected
A．Sensitive B．friendly C．flexible D．agreeable
A．unfair B．convenient C．difficult D．essential
第二节完型填空（共20小题；每小题 1.5 分，满分 30 分）
阅读下面短文，从短文后各题所给的四个选项（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。
A ship hit a rock on its way back. The only 36of the shipwreck was washed up on a small, 37 island. He prayed 38for God to rescue him, and every day he scanned the 39for help, but none seemed forthcoming.
Exhausted, he eventually managed to build a little hut 40driftwood to protect him from the bad weather, and to store his few 41 . But then one day, after searching for food, he arrived home to 42his little hut in flames, the 43rolling up to the sky.
The 44had happened; everything was lost.
He was shocked with grief and 45. “God how could you do this to me!” he cried.
Early the next day, however, he was awakened by the 46of a ship that was 47 the island. It had come to rescue him. "How did you know I was here?" asked the tired man of his 48. “We saw your smoke 49,”they replied.
It is easy to get 50when things are going bad.
But we shouldn't 51
, because Nature is 52in our lives, even in the midst of pain and 53.
Remember, 54your little hut is burning to the ground it just may be a smoke signal that summons the grace of Nature.
For all the negative things we have to say to ourselves, Nature has a 55answer for it .
36. A. captain B. boss C. friendD. survior
37. A. lonely B. populated C. rich D. poor
38. A. happily B. feverishly C. sadly D. surprisingly
39. A. horizon B. sky C. land D. tree
40. A. by B. with C. out of D. in
41. A. possessions B. food C. furniture D. animals
42. A; look for B. find C. search D. search for
43. A. fire B. cloud C. smoke D. wind
44. A. best B. worst C. most D. least
45. A. sadness B. silence C. fear D. anger
46. A. sound B. voice C. whisper D. footstep
47. A. reaching B. arriving in C. approaching D. getting to
48. A. friends B. rescuers C. searchers D. brothers
49. A. sign B. mark C. scene D. signal
50. A. encouraged B. discouraged C. enabled D. disabled
51. A. lose heart B. lose our heart C. Lose a heart D. lose hearts
52. A. at work B. at play C. at large D. at table
53. A. blame B. suffering C. praise D. wandering
54. A. the first time B. the last time C. every time D. next time
55. A. wrong B. right C. different D. positive
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，从短文后所给各题的四个选项（A、B、C和D）中，选出最佳选项。
Many television programs are very realistic. One who watches 41 often feels that whatever happens in a film can 42 happen to him. With only a little imagination（想象力）, every man in the 43 becomes a thief, a spy(间谍) or a 44 . Jane had been watching a spy film at a friend’s house. In it a girl has been 45 and murdered. She walked to the station, feeling a little frightened. She took a 46 back to the center of the city. There were a lot of people traveling with her, 47 she felt much 48.
A man sitting opposite her, 49 a newspaper, glanced at her. She thought 50 terrib
le until she saw him staring at her, 51 the film and feeling very uncommon, she got 52 the train and went to the bus-shop. When he got on 53 bus as she did, she found that he was following her. As long as she was with other people, she wasn’t frightened, but when she got off the bus, the street was almost 54 . She walked as fast as possible. She could hear footsteps following her, but she dared not look behind. Reaching the front door, she 45 for her key, but she was unable to find 56because she was so terrified. Just then she felt a hand on her shoulder. Instead of feeling hands 57 her neck, however, she heard a 58 voice.
“ I wonder 59 I frightened you. I’m your new 60 . I thought I recognized you on the train, but I wasn’t sure.”
41. A. films B. TV C. plays D. matches
42. A. well B. often C. not D. hardly
43. A. park B. school C. factory D. street
44. A. stranger B. walker C. murderer D. passenger
45. A. followed B. loved C. kissed D. found
46. A. bus B. taxi C. car D. train
47. A. but B. so C. or D. unless
48. A. safer B. hotter C. noisier D. faster
49. A. reads B. reading C. readed D. read
50. A. something B. everything C. nothingD. anything
51. A. Seeing B. Remembering C. Watching D. Noticing
52. A. on B. off C. inD. out
53. A. the same B. same C. the similar D. similar
54. A. noisy B. busy C. crowded D. Empty
55. A. asked B. felt C. called D. waited
56. A. her B. him C. it D. them
57. A. above B. round C. over D. under
58. A. pleasant B. terrible C. cold D. loud
59. A. and B
. if C. because of D. or
60. A. friend B. husband C. classmate D. neighbor
二.完型填空（每小题1分，共20分）
For the first nineteen months, Helen Keller was like other pretty, happy babies in every way. Then a sudden illness destroyed her sight and hearing. 16 she could not hear what other people were saying, the child couldn’t 17 to speak. For the next five years, she lived in a world of darkness 18 sounds and words.
The person who changed Helen’s world was her teacher, Anne Sullivan, who 19 her life in 1887. Miss Sullivan had agreed 20 a blind child who acted like a young animal, rushing wildly around, throwing and hitting anyone whom she could 21 . Who could believe that 22 child could be taught? But Anne had been blind during part of her childhood and had learned to read Braille, 23 is a system of raised dots that can be felt by the fingers of a blind person. She had learned 24 again only after several operations, and she 25 forgot the experience of 26 . Miss Sullivan couldn’t teach Helen to speak 27 some other important things 28 . The little girl had to learn to control her actions and feelings. She had always been able to get what she wanted 29 force. The teacher had to 30 her learn that she could not always do 31 she wished to do.
Miss Sullivan’s battle began. Sometimes there was real fighting 32 the wild child and the strong teacher. 33 , however, the battle was won by Miss Sullivan, who had succeeded 34 Helen that she loved her and wanted to help her. The child and the teacher became friends. They 35 be friends until the teacher’s death, fifty years later.
( )16. A. Because B. IfC. Even D. Though
( )17. A. able B. study C. learn D. managed
( )18. A. with B. without C. either D. of
( )19. A. brought to B. entered C. saved D. made
( )20. A. to teach B. to bring up C. to cure D. to punish
( )21. A. see B. reach C. look at D. look for
( )22. A. so B. a C. such D. such a
( )23. A. it B. this C. that D. which
( )24. A. to speak B. to walk C. to look D. to see
( )25. A. not B. neither C. nor D. never
( )26. A. deaf B. being deaf C. blind D. being blind
( )27. A. as soon as B. until C. after D. when
( )28. A. learned B. had studied C. had learned D. had been learned
( )29. A. to use B. by using C. using D. to be used
( )30. A. make B. get C. tell D. ask
( )31. A. whatever B. however C. wherever D. whoever
( )32. A. among B. between C. in D. against
( )33. A. At first B. At lastC. At the end D. At once
( )34. A. in B. in understanding C. in showing D. to show
( )35. A. wouldn’t B. could never C. came to D. continued to
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，从短文后各题所给的四个选项（Ａ、Ｂ、Ｃ和Ｄ）中，选出可以填入空白处的最佳选项
As I look back on it now, I realize it was kind of silly of me to be so worried when he was really just late. I waited every night for Daddy, _21__ I tried to dress like and _22__ around everywhere.
That day, I stood at my _23__ place by the door, waiting for his__24__ from work. 
After standing there for a while, I began to wonder _25__ Daddy was, I ran into the kitchen to Mummy.
“When is Daddy coming?” I asked __26__ because I didn’t want to _27___ he was on a business trip.
“__28___, honey,” Mummy replied distractedly(心烦意乱) because she _29___ a difficult recipe (食谱) for dinner.
I ran back to the door, for I knew that Daddy was coming and that I wasn’t standing there for nothing. I began to recite the words _30__ my favorite books.
Tired of that, I went back to the kitchen to ask Mummy again but _31___ I could open my mouth, she handed a My Little Pony coloring book. In her you-had-better-listen _32___she said: “I am busy, Danielle. Go to __33__a pretty picture and I will hang it on the refrigerator.”
I went back to the door, put my book and crayons(蜡笔) _34____, then went to get my mini rocking chair __35___. After a while, the picture became a pink and purple artistic wonder.
Soon I smiled – with relief as I heard the sound of the __36___ opening and Daddy’s car driving in. I heard him turn off the engine and open and close the car door. The __37___thing I knew the door opened and __38__ stood Daddy. I stood up and held my arms _39__ . I hugged him tightly and whispered, “I love you.”
As I sit at the computer finishing this story, I know daddy will be home soon. I still _40__ when he is late. I still go to greet him when he arrives. And I still tell him I love him.
21.A. that B. who C. which D. whose
22. A. followed B. 
played C. fooled D. stuck
23.A .own B. usual C. favorite D. ordinary
24. A. returnB. shadow C. appearance D. journey
25. A. how B. that C.where D. in which
26. A. quietly B. politely C. unhappily D. hopefully
27. A. find out B. learn about C. be knownD. worry about
28. A. Just wait B. No hurry C. Soon D. As usual
29. A. followed B. was following C. had followed D. would follow
30. A. in B. from C.with D. on
31. A.when B. untilC.unless D. before
32. A. noise B. voice C. sound D.way
33. A. make
B. draw C. colour D. paint
34. A. away B. up C. backD. down
35. A. to sit in B. to sit C. to be seated D. to seat
36. A. houseB. garage C. backyard D. package
37. A. first B. next C. last D. latest
38. A. here B. where C. there D. at which
39. A, out B. up C. over D. on
40. A. realize B. excite C. wonder D. worry
第三节：完形填空（共20小题；每小题1．5分，满分30分）
It is well that young men should begin at the beginning and occupy the least important positions．21of the leading businessmen of Pittsburgh had a serious responsibility placed upon them at the very 22 of their career．They were 23to the broom(扫帚), spending the first hours of their business lives 24the office．
And here is the basic 25of success, the great secret: 26 your energy, thought, and capital (资本) wholly on the business in which you are 27．Having begun in one line, determine to fight it out on that 28, to lead in it, adopt every 29 , have the best machinery, and know the most about it．
The companies which fail are those which have 30their capital, which means that they have scattered their brains 31．They have investments in this, or that, or 32, here, there, and everywhere．“Don't put all your eggs in one basket” is all 33, I tell you．“Put all your eggs in one basket, and then 34 that basket”．Look round you and take 35; men who do that do not often fail．It is easy to watch and carry the one basket．It is trying to carry too many baskets 36breaks most eggs in this country．He who 37 three baskets must put one on his 38, which is likely to fall down．One 39of the American businessman is lack of concentration．
Remember: put all your eggs in one basket, and watch that basket． 40Emerson says, "no one can cheat you out of final success but yourselves．"
21．A．None B．Few C．All D．Many
22．A．beginning B．endC．pointD．promotion
23．A．ordered B．promotedC．introducedD．stated
24．A．sweeping out B．taking out C．bringing out D．picking out
25．A．inspiration B．condition C．plan D．case
26．A．concentrate B．devote C．applyD．bury
27．A．charged B．engaged C．prepared D．done
28．A．position B．careerC．row D．line
29．A．improvement B．chanceC．learningD．rise
30．A．gathered B．forbidden C．got D．scattered
31．A．also B．eitherC．neither D．yet
32．A．one B．the otherC．others D．the others
33．A．apparent B．clearC．wrong D．perfect
34．A．notice B．observe C．stare D．watch
35．A．notice B．commentC．interest D．concentration
36．A．what B．that C．whoever D．whichever
37．A．brings B．takes C．carries D．owns
38．A．mind B．brain C．head D．hand
39．A．fault B．advantage C．pattern D．model
40．A．When B．While C．Which D．As