完形填空。
Everyone in business has been told that success is all about attracting and retaining
(留住) customers. It sounds 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-3that 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
6implications. 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 increases of between 25 and 85 percent.
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 and 9 never
returns, is losing the company thousands of dollars in 10 profits (more if you consider how many
people they are likely to tell about their bad experience).
The logic behind cultivating customer11 is impossible to deny. 'In practice most companies'
marketing effort is focused on getting customers, with little attention paid to12 them', says Adrian
Payne of Cornfield University' School of Management. 'Research suggests that there is a close
relationship between retaining customers and profits.13 customers 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 it15
for competitors to enter a market or increase their share of a market.
()1. A．in particular
( )2．A．emphasize
( )3．A．denying
( )4．A．Moving
( )5．A．markets
( )6．A．culture
( )7．A．promise
( )8．A．cost
( )9．A．as a result
( )10．A．huge
( )11．A．beliefs
( )12．A．altering
( )13．A．Assumed
( )14．A．agreeable
( )15．A．unfair B．in reality
B．doubt
B．ensuring
B．Hoping
B．tastes
B．social
B．plan
B．opportunity
B．on the whole
B．potential
B．loyalty
B．understanding
B．Respected
B．flexible
B．difficult C．at least
C．overlook
C．arguing
C．Starting
C．prices
C．financial
C．mistake
C．profit
C．in conclusion
C．extra
C．habits
C．keeping
C．Established
C．friendly
C．essential D．first of all
D．believe
D．proving
D．Failing
D．expenses
D．economical
D．difference
D．budget
D．on the contrary
D．reasonable
D．interest
D．attracting
D．Unexpected
D．sensitive
D．convenient