1．Directions：For each blank in the following passage there are four words or phrases marked A，B，C and D．Fill in each blank with the word or phrase that best fits the context．
Everyone in business has been told that success is all about attracting and retaining （留住） customers．It sounds simple and achievable．But，（50）inreality，words of wisdom are soon forgotten．Once companies have attracted customers they often （51）overlook 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-（52）ensuring that the customer remains a customer．
（53）Failing 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 10and 30per cent of its customers every years．In constantly changing （54）markets，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（55）financial
implications．Cutting down the number of customers a company loses can make a big （56）difference in its performance．Research in the US found that a five per cent decrease in the number of defecting （流失的） customers led to （57）profit increases of between 25and 85per cent．
In the US，Domino's Pizza estimates that a regular customer is worth more than $5，000over ten years．A customer who receives a poor quality product or service on their first visit and（58）asaresult never returns，is losing the company thousands of dollars in（59）potential profits （more if you consider how many people they are likely to tell about their bad experience）．
The logic behind cultivating customer （60）loyalty is impossible to deny．"In practice most companies'marketing effort is focused on getting customers，with little attention paid to（61）keeping them"，says Adrian Payne of Cornfield University'School of Management．"Research suggests that there is a close relationship between retaining customers and making profits．（62）Established customers tend to buy more，are predictable and usually cost less to service than new customers．Furthermore，they tend to be less price （63）sensitive，and may provide free word-of-mouth advertising．Retaining customers also makes it （64）difficult for competitors to enter a market or increase their share of a market．
50．A．in particularB．in realityC．a(chǎn)t leastD．first of all
51．A．emphasizeB．doubtC．overlookD．believe
52．A．denyingB．ensuringC．a(chǎn)rguingD．proving
53．A．MovingB．HopingC．StartingD．Failing
54．A．marketsB．tastesC．pricesD．expenses
55．A．cultureB．socialC．financialD．economical
56．A．promiseB．planC．mistakeD．difference
57．A．costB．opportunityC．profitD．budget
58．A．a(chǎn)s a resultB．on the wholeC．in conclusionD．on the contrary
59．A．hugeB．potentialC．extraD．reasonable
60．A．beliefsB．loyaltyC．habitsD．interest
61．A．a(chǎn)lteringB．understandingC．keepingD．a(chǎn)ttracting
62．A．AssumedB．RespectedC．EstablishedD．Unexpected
63．A．a(chǎn)greeableB．flexibleC．friendlyD．sensitive
64．A．unfairB．difficultC．essentialD．convenient．

分析 本文是一篇議論文．主要論述了顧客的忠誠(chéng)是企業(yè)成功的關(guān)鍵．在激烈的市場(chǎng)競(jìng)爭(zhēng)中，誰(shuí)能吸引并留住了客戶誰(shuí)就發(fā)展壯大．但是這個(gè)至理名言卻被很多企業(yè)拋之腦后，確認(rèn)顧客就是顧客，而事實(shí)上不把注意力放在吸引和留住顧客身上會(huì)使很多企業(yè)每年蒙受巨大損失．顧客的數(shù)量對(duì)一家公司而言至關(guān)總要，有很大的潛在利潤(rùn)，所以培養(yǎng)顧客對(duì)公司、企業(yè)的忠誠(chéng)不可忽視．

解答 50．B  考查介詞短語(yǔ)．in reality相當(dāng)于in fact 事實(shí)上，根據(jù)前后句意：這聽(tīng)起來(lái)非常簡(jiǎn)單也易行，但是智慧的語(yǔ)言很快就會(huì)被遺忘．in reality在這里用于進(jìn)一步說(shuō)明事實(shí)的真相．in particular特別，尤其；at least至少；first of all 首先．利用排除法，故選B．
51．C  考查動(dòng)詞辨析． 根據(jù)前兩句可知，一旦公司吸引了客戶，他們經(jīng)常忘記這個(gè)故事的第二部分，即留住客戶．故選C．
52．B  考查動(dòng)詞辨析．破折號(hào)后面的"____ thatthe customer remains a customer"是用來(lái)解釋說(shuō)明前面的"what theyregard as the boring side of business"所知的內(nèi)容的，故根據(jù)句意"確�？蛻羧匀皇强蛻�"可知，B項(xiàng)符合語(yǔ)境．故選B．
53．D  考查動(dòng)名詞辨析．根據(jù)上文再聯(lián)系本句可知，給公司造成重大損失的原因是沒(méi)能夠集中精力留住客戶和吸引客戶，fail to do sth．沒(méi)能夠做某事，符合句意，故選D．
54．A  考查名詞辨析．根據(jù)句意可知，在不斷變化的市場(chǎng)中，這不足為奇．故選A．
55．C  考查形容詞辨析． 根據(jù)句意可知，到了現(xiàn)在組織才開(kāi)始對(duì)這些丟失的機(jī)會(huì)醒悟過(guò)來(lái)并開(kāi)始計(jì)算其中的資金聯(lián)系．故選C．
56．D  考查名詞辨析．根據(jù)固定搭配和語(yǔ)境可知，make a bigdifference有很大影響，有很大關(guān)系．故選D．
57．C  考查名詞辨析．由第二段最后一句可知，應(yīng)該是"導(dǎo)致（產(chǎn)生）百分之二十五到八十五的利潤(rùn)增長(zhǎng)"．故選C．
58．A  考查介詞短語(yǔ)辨析．根據(jù)句意可知，假如客戶第一次就接收到糟糕的產(chǎn)品或服務(wù)，結(jié)果他不會(huì)再來(lái)的，這樣公司失去成千上萬(wàn)的潛在的利潤(rùn)．故選A．
59．B  考查形容詞．根據(jù)語(yǔ)境可知，公司損失了很多潛在的利潤(rùn)．故選B．
60．B   考查名詞辨析．根據(jù)語(yǔ)境可知，培育客戶忠誠(chéng)度背后的邏輯是不可能否認(rèn)的．故選B．
61．C  考查動(dòng)名詞辨析．根據(jù)句意可知，事實(shí)上，大多數(shù)公司的市場(chǎng)努力集中在贏得客戶，而很少關(guān)心留住他們．故選C．
62．C 考查過(guò)去分詞辨析．根據(jù)句意可知，固定的客戶往往買更多的產(chǎn)品，有預(yù)測(cè)性，在服務(wù)方面通常比新客戶花費(fèi)的少．故選C．
63．D  考查形容詞辨析．根據(jù)語(yǔ)境可知，此外，固定的客戶往往對(duì)價(jià)格不太敏感，他們可以提供口頭的免費(fèi)廣告．故選D．
64．B  考查形容詞辨析．根據(jù)語(yǔ)境可知，報(bào)留住客戶也使競(jìng)爭(zhēng)者很難進(jìn)入市場(chǎng)或增長(zhǎng)市場(chǎng)份額．故選B．

點(diǎn)評(píng) 解答此類題目可遵循以下步驟：第一步，通讀全文，了解文章大意，獲得整體印象，同時(shí)初選出一批較有把握的答案．第二步，邊核對(duì)初選答案邊補(bǔ)填留下的空格．如果短文難度較大，則可復(fù)讀幾遍，核對(duì)和確定答案．有些空一時(shí)決定不了，可作個(gè)記號(hào)，待復(fù)查時(shí)再確定． 第三步，復(fù)查定稿．從整體理解角度出發(fā)，仔細(xì)審核答案，確保意義上、語(yǔ)法上沒(méi)有錯(cuò)誤，同時(shí)對(duì)遺留下來(lái)的少數(shù)幾個(gè)空格作最后選擇．

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