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.”

小題1:	A．in particular B．in reality C．a(chǎn)t least D．first of all

小題2:	A．emphasize B．doubt C．overlook D．believe

小題3:	A．tend to B．contribute to C．a(chǎn)ppeal to D．devote to

小題4:	A．denying B．ensuring C．a(chǎn)rguing D．proving

小題5:	A．Moving B．Hoping C．Starting D．Failing

小題6:	A．a(chǎn)verage B．ordinary C．normal D．usual

小題7:	A．markets B．tastes C．prices D．expenses

小題8:	A．cultural B．social C．financial D．economical

小題9:	A．Cutting up B．Cutting through C．Cutting in D．Cutting down

小題10:

A．promise B．plan C．mistake D．difference

小題11:

A．cost B．opportunity C．profit D．budget

小題12:

A．worthy B．worth C．value D．price

小題13:

A．service B．delivery C．order D．promotion

小題14:

A．a(chǎn)s a result B．on the whole C．in conclusion D．on the contrary

小題15:

A．huge B．potential C．extra D．reasonable

小題16:

A．beliefs B．loyalty C．interest D．habits

小題17:

A．a(chǎn)ltering B．understanding C．keeping D．a(chǎn)ttracting

小題18:

A．Established B．Assumed C．Respected D．Unexpected

小題19:

A．Sensitive B．friendly C．flexible D．a(chǎn)greeable

小題20:

A．unfair B．convenient C．difficult D．essential

If women are mercilessly exploited year after year, they have only themselves to blame.  Because they tremble at the thought of being seen in public in clothes that are out of fashion, they are always taken advantage of by the designers and the big stores. Clothes which have been worn only a few times have to be put aside because of the change of fashion. When you come to think of it, only a woman is capable of standing in front of a wardrobe packed full of clothes and announcing sadly that she has nothing to wear.
　 Changing fashions are nothing more than the intentional creation of waste. Many women spend vast sums of money each year to replace clothes that have hardly been worn. Women who cannot afford to throw away clothing in this way, waste hours of their time altering the dresses they have. Skirts are lengthened or shortened; neck－lines are lowered or raised, and soon.
No one can claim that the fashion industry contributes anything really important to society. Fashion designers are rarely concerned with vital things like warmth, comfort and durability. They are only interested in outward appearance and they take advantage of the fact that women will put up with any amount of discomfort, as long as they look right. There can hardly be a man who hasn’t at some time in his life smiled at the sight of a woman shaking in a thin dress on a winter day, or delicately picking her way through deep snow in high－h(huán)eeled shoes.
　 When comparing men and women in the matter of fashion, the conclusions to be drawn are obvious. Does the constantly changing fashion of women's clothes, one wonders, reflect basic qualities of instability? Men are too clever to let themselves be cheated by fashion designers. Do their unchanged styles of dress reflect basic qualities of stability and reliability? That is for you to decide.
小題1:The writer would be less critical if fashion designers placed more stress on the of clothing
___ .

A．comfort

B．a(chǎn)ppearance

C．cost

D．suitability

小題2:According to the passage, which of the following statements is TRUE？

A．Fashion designs should not be encouraged since they are only welcomed by women.

B．The constant changes in women's clothing reflect their strength of character.

C．The fashion industry makes an important contribution to society.

D．New fashions in clothing are created for the commercial exploitation of women.

小題3:By saying “the conclusions to be drawn are obvious”, the writer means that _____.

A．women’s inconstancy in their choice of clothing is often laughed at

B．women are better able to put up with discomfort

C．men are also exploited greatly by fashion designers

D．men are more reasonable in the matter of fashion

It’s not easy growing up. Growing up can be a real “pain” for some of us. Sometimes we feel trapped, sometimes we feel sad, sometimes we are fearful, and sometimes we just don’t understand why we can’t stay young forever. But we should take a look back on all the hardships in life with a positive attitude and learn from them. We must overcome every obstacle one small step at a time. We should realize that all of our growing pains actually turn into growing gains!
Throughout our lives we are going to face many challenges and pains, but we should never let these obstacles keep us from following our dreams. We must overcome every obstacle one small step at a time.
As a young girl, my parents forced me to do so many things that I didn’t like. They made me learn to play the violin and then the piano. At that time I hated music and I also hated them. But looking back now, I am so glad that my parents encouraged me to take music lessons. Music has enriched(豐富) my life in so many ways. I now realize that my parents and teachers wanted me to have a better life than they did themselves.
We are all going to experience growing pains, but they are just part of our life. They might seem so huge at the time, but we must be strong. Think about how we would feel if we had no challenges and lived a life like that. Life would be really boring and meaningless. The future is ours! A little hard work and sweat never hurt anyone! If we realize that these pains are just small bumps(碰撞) on our road to success, we will realize that our growing pains are actually growing gains!
小題1:The underlined word “obstacles” (in Paragraph 2) roughly means things that ______.

A．a(chǎn)re related to your studies

B．you easily achieve

C．make you happy

D．make it difficult for you to do something

小題2:How does the author now feel when remembering what her parents did for her in the past?

A．She is fearful	B．She is grateful
C．She feels trapped	D．She feels hateful

小題3:We can know from the last paragraph that _____________.

A．life without challenges is dull

B．life needs no pains but sunshine and happiness

C．we should give up faced with challenges as the future is ours

D．we shouldn’t easily pay a little hard work in growing up

小題4:The purpose of the passage is to tell readers____________.

A．life is full of hardships

B．growing pains can turn into growing gains in a positive way

C．everyone is painful in growing up

D．everyone should do what they don’t like when young

Five steps to take if your child is being bullied
  51  The worst thing you can do is ignore it. Too often parents feel children and teens need to “work things out” on their own. If the problem is ignored, your child’s self-esteem will become unhealthy, he will be hurt mentally or physically, and he could become a bully himself.
Here are five steps you can take if your child is having problems with a bully:
  52  This is an important first step and will help your child trust that you are able to help him with his problem. Accept what he has to say at face value by using your active listening skills.
Let your child know that he is not alone.   53  Reassure your child that he is not the problem. Nothing he did caused the bully to go after him.
If your child is being threatened in a physical or illegal way at school, report the problem. Your child may not want you to do this, or the school may not take it seriously, but violence cannot be tolerated.   54  You will need to model assertive (果斷的) behavior by alerting those in charge where the bullying is taking place.
Teach your child assertive behavior and how to ignore routine teasing. Let them know it is okay to say “No.” sometimes even friends bully, so letting your child know they can be true to their own feelings and say “No” can go a long way.
  55  Giving up possessions or giving in to a bully in anyway encourages the bully to continue. Identify ways for your child to respond to a bully---showing assertive but not aggressive behavior---and role-play them.

A．Believe what your child tells you.

B．Encourage your child not to give in to a bully.

C．Praise your child for being brave enough to talk about it.

D．Bullying is a terrible situation for a child to have to cope with.

E. If you choose not to do anything, that is what you’re teaching your child.
F. Most children have to deal with some type of bullying behavior at one time or another.
G. If your child comes to you because a bully is bothering him, you need to pay close attention to the problem.

How many coins do you have in your pocket right now? Three? Two? Or one? With a phone card, you can make up to 200 calls without any charges at all．
★What do you do with it?
Go to a telephone box marked "Phone-card"．Put in your card to start, make your phone call and when you have finished, the screen will tell you how much is left on your card．It costs no extra for the cards, and the calls cost 10 p（便士） per unit, the same as any other pay-phone call．You can buy it in units of 10, 20, 40, 50, or 100．
★Appear in a shop nearby．
Near each card-phone place, you will find a shop where you can buy one．They are at bus, train or metro stations．At universities, hospitals, clubs, restaurants and shopping centers, you can also buy it．
★No more broken pay-phones．
It is possible that many pay-phones don't work because they have been damaged． There are no coins in a card-phone to excite the thieves' interest in it．So you are not probably to find a broken one．
Get a phone-card yourself and try it out．Or get a bigger wallet．
小題1:The passage is most probably ____．

A．a(chǎn) warning	B．a(chǎn) notice
C．a(chǎn)n advertisement	D．a(chǎn)n announcement

小題2:The underlined word "one" means ____．

A．a(chǎn) shop

B．a(chǎn) coin

C．a(chǎn) pay-phone

D．a(chǎn) phone-card

小題3:It is suggested in the passage that you buy a phone-card because ____．

A．you have got a bigger wallet than others

B．it's convenient to make calls with a phone card

C．the phone box might have been damaged

D．there are many different kinds of phone-cards

Most of my earliest childhood memories are of the beach — in the hot sun, building sandcastles, burying Dad in the sand.
Now the coast has a pleasant and relaxing attraction beyond words. I look forward to a windy cliff-top walk or a rainy day rock-picking just as much as those rare moments when I get to a short sleep in the sun. But there’s nothing more pleasurable than turning up at a beach to find it deserted.
These are my favourite secret beaches — ones either not well known or take a bit of effort to get to. Most of those listed scored highly in the Marine Conservation Society Good Beach Guide 2009; the others are too secret even for them.
Sennen Clove is just a mile northeast of Land’s End, the westernmost point of mainland England. It’s a beautiful spot, with white sands, deep green sea and amazing sunsets over the Isles (群島) of Scilly, 28 miles away.
The west-facing beach is popular with surfers, with bigger waves and winds often found at the Gwenver end. There’s a beach restaurant with good views of the bay and the sunsets.
The smallest of Isles of Scilly, Bryher is a mile long, half a mile wide — and a natural wilderness of unbelievable scenery. Walk along the narrow sandy roads to the eastern seaboard and you come to two quiet beaches.
Green Bay has views over to the palm trees of Tresco’s Abbey Gardens, and a little further south is Rushy Bay, a beautiful beach facing the deserted island of Samson.
On Bryher, farm shops sell locally grown produce, and they trust you to leave the money in the pot. It’s that kind of place.
小題1:The best title for this passage is ________.

A．The Beautiful British Isles

B．Secret Beaches on the British Isles

C．The Most Pleasurable Place in Britain

D．My Experience of Searching Beaches

小題2:According to the passage, which of the following is TRUE?

A．The author is a tourist guide in a tourist agency.

B．The author likes walking on a rainy cliff-top most.

C．The author wrote the article to advertise for the beaches.

D．The author loves beaches that are not known to most people.

小題3:Which of the following maps can correctly describe the geography position?
(LE="Land’s" End    SC="Sennen" Cove        IS="the" Isles of Scilly)

小題4:In the author’s view, farmers on Bryher are ________.

A．sincere

B．selfish

C．courageous

D．mean

In-line skating（滾軸溜冰）is a fun sport that everyone can enjoy. Follow these safety tips to keep skating safe and fun.
Step 1: Gear up!
Even before you put on your skates, put on all your safety gear（護(hù)具）.
Step 2: Buckle up!
Strap（綁緊）on your skates. Make sure they fit well and are snugly（緊貼）around your ankles. This helps your ankles stay strong and straight.

Step 3: Fall down!
You probably do not usually try to fall. But it is good to practice falling on skates. Fall forward onto your knee pads. Put out your hands and let your wrist guards hit the ground. See? Are you surprised that it doesn’t hurt?
Practice falling until it is easy to fall forward and get up again. If you are not afraid to fall, you will try new things. Knowing how to fall will help you be a better skater and find your balance. When you can stay balanced, you won’t fall as much.
Step 4: Stop!
Make sure you can stop on your skates. The quickest and safest is probably the brake stop. The brake is usually on the back of the right skate.
The brake stop:
Roll forward with your skates pointing the same way. Let your right skate roll a little forward. Bend your knees as if you are sitting down. Then press your right heel down hard. This will make your brake pad drag on the ground until you stop.
The T stop:
Roll forward with your skates pointing the same way. Then turn your right foot out so the toes are pointing to your right. Drag your right skate. Let the wheels drag on the ground until you come to a stop.
Another way to stop is to run or jump onto the grass.
Step 5: Roll around!
Find a flat, smooth place to practice. Do not skate in streets. Parks and playgrounds are good places to practice. Look for “No skating” signs to make sure you can skate there.
小題1:According to the article, which of these steps are most important for a new skater?

A．Learn to fall and stop safely.

B．Find a class and skate fast.

C．Relax and have fun.

D．Buy expensive gear and skates.

小題2:In the step right after “Buckle up!” you should practice how to _____________.

A．skate fast

B．brake

C．fall safely

D．put on gear

小題3:To begin a brake stop, you should let your right skate roll forward, bend your knees, and _________.

A．turn your foot

B．press your right heel down

C．put your wrists out in front

D．tighten your skates

小題4:How is the passage organized?

A．It tells stories about skating.

B．It gives descriptions of skates.

C．It uses a question-and-answer form.

D．It gives step-by-step instructions.

Teddy Bears have been a very popular children’s toy for many years. Most adults can remember their first stuffed（填充玩具）bear, and over the decades these toys have become nearly a symbol of their childhood. However, children are not the only ones with whom these toys have become popular, as many adults make it a habit to collect these toys as well.
The Teddy Bear first became popular during the early 20th century and was associated with then President Theodore Roosevelt. The story can date back to a hunting trip that President Roosevelt had taken where he was invited to be the one to shoot a black bear that had been tied to a tree. Being a crazy outdoors lover and hunter, Roosevelt refused to kill the animal because he believed that shooting the helpless bear was unsportsmanlike and wrong. This story quickly spread through newspapers across the country, and in the end inspired the introduction of a stuffed toy called “Teddy’s bear”.
These toys became popular soon after first introduced, and within ten years, they were being produced by dozens of companies around the world. Within a generation, these stuffed bears were “the” toy to have, and have always been within children’s toy boxes ever since.
They are most often mass-produced in factories in order to keep up with the high demand.  However, there are still companies that take great pride in their handmade designs; and while handmade teddy bears are often preferred, they are also generally more expensive than their mass-produced ones.
Today, these bears and other similar toys generate well over a billion dollars a year in profits for the companies that make them. Walk through just about any toy store in America and you will find dozens of different teddy bears lining the shelves.
小題1:According to the passage, we can know President Roosevelt ______.

A．didn’t like hunting

B．enjoy being special

C．was not brave enough

D．was fair and respectable

小題2:Compared with mass-produced teddy bears, the handmade ones ______.

A．don’t sell well

B．a(chǎn)re of high quality

C．a(chǎn)re more expensive

D．a(chǎn)re preferred by adults

小題3:From the last paragraph, the writer intends to show ______.

A．teddy bears are very popular

B．toys are loved by many companies

C．producing toys can earn more money

D．teddy bears are also enjoyed by adults

小題4:What is the passage mainly about?

A．History of the Teddy Bear.

B．A popular toy — Teddy Bear.

C．Who made the first toy bear?

D．Profits Teddy Bear have made.

Facebook means never having to say goodbye. The social media website has earned a reputation for reconnecting old friends. Last week，a guy whom I hadn't seen since my bachelor party five years ago sent me a friend request. I accepted and waited for “Easy E” to send me a greeting of some kind. He had sought me out，after all.
I learned from his profile that he was in a relationship and had a son. However，I'm pretty sure we won't ever write wall-to-wall，let alone e­mail each other. But he'll remain a friend of online until one of us makes a point of removing the other from his official list.
My pool of friends consists of family members，college buddies，co­workers from past and  present，and friends of friends. There are 35 in all. If I spent some time uploading old e­mail addresses，I'm confident that I could increase my friend count actually.
A person could make a mission out of reconnecting with childhood friends，former  classmates，distant cousins, and those one would like to get to know better. And some people can even handle hundreds of on­screen relationships，keeping up with the daily happenings of  their small army of companions. After all，there are worse fates than having too many friends.
Thanks to e­mail，the inability to schedule face-to-face meetings no longer means a  friendship must come to a close. But even with e­mail，people will lose touch if one or both  parties stop writing back. That’s normal. People move from school to school，job to job，city to city. You never have to feel guilty for breaking away.
Every day，the masterminds of Web 2.0 find new ways of making human communication  easier. However，convenience can be a crutch(拐杖)．Some things shouldn't be simplified. When it comes to friendship，there can be no shortcuts.
小題1:According to Paragraph 1，the website is famous because ________.

A．it has an interesting name of “Facebook”

B．it helps people get in touch with old friends

C．it can send people a greeting of some kind

D．it reminds people of events in the past

小題2:From the second paragraph we can learn that the writer ________.

A．would write to the friend quite often

B．a(chǎn)sked the friend to e­mail him

C．did get some information about the friend

D．would keep in touch with the friend forever

小題3:Which of the following statements is NOT true?

A．There are 35 people in the author's list of friends right now.

B．The author communicates with all the 35 friends by e­mails.

C．The list of 35 friends doesn't include the old e­mail addresses.

D．It is not difficult for the author to increase his friend count.

小題4:What does the author think of the convenience of communicating online?

A．The technology could not keep true friendship forever.

B．The social website of Facebook means nothing at all.

C．There will be no ways of making real friends online.

D．People will not lose friends with the help of the Facebook.

St. Paul’s Cathedral
Ludgate Hill, EC4
Underground: St. Paul’s; Bus: 6, 8, 11, 15, 22, 25
Open: Daily 8:00-19:00 (17:00 from Oct. to Mar.)
Entrance free
Designed by the great architect, Sir Christopher Wren, St. Paul’s Cathedral was built following the Great Fire of London of 1666, which destroyed the gothic cathedral on the site at that time. It is an inescapable attraction for all travellers to this great city and the most recognisable gothic cathedral in England. Its choir（唱詩班）is internationally famous. Prince Charles and Lady Diana Spencer were married here in 1981.
Buckingham Palace
South end of the Mall (SW1)
Underground: St. James’s Park, Victoria, Hyde Park Corner, Green Park; Bus: 2, 11, 14, 16, 19, 22, 24, 29, 30, 38, 52, 73, 74, 137
Buckingham Palace is Queen Elisabeth II’s official residence（住所）, and has been the official residence of Britain’s monarch（君主）since 1837. The State Rooms at Buckingham Palace have been opening to the public for the Annual Summer Opening, in August and September, since 1993. The Queen is not at Buckingham Palace when it is open to the public; she goes to one of her country residences. The State Rooms are extremely grand. You can see many of the treasures of the Royal Collection: paintings by Rembrandt, Rubens and Canaletto; and beautiful examples of English and French furniture.
The Tower of London
Tower Hill, EC3
Underground: Tower Hill; Bus: 42, 78
Open: Mon.— Sat.9:00-18:00; Sun.8:00-19:00
Parts of the Tower of London are over nine centuries old, as building began under William the Conqueror in 1078. Famous as a prison in the distant past, the Tower has also been a royal residence, a zoo and an observatory（瞭望臺）. It is now a museum and many thousands of people visit it every year in particular to see the Crown Jewels. Only by going inside can you experience nearly a thousand years of history and hear the myths and legends that make it “a day out to die for”.
Westminster Abbey
Broad Sanctuary, SW1
Underground: Westminster, St James’s Park; Bus: 3, 11, 12, 24, 29, 39, 53, 59, 76, 77, 88, 109, 155, 168, 170, 172, 184, 503
Open: Daily 8:00-18:00 (Mar. — Dec., Tuesday till 20:00)
Entrance free
Located next to the Houses of Parliament in the heart of London, Westminster Abbey is a gothic church and place of worship. The building of the present Abbey was started by King Henry III in 1245. The oldest parts of the building date back to 1050. Westminster Abbey has hosted many royal weddings including the wedding of The Queen and Prince Philip in 1947 and the wedding of Prince William and Kate in 2011. It is a traditional place of coronation（加冕禮）and burial for English monarchs—38 monarchs have been crowned at the Abbey. There are many tombs there, including those of Queen Elizabeth I, “Bloody” Queen Mary, naturalist Charles Darwin, many poets and writers.
小題1:You can see the inside of all the buildings all the year around except ______.

A．St. Paul’s Cathedral	B．the Tower of London
C．Westminster Abbey	D．Buckingham Palace

小題2:The two places you can visit by getting off at the same underground station are ______.

A．Buckingham Palace and Westminster Abbey

B．Buckingham Palace and St. Paul’s Cathedral

C．Westminster Abbey and the Tower of London

D．the Tower of London and St. Paul’s Cathedral

小題3:Where is the text most probably taken from?

A．A history book about London.

B．A guidebook for visitors to London.

C．A book about London’s development.

D．A book about London’s churches.