2.（2011·上海卷）Section A  完形填空

Everyone in business has been told that success is all about attracting and retaining(留住) customers. It sounds simple and achievable. But, ___50__, words of wisdom are soon forgotten. Once companies have attracted customers they often __51___ 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___ that the customer remains a customer.

___53__ 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 years. In constantly changing __54___ , 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___ implications. Cutting down the number of customers a company loses can make a big ___56___ 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__ increases 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 and __58__ never returns, is losing the company thousands of dollars in __59__ profits (more if you consider how many people they are likely to tell about their bad experience).

The logic behind cultivating customer ___60___ is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to __61__ 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__ customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price __63__ , and may provide free word-of –mouth advertising. Retaining customers also makes it __64__ for competitors to enter a market or increase their share of a market.

50. A. in particular   B. in reality  C. at least  D. first of all

51. A. emphasize    B. doubt  C. overlook  D. believe

52. A. denying B. ensuring  C. arguing  D. proving

53. A. Moving    B. Hoping  C. Starting  D. Failing

54. A. markets    B. tastes  C. prices  D. expenses

55. A. culture    B. social  C. financial  D. economical

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

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

58. A. as a result       B. on the whole  C. in conclusion  D. on the contrary

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

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

61. A. altering    B. understanding  C. keeping  D. attracting

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

63. A. agreeable    B. flexible  C. friendly  D. sensitive

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

【答案】50---54 BCBDA   55---59CDCAB  60----64BCCDB