Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds simple and achievable. But,1, words of wisdom are soon forgotten. Once companies have attracted customers they often2the 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.
4to 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 changing5, 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 the6implications. Cutting down the number of customers a company loses can make a big7in its performance. Research in the US found that a five per cent decrease in the number of defecting (流失的) customers led to8increases 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 and9never returns, is losing the company thousands of dollars in10profits (more if you consider how many people they are likely to tell about their bad experience).
The logic behind cultivating customer11is impossible to deny. "In practice most companies' marketing effort is focused on getting customers, with little attention paid to12them", says Adrian Payne of Cornfield University' School of Management. "Research suggests that there is a close relationship between retaining customers and making profits.13customers 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 it15for competitors to enter a market or increase their share of a market.
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If you have ever been discouraged because of failure, please read on. For often, achieving what you set out to do is not the important thing. Let me explain.
Two brothers decided to dig a deep hole behind their house. As they were working, a couple of older boys stopped by to________. “What are you doing?” asked one of the visitors. “We plan to dig a hole all the way through the________!” one of the brothers volunteered ________ .
The older boys began to ________, telling the younger ones that digging a hole all the way through the earth was________. After a long silence, one of the________picked up a jar full of spiders, worms and many other kinds of insects. He ________the lid and showed the wonderful________to the scoffing（嘲笑的）visitors. Then he said quietly and ________, “Even if we don’t dig all the way through the earth, look at what we have found________the way!”
Their goal was far too ambitious, but it did cause them to dig. And that is________a goal is for — to cause us to move in the ________we have chosen, in other words, to keep us________! But not every goal will be fully ________ . Not every job will end ________. Not every hope will come to pass. Not every love will last. Not every dream will be ________. But when you fall________of your aim, perhaps you can say, “Yes, but look at what I found along the way! Look at the wonderful things________ my life because I tried to do something!” It is in the digging ________life is lived. And I believe it is the joy in the journey, in the end, that truly ________.
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阅读下面短文，掌握其大意，然后从1-20各题所给的四个选项（A、B、C和D）中，选出最佳选项。
I used to hate being called upon in class mainly because I didn’t like attention drawn to myself. And otherwise assigned（指定）a seat by the teacher, I always to sit at the back of the classroom.
All this after I joined a sports team. It began when a teacher suggested I try out for the basketball team. At first I thought it was a crazy because I didn’t have a good sense of balance, nor did I have the to keep pace with the others on the team and they would tease me. But for the teacher who kept insisting on my “ for it”, I wouldn’t have decided to give a try.
Getting up the to go to the tryouts was only the half of it! When I first started the practice sessions, I didn’t even know the rules of the game, much what I was doing. Sometimes I’d get and take a shot at the wrong direction—which made me feel really stupid. , I wasn’t the only one “new” at the game, so I decided to on learning the game, do my best at each practice session, and not be too hard on myself for the things I didn’t “just yet”.
I practiced and practiced. Soon I knew the and the “moves”. Being part of a team was fun and motivating. Very soon the competitive in me was winning over my lack of confidence. With time, I learned how to play and made friends in the — friends who respected my efforts to work hard and be a team player. I never had so much fun!
With my self-confidence comes more praise from teachers and classmates. I have gone from “ ” in the back of the classroom and not wanting to call attention to myself, raising my hand— even when I sometimes wasn’t and not 100 percent I had the right answer. Now I have more self-confidence in myself.
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阅读下面短文，从短文后各题所给的四个选项（A, B, C, 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。
Americans prefer to try every way to have fun. For example, they drive their own cars, some even tow a small boat after vehicle. They start from Los Angeles, California under sun, ____ through four or five hundred miles to go to La Fulin, Colorado to spend weekends ____ Chinese people are still busy with work, and have dinner at home together with families on weekends or ____ time watching TV.
The difference is mainly due to cultural customs and traditions ____ the two countries. It is said that Chinese people are living for others, while Americans are for ____.When Chinese people come to the United States, they fight for ____ first, and then desperately make money after they are recognized by others. It seems that, the purpose to earn money is not to enjoy life, __47__ for their following generations: sons and daughters and even grandchildren. Chinese people prefer to save money ___ emergency' such as illness. Although Chinese people with ____ in the United States don't need to worry about their own social welfare and health insurance, they work still very hard, ____ they hope that they can save more money.
Chinese people's interest is in the amount on the passbook, so they spend ____ money usually. Most of Chinese are very thrifty, and they are ____ to spend money, but there are exceptions. They are willing to spend money on their ____. Many Chinese people think that, they endure many ____, so they wish that their children could live much better. Therefore, in the United States elementary schools, you can see that those who ____the best, with more pocket money are Chinese students. In contrast, American children dress very simply, with just a little pocket money.
____ Chinese, Americans believe in living for themselves. They do everything for their own. ____, they earn money to enjoy a ____ life, and pursue a higher quality of life. As for their own parents or children, they think that parents have their own pension and social welfare, and children should live a(n) ____ life when they are 18 years old. So they could boldly spend money on themselves. ___, Americans save little money. In the street, it is easy for Chinese to take out 300－400 dollars, but it is hard to say for Americans.
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阅读下面短文，掌握其大意，然后从1—15 各题所给的四个选项（A、B、C和D）中，选出最佳选项。
The clock had just struck eleven when I first heard a noise coming from the lift. I opened the door of our room and listened: someone was against the door of the and calling out at the same time.“What’s ?” I shouted.
“The door has been and I can’t get out.” The answer came back. The voice, which ________ like that of a girl, came from several below.
My wife had now me and she went off directly in search of the night porter (守夜人). After calling to the girl that was on its way, I went back into the to get some tools. Then I too hurried the stairs until I reached the place the life was stuck.
I tried my hand at forcing to the life door, talking all the while to the girl trapped inside, my tools were of no use for this purpose, Very , however, my wife returned.________to find the porter, she had called the police, who agreed to send an engineer. , she had also got in touch with the fire service.
In a short time the engineer appeared, followed by two . Almost immediately afterwards the firemen too. With the special equipment it the engineer only a short while to get the door open. In spite of (尽管) her experience, the girl was in good . “I’m hungry,” was her only remark as she stepped out of her cage.
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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。
My kids and I were heading into the supermarket over the weekend. On the way ,we spotted a man holding a piece of paper that said, “ _____ my job. Family to Feed.”
At this store, a _____ like this is not normal. My 10-year-old noticed him and make a ______ on how bad it must be to have to stand _______ in the cold wind.
In the store, I asked each of my kids to _____ something they thought our “friend” there would ______. They got apples, a sandwich and a bottle of juice. Then my 17-year-old suggested giving him a _______. I thought about it. We were _____ on cash ourselves, but… well, sometimes _____ from our need instead of our abundance is _____ what we need to do! All the kids _____ something they could do away with for the week.
When we handed him the bag of ____, he lit up and thanked us with _____ eyes. When I handed him the gift card, saying he could use it for ______his family might need, he burst into tears.
This has been a wonderful _____ for our family. For days the kids have been looking for others we can _____! Things would have played out so _____ if I had simply said, “No, we really don’t have ______ to give more.” Stepping out not only helped a brother in _____, it also gave my kids the ______ taste of helping others. It’ll go a long way with them.
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