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.”
A．in particular B．in reality C．at least D．first of all
A．emphasize B．doubt C．overlook D．believe
A．tend to B．contribute to C．appeal to D．devote to
A．denying B．ensuring C．arguing D．proving
A．Moving B．Hoping C．Starting D．Failing
A．average B．ordinary C．normal D．usual
A．markets B．tastes C．prices D．expenses
A．cultural B．social C．financial D．economical
A．Cutting up B．Cutting through C．Cutting in D．Cutting down
A．promise B．plan C．mistake D．difference
A．cost B．opportunity C．profit D．budget
A．worthy B．worth C．value D．price
A．service B．delivery C．order D．promotion
A．as a result B．on the whole C．in conclusion D．on the contrary
A．huge B．potential C．extra D．reasonable
A．beliefs B．loyalty C．interest D．habits
A．altering B．understanding C．keeping D．attracting
A．Established B．Assumed C．Respected D．Unexpected
A．Sensitive B．friendly C．flexible D．agreeable
A．unfair B．convenient C．difficult D．essential
第二节：完形填空(共 20 小题；每小题 1 分，满分 20 分)
阅读下面短文、掌握其大意、然后从 36~55 各题所给的四个选项(A、B、C 和 D)中，
选出最佳选项、并在答题卡上将该项涂黑。
Once, it was in the middle of a personal development workshop. One of the people present stood up and began 36 out diamond rings to each of the one hundred people in the room.
He was a 37 jeweler, he said, and he had made these expensive 38 as gifts to open people’s eyes to the abundance(富裕) of life.
On his fifth birthday, the man 39 , his uncle had taken him to a candy (糖果) 40 and told him that he could take 41 he wanted, and as much as he wanted. 42 he was very pleased and decided to 43 something he liked best.
The entire store was 44 to him. He had looked at the jars and plates, and he hadn’t known where to 45 . At last, he filled a bag with all his 46 candies. He didn’t take everything, 47 that feeling of being able to have whatever he wanted seemed to make him very 48 .
Since then, he said, he had been able to 49 the abundance of life. He saw the world as full of 50 , riches and beauty — all you had to do was, take your pick and fill your bag.
The sad truth is that most of us grow up with the 51 feeling —we develop a poverty mentality(贫穷心理). We 52 believe that there simply isn’t enough. We think we have to 53 , fight and struggle, so that we can get what we need and want. If we can’t 54 our hands to get, someone else will be searching through our pockets. The 55 of that mentality is that we all have to go hungry.
Get a taste of abundance and try to have a great life.
36. A. giving B. lending C. showing D. borrowing
37. A. poor B. strong C. rich D. popular
38. A. necklaces B. watches C. medals D. rings
39. A. complained B. explained C. suggested D. expected
40. A. school B. factory C. store D. yard
41. A. whatever B. wherever C. whichever D. whomever
42. A. Unfortunately B. Sadly C. Silently D. Certainly
43. A. refuse B. accept C. choose D. change
44. A. small B. open C. empty D. closed
45. A. begin B. work C. stay D. end
46. A. cheap B. famous C. expensive D. favourite
47. A. and B. or C. but D. nor
48. A. worried B. excited C. interested D. surprised
49. A. search B. invent C. lose D. notice
50. A. opportunities B. troubles C. sorrows D. quarrels
51. A. boring B. normal C. opposite D. natural
52. A. hardly B. always C. never D. less
53. A. leave B. continue C. stop D. compete
54. A. reach out B. put up C. take back D. work with
55. A. promise B. result C. success D. hope
第二节完形填空 (共20小题；每小题1.5分，满分30分)
The __36__ picked up the thermos and poured some hot water into the tea-cup and placed it on the small table in front of his __37__, who were a father and daughter, and put the lid on the cup with a clink. Obviously __38___ of something, he hurried into the inner room, leaving the __39___ on the table. His two guests heard a box of drawers opening and a rustling(飒飒地响).
They __40___ sitting in the living-room, the -year-old daughter, looking at the flowers outside the window. The father was just about to take his cup when the __41__ came, right there in the living room. Something was hopelessly broken.
It was the thermos, which had fallen to the floor. The girl looked __42__ her shoulder at
once, startled(吓一跳), __43___. It was __44___.Neither of them had touched it, not even a little bit. The sound caused the host to rush back from the inner room. He looked at the __45___ floor and blurted out（脱口而出）, “It doesn’t matter, it doesn’t matter!”
The father started to say something. Then he muttered（嘀咕）, “ Sorry, I ___46__ it and it fell.”
“It doesn’t matter,” the host said.
Later, when they left the house the daughter said, “Daddy, I saw your __47__ in the windowpane(玻璃窗). You were sitting perfectly__48__. Why did you say…?”
The father __49__, “What then would you __50__ as the cause of its fall?”
“It fell by itself. The floor is uneven(不平). It wasn’t steady when Mr Li put it there.”
“It won’t __51___, girl. It sounds more __52___ when I say I knocked it down. There are things people accept less the more you ___53__them. The truer your story is, the less true it sounds.”
The daughter was ___54__ in silence for a while. Then she said, “Can you __55__ it only this way?”
“Only this way,” the father said.
36.A.owner B. host C. guest D. master
37.A.friends B. neighbors C. children D. guests
38.A.knowing B. remembering C. hearing D. thinking
39.A.thermos B. cup C. lid D. tea
40.A.enjoyed B. remained C. imagined D. hated
41.A.stranger B. host C. crash D. noise
42.A.around B. at C. behind D. over
43.A.staring B. watching C. shouting D. crying
44.A.helpless B. exciting C. strange D. terrible
45.A.broken B. streaming C. dirty D. flooded
46.A.touched B. used C. hit D. moved
47.A.faced B. shadow C. reflection D. action
48.A.calm B. still C. silent D. straight
49.A.shouted B. murmured C. laughed D. repeated
50.A. tell B. make C. accept D. give
51.A.do B. help C. go D. fit
52.A.comfortable B. friendly C. acceptable D. agreeable
53.A.defend B. support C. discuss D. argue
54.A.kept B. shut C. worried D. lost
55.A.do B. explain C. make D. manage
二、完形填空
When an NBA player is young he thinks he can win the champ
ionship by himself. It is only later when he has aged and been through many battles 36 he learns an important lesson: there is no “I” in “team”.
There is 37 better example of the value of teamwork than the Boston Celtics. Paul Pierce, Ray Allen and Kevin Garnett were all 38 on three different teams. Yet, none of them had any titles to show for it. 39 last season, they 40 to sacrifice money and individual statistics to play together. Garnett and Allen joined Pierce on the Celtics and 41 the NBA in the process.
It started in simple ways. Garnett and Allen are two of the most intense athletes in the world. They treat every second of every practice like it is the NBA 42 . If you want to play alongside them then you will have to do the same. So, the young guys on the Celtics started giving their full effort too.
Pierce had been the star of the Celtics for many years. He 43 shoot the ball many times a game. But with the addition of Allen and Garnett he shot less and 44 on defense. His 45 showed the young players that doing what made the team better was the only thing that 46 .
When the Celtics 47 and the game was almost over, Garnett, Pierce and Allen would come out of the game. But they wouldn’t just sit on the bench. 48 , they stood and cheered and 49 for their teammates. They wanted to support their friends and 50 .
Now, the guys who don’t play know they can still 51 the game by cheering so they scream and cheer when Garnet, Allen and Pierce are playing. The Celtics have developed a strong 52 . They are more 
than just teammates. They are 53 .
The result: the Boston Celtics won the 2008 NBA championship and are considered the favorites to 54 the Eastern Conference championship again this year.
There is a saying that 55 , “A successful team beats with one heart.” If that is the case, the Celtics may have the biggest heart in the NBA.
36. A. that B. when C. where D. which
37. A. not B. no C. never D. seldom
38. A. super stars B. film stars C. football stars D. known persons
39. A. Yet B. Though C. Then D. Finally
40. A. meant B. planned C. decided D. intended
41. A. created B. changed C. maintained D. altered
42. A. championship B. test C. practice D. drill
43. A. would B. used to C. could D. need
44. A. focused B. looked C. depended D. relied
45. A. selfishness B. selflessness C. heroism D. male chauvinist
46. A. happened B. took C. came D. mattered
47. A. were winning B. were failing C. were going D. were rising
48. A. However B. But C. Though D. Instead
49. A. shouted B. laughed C. screamed D. neighed
50. A. teammates B. relatives C. families D. audience
51. A. effort B. afford C. effect D. affect
52. A. teamship B. connection C. friendship D.relationship
53. A. friends B. brothers C. comrades D. teammates
54. A. beat B. defeat C. knock D. hit
55. A. writes B. goes C. speaks D.
talks
第二节：完形填空（共 20 小题；每小题
1．5 分，满分 30 分）
阅读下面短文，掌握其大意，然后从36----55各题所给的四个选项（A, B, C, 和D）中，选出最佳选项。
Enid's wedding(婚礼) dress arrived at five o'clock in the evening, just seventeen 36 before her marriag
e!
“I must try it on Mother!” she cried, as she ran 37 .Three minutes later Enid's cries brought her 38 .The dress was much 39 for her. It was like a bag in the front, and the neckline（领口） looked all 40 . Enid was in 41 .
“Take it back to the dressmaker's,” Mrs Bale said. “She must 42 it tonight. Hurry now. Take it off and go.” The dressmaker's shop was closed. “Closed for One Week's Holiday,” said a 43 on the door. Fresh tears rose to Enid's eyes. She ran home again to her mother.
“This is unlucky,” Mrs Bale said.” But what are we going to do? 44 I ask Mrs. Peters to help? She was a dressmaker once. I'm sure she could change it for you.”
Mrs. Peters was 45 in and began to work. She could see 46 was wrong. She had to 47 it narrower at the front, and that was a big job. Then she changed the neckline. In fact she made it again. At ten o'clock the work was finished, and Enid tried the dress on. It fitted her beautifully.
The three women were having a cup of tea 48 the doorbell rang .Mrs. Bale answered it and 49 into the worried eyes of a 50 woman. The woman was carrying a large flat 51 .
“Does Miss Enid Bale 52 here?" she asked breathlessly. “Yes, she's my daughter.” “Oh, I am 53 I've found you! There's been a 54 .Your daughter has my wedding dress, and I've got 55 . And I'm getting married tomorrow!” She held out the box to Mrs. Bale.
36. A. weeks B. minutes C. days D. hours
37. A. upstairs B. outside C. back home D. about
38. A. husband B. daughter C. mother D. neighbour
39. A. smaller B. shorter C. too big D. too long
40. A. wrong B. pleased C. right D. waste
41. A. love B. tears C. surprise D. danger
42. A. measure B. make C. repair D. change
43. A. voice B. sound C. notice D. saying
44. A. Will B. Would C. Shall D. Should
45. A. sent B. brought C. pushed D. taken
46. A. neckline B. all C. nothing 
D. what
47. A. make B. keep C. change D. take
48. A. then B. until C. when D. while
49. A. came B. got C. saw D. looked
50. A. short pretty B. fat young C. 
slim old D. little quiet
51. A. cup B. dress C. bag D. box
52. A. live B. work C. stay D. wait
53. A. thankful B. sorry C. angry D. glad
54. A. dress B. change C. mistake D. wish
55. A. yours B. hers C. the other D. others
第二节：完型填空（共20小题，每小题1.5分，满分30分）
A farmer had some young dogs to sell. He painted a sign describing the dogs and began to nail __36__ to a post in his yard. As he was driving the last nail, he __37__ a pull on his coat. He looked __38__ and found a little boy.
“Mister,”he said, “I want to __39__ one of your dogs.”
“Well,”said the farmer, as he __40__ the sweat off his neck,“these dogs come from __41__ parents and cost a good deal of money.”
The boy __42__ his head for a moment. Reaching deep into his pocket, he pulled out a handful of __43__ and held it up to the farmer. “I’ve got thirty-nine cents. Is that __44__ to take a look?”
Then he let out a __45__,“Here, Dolly﹗”he called.
Out from the doghouse ran Dolly __46__ by four little balls of fur. The boy’s eyes danced __47__.
As the dogs made their way to the fence, the boy noticed something else moving __48__ inside the doghouse. Slowly another little ball __49__. This one was even smaller, walking with __50__ toward the others, doing its best to catch up with them.
“I __51__ that one,”the boy said, pointing to the smallest and __52__ developed dog.
The farmer said,“Son, you don’t want that dog, __53__ he will never be able to run and play with you.”
Hearing that, the boy stepped back, and began rolling up one leg of his _
_54__.A steel brace(支撑板)appeared running down his leg connecting itself with a __55__ made shoe. He said to the farmer, “You see, I don’t run to
o well myself, and he will need someone who understands.”
36. A. it B. them C. dog D. dogs
37. A. found B. felt C. realized D. caused
38. A. back B. forward C. down D. up
39. A. raise B. keep C. afford D. buy
40. A. took B. carried C. removed D. moved
41. A. fine B. special C. ordinary D. natural
42. A. fell B. dropped C. raised D. rose
43. A. bills B. notes C. change D. exchange
44. A. right B. enough C. nice D. exact
45. A. breath B. noise C. cry D. whistle
46. A. followed B. run C. caught D. hurried
47. A. with care B. with delight C. in surprise D. in danger
48. A. quickly B. violently C. slightly D. happily
49. A. came B. went C. appeared D. jumped
50. A. upset B. worry C. help D. difficulty
51. A. love B. like C. prefer D. want
52. A. most B. least C. much D. very
53. A. for B. and C. though D. but
54. A. legs B. arms C. trousers D. coats
55. A. especially B. specially C. powerfully D. wonderfully
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