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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 often__2__ 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-__3__that the customer remains a
customer.
__4__ to concentrate on retaining as well as attracting customers costs businesses huge amounts of
money annually.It has been estimated that the average company loses between 10 and 30 percent of its
customers every year.In constantly changing __5__,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 organisations beginning to wake up to these lost opportunities and calculate the__6__
implications.Cutting down the number of customers a company loses can make a big __7__ in its
performance.Research in the US found that a five percent decrease in the number of defecting(流失的)
customers led to __8__ increases of between 25 and 85 percent.
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 __9__ never returns,is
losing the company thousands of dollars in __10__ profits (more if you consider how many people they
are likely to tell about their bad experience)．
The logic behind cultivating customer __11__ is impossible to deny."In practice most companies'
marketing effort is focused on getting customers,with little attention paid to __12__ 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.__13__ customers tend to buy more,are predictable and
usually cost less to service than new customers.Furthermore,they tend to be less price __14__,and may
provide free wordofmouth advertising.Retaining customers also makes it__15__ for competitors to enter
a market or increase their share of a market." |
( )1．A.in particular
( )2．A.emphasize
( )3．A.denying
( )4．A.Moving
( )5．A.markets
( )6．A.cultural
( )7．A.promise
( )8．A.cost
( )9．A.as a result
( )10．A.huge
( )11．A.beliefs
( )12．A.altering
( )13．A.Assumed
( )14．A.agreeable
( )15．A.unfair |
B．in reality
B．doubt
B．ensuring
B．Hoping
B．tastes
B．social
B．plan
B．opportunity
B．on the whole
B．potential
B．loyalty
B．understanding
B．Respected
B．flexible
B．difficult |
C．at least
C．overlook
C．arguing
C．Starting
C．prices
C．financial
C．mistake
C．profit
C．in conclusion
C．extra
C．habits
C．keeping
C．Established
C．friendly
C．essential |
D．first of all
D．believe
D．proving
D．Failing
D．expenses
D．economical
D．difference
D．budget
D．on the contrary
D．reasonable
D．interest
D．attracting
D．Unexpected
D．sensitive
D．convenient | |
