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三

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 CornfieldUniversity' 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.?

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?

四

People on a college campus were more likely to give money to the March of Dimes if they were asked for a donation by a disabled woman in a wheelchair than if asked by a nondisabled woman. In another 50 , subway riders in New York saw a man carrying a stick stumble（绊脚） and fall to the floor. Sometimes the victim had a large red birthmark on his 51 ; sometimes he did not. In this situation, the victim was more likely to 52 aid if his face was spotless than if he had an unattractive birthmark. In 53 these and other research findings, two themes are 54 : we are more willing to help people we like for some reason and people we think 55 assistance.

In some situations, those who are physically attractive are more likely to receive aid. 56 , in a field study researchers placed a completed application to graduate school in a telephone box at the airport. The application was ready to be 57 , but had apparently been "lost". The photo attached to the application was sometimes that of a very 58 person and sometimes that of a less attractive person. The measure of helping was whether the individual who found the envelope actually mailed it or not. Results showed that people were more likely to 59 the application if the person in the photo was physically attractive.

The degree of 60 between the potential helper and the person in need is also important. For example, people are more likely to help a stranger who is from the same country rather than a foreigner. In one study, shoppers on a busy street in Scotland were more likely to help a person wearing a(n) 61 T-shirt than a person wearing a T-shirt printed with offensive words.

Whether a person receives help depends in part on the "worth" of the case. For example, shoppers in a supermarket were more likely to give someone. 62 to buy milk rather than to buy cookies, probably because milk is thought more essential for 63 than cookies. Passengers on a New York subway were more likely to help a man who fell to the ground if he appeared to be 64 rather than drunk.

50. A. study B. way C. word D. college

51. A. hand B. arm C. face D. back

52. A. refuse B. beg C. lose D. receive

53. A. challenging B. recording C. understanding D. publishing

54. A. important B. possible C. amusing D. missing

55. A. seek B. deserve C. obtain D. accept

56. A. At first B. Above all C. In addition D. For example

57. A. printed B. mailed C. rewritten D. signed

58. A. talented B. good-looking C. helpful D. hard-working

59. A. send in B. throw away C. fill out D. turn down

60. A. similarity B. friendship C. cooperation D. contact

61. A. expensive B. plain C. cheap D. strange

62. A. time B. instructions C. money D. chances

63. A. shoppers B. research C. children D. health

64. A. talkative B. handsome C. calm D. sick

五

Over the past few decades, more and more countries have opened up the markets, increasingly transforming the world economy into one free-flowing global market. The question is：Is economic globalization 50 for all?

According to the World Bank, one of its chief supporters, economic globalization has helped reduce 51 in a large number of developing countries. It quotes one study that shows increased wealth 52 to improved education and longer life in twenty-four developing countries as a result of integration (融合) of local economies into the world economy. Home to some three billion people, these twenty-four countries have seen incomes 53 at an average rate of five percent—compared to two percent in developed countries.

Those who 54 globalization claim that economies in developing countries will benefit from new opportunities for small and home-based businesses. 55 , small farmers in Brazil who produce nuts that would originally have sold only in 56 open-air markets can now promote their goods worldwide by the Internet.

Critics take a different view, believing that economic globalization is actually 57 the gap between the ric 内容过长，仅展示头部和尾部部分文字预览，全文请查看图片预览。 C. inspection D. assistance

60. A. recalls B. denies C. concludes D. confesses

61. A. prospect B. responsibility C. leadership D. protection

62. A. measure B. show C. maintain D. ease

63. A. saved B. extended C. consumed D. gained

64. A. common B. efficient C. scientific D. thoughtful

65. A. indirect B. daily C. physical D. secret

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