2011上海卷高考英语完形填空试题是根据下面一篇商务英语的阅读材料改编而来的，题目难度比2010年要难，主要是学生平时接触这方面的材料较少，缺少必要的常识素材的积累，所以，作为一名应考学生平常应该博览群书，广开思路，愈不喜欢的文章应该多读，涉猎文章的题材要广泛。高考英语完形填空试题每年所考的内容所涉及的领域都不一样，因此，应对这种题目的技巧就是三多：多读，多见，多练。

                            2011上海高考英语完形填空试题

Section A

Directions: For each blank in the following passage there are four words or phrases marked A, B, C and D. Fill in each blank w ith the word or phrase that best fits the context.

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. differe nce

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

 Relationship  

保持客户关系

    Everyone in business has been told that success is all about attracting and retaining customers. It sounds reassuringly simple and achievable. But, in reality, words of wisdom are soon forgotten. Once companies have attracted customers they often overlook the second half of the equation. 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 humdrum side of business—ensuring that the customer remains a customer.

在商业界的每个人都知道,成功在于如何吸引和留住客户。这听起来是如此令人宽慰的简单并且是可以完成的。但是，在现实中，至理名言很快就会被人遗忘。一旦公司已经吸引了顾客，他们常常忽略了后面的反应。在令人兴奋的击败对手、价格谈判、获得订单、产品交货过程中，经理尝尝忘乎所以。他们忘记了生意被认为单调的一面是什么——确保顾客仍然还是顾客。

Failing 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 per cent of its customers every year. In constantly changing markets this is not surprising. What is surprising is the fact that few companies have any idea how many customers they have lost.

未能专注于保持吸引顾客每年会花费企业企业大量的成本。据估计,公司为他们的顾客每年平均要花费10%到30%。在不断变化的市场，这是不足为奇的。令人惊讶的事实是,一些公司对于他们失去了多少顾客没有任何想法。

Only now are organizations beginning to wake up to these lost opportunities and calculate the financial implications. Cutting down the number of customers a company loses can make radical difference in its performance. Research in the US found that a five per cent decrease in the number of defecting customers led to profit increases of between 25 and 85 per cent.

知道现在，组织才开始认识到这些失去的机会和计算财务的含义。一个公司减少顾客的数量将使它的业绩产生根本的差别。研究发现，在美国，每减少5%的不忠诚的客户，可增加25%到85%的利润。

Rank Xerox takes the question of retaining customers so seriously that it forms a key part of the company’s bonus scheme. In the US, Domino’s Pizzas 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 as a result never returns, is losing the company thousands of dollars in potential revenue （more if you consider how many people they are liable to tell about their bad experience）

Rank Xerox公司如此认真的对待留住顾客的问题,它是公司奖金方案的重要组成部分。在美国,多米诺披萨公司估计，在过去的十年里，他们的老估计价值超过5000美元。如果一名顾客在第一次光临的时候，收到了质量低劣产品或服务，结果就是他们再也不会光顾，这将损失公司数千美元的潜在收入(此外，还好考虑这其中有多少人可能将把他们不好的经历讲述给其他人)

The logic behind nurturing customer loyalty is impossible to refute. ‘In practice most companies’ marketing effort is focused on getting customers, with little attention paid to keeping them’, says Adrian Payne of Cornfield University’s School of Management and author of The Essence of Services Marketing. ‘Research suggests that there is a high degree of correlation between customer retention and profitability. Established customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price sensitive, and may provide free word-of-mouth advertising and referrals. Retaining customers also makes it difficult for competitors to enter a market or increase their share of a market.’

培育顾客忠诚度背后的逻辑是不可能质疑的。“在实践中，反驳大多数公司的营销努力都集中在获取客户,而很少注重保留客户”，Cornfield University’s的管理学院、《服务营销本质》的作者Adrian Payne提出。“研究表明，顾客维系和盈利能力之间有高度的相关性。可以预测的是，建立客户关系倾向于购买更多的，而且通常比新客户花费更少的服务。此外，他们的价格敏感性往往更低，并可能提供免费的口碑广告和推荐。保持顾客同时也能够增加竞争者进入市场的难度或增加他们的市场份额。”

Payne points to a ladder of customer loyalty. On the first rung, there is a prospect. They are then turned into a customer, then a client then a supporter and finally, if the relationship is successful, into an advocate persuading others to become customers. Developing customers so they travel up the ladder demands thought, long-term commitment and investment.

Payne指出了培养客户的忠诚度的阶梯。第一阶，预期。他们首先成为顾客，然后是客户，然后是支持者，最后，如果这段关系是成功的，就会变成说服其他顾客的提倡者。开发客户的道路上要有理念，长期的承诺和投资，这样才能培养顾客的忠诚度。