1 . Everyone in business has been told that success is all about attracting and retaining (留住) customers. It sounds simple and achievable. But,_______, words of wisdom are soon forgotten. Once companies have attracted customers they often_______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—_______that the customer remains a customer._______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_______, 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_______implications. Cutting down the number of customers a company loses can make a big_______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_______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_______never returns, is losing the company thousands of dollars in__________profits (more if you consider how many people they are likely to tell about their bad experience).

The logic behind cultivating customer__________is impossible to deny. “In practice most companies’ marketing effort is focused on getting customers, with little attention paid to__________them”, says Adrian Payne of Cornfield University’ School of Management. “Research suggests that there is a close relationship between retaining customers and making profits.__________customers tend to buy more, are predictable and usually cost less to service than new customers. Furthermore, they tend to be less price__________, and may provide free word-of-mouth advertising. Retaining customers also makes it__________for competitors to enter a market or increase their share of a market.

2 . A Heroic Driver

Larry works with Transport Drivers,   Inc.   One morning in 2009, Larry was ______along 165 north after delivering to one of his _______. Suddenly, he saw a car with its bright lights on. _______ he got closer, he found ____ vehicle upside down on the road. One more look and he noticed _______ shooting out from under the _______ vehicle. Larry pulled over, set the brake and _______the fire extinguisher (灭火器). Two good bursts from the extinguisher and the fire was put out.

The man who had his bright lights on _______ and told Larry he had _______ an emergency call. They ________ heard a woman’s voice coming from the wrecked (毁坏的) vehicle. ________the vehicle, they saw that a woman was trying to get out of the broken window. They told her to stay ________ until the emergency personnel arrived, ________ she thought the car was going to ________. Larry told her that he had already put out the fire and she should not move ________ she injured her neck.

Once fire and emergency people arrived, Larry and the other man ________ and let them go to work. Then, Larry asked the ________ if he was needed or ________ to go. They let him and the other man go.

One thing is ________—Larry went above and beyond the call of duty by getting so close to the burning vehicle! His ________ most likely saved the woman’s life.

3 . How long can human beings live? Most scientists who study old age think that the human body is ___ to live no longer than 120 years. However, 110 years is probably the longest that anyone could hope to live — if he or she is ___ healthy and lucky. Some scientists even say we can live as long as 130 years! Yet, our cells simply cannot continue to reproduce ___. They wear out, and as a result, we get old and ___ die.

Even though we can’t live forever, we are living a ___ life than ever before. In 1900, the average American life span(寿命)was only 47 years, but today it is 75 years!

When does old age begin then? Sixty-five may be out-of-date as the ___ line between middle age and old age. After all, many older people don’t begin to experience physical and mental ___ until after age 75.

People are living longer because more people ___ childhood. Before modern medicine changed the laws of nature, many children died of common childhood ___. Now that the chances of dying ____ are much lower, the chances of living long are much higher due to better diets and health care.

On the whole, our population is getting older. The ____ in our population will have lasting effects on our social development and our way of life. Some people fear such changes will be for the worse, while some see ____, not disaster. Today, many men and women in their "golden years" are healthy, still active, and young in ____ if not in age.

As our society grows old, we need the ____ of our older citizens. With long lives ahead of them, they need to ____ active and be devoted.

4 . In our modern world, when something wears out, we throw it away and buy a new one. The _______ is that countries around the world have growing mountains of _______ because people are throwing out more rubbish than ever before.

How did we _______ a throwaway society? First of all, it is now easier to _______ an object than to spend time and money to repair it. _______ modern manufacturing (制造业)and technology, companies are able to produce products quickly and inexpensively. Products are plentiful and _______.

Another cause is our _______of disposable (一次性的) products. As _______ people, we are always looking for _______ to save time and make our lives easier. Companies ________ thousands of different kinds of disposable products: paper plates, plastic cups, and cameras, to name a few.

Our appetite for new products also ________ to the problem. We are ________ buying new things. Advertisements persuade us that ________ is better and that we will be happier with the latest products. The result is that we ________ useful possessions to make room for new ones.

All around the world, we can see the ________ of this throwaway lifestyle. Mountains of rubbish just keep getting bigger. To ________ the amount of rubbish and to protect the ________, more governments are requiring people to recycle materials. ________, this is not enough to solve (解决) our problem.

Maybe there is another way out. We need to repair our possessions ________ throwing them away. We also need to rethink our attitudes about ________. Repairing our possessions and changing our spending habits may be the best way to reduce the amount of rubbish and take care of our environment.

5 . 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 _______, 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_______; sometimes he did not. In this situation, the victim was more likely to _______ aid if his face was spotless than if he had an unattractive birthmark. In _______ these and other research findings, two themes are _______ : we are more willing to help people we like for some reason and people we think_______assistance.

In some situations, those who are physically attractive are more likely to receive aid. _______, 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 _______ , but had apparently been "lost". The photo attached to the application was sometimes that of a very _______ 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 ________ the application if the person in the photo was physically attractive.

The degree of ________ 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) ________ 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________ to buy milk rather than to buy cookies, probably because milk is thought more essential for ________ 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 ________ rather than drunk.

6 . Youth sports teach kids to develop a winning state of mind as well as the ability to become team leaders. Although having _______ is a major part of athletics, the only purpose of sports is to compete and create the _______ mentality (心态) people need in sports.

_______ have the extremely hard task of getting their young athletes to learn how to play the sport and become disciplined, and ready to play the sport to the best of their ability. _______, I was at my younger brother’s baseball game the other night and his team was _______ by five runs in the last part of the game. While most teams in this situation would be desperately trying to regain their _______ for heroics, his team just seemed to slowly walk around, _______ sunflower seeds, and laugh at jokes made by teammates. I asked my brother after the game why everybody was so _______ about the loss and he said it was because some kid’s mom brought really good snacks.

Some parents have a _______ with coaches shouting at their child. If a child makes a mistake, it is the coach’s ________ to correct the problem. When parents get involved in telling the coach how to ________ the team, problems ________. Some parents feel if they pay their money, they should have an equal ________ on how to coach the team. In order to have a successful learning experience, the coach needs to feel like he can control his team and ________ the parents from having the last say. Without that, the coach feels as if he needs to ________the parents by giving more playing time to their kids who actually don’t ________it.

With youth sport programs becoming less competitive, club teams are on the ________ . More teens can get an easier access to them. Club teams ________more of what high school and junior high coaches are looking for, the competitive edge that is absolutely necessary in ________ . While having fun is important, skills and a ________ mentality is worth more in the world of sports.

Beware of those who use the truth to deceive. When someone tells you something that is_______, but leaves out important information that should be_______, he can create a false impression.

For example, someone might say, “I just_______a hundred dollars on the lottery. It was great. I took that dollar ticket back to the store and_______it in for one hundred dollars!”

This guy’s a winner,_______? Maybe, maybe not. We then discover that he bought two hundred_______, and only one was a winner. He’s really a big_______!

He didn’t say anything that was_______, but he deliberately left out some important_______. That’s called a half-truth. Half-truths are not technically__________, but they are just as not__________.

Untrustworthy candidates in__________campaigns often use this tactic (策略，手段). Let’s say that during Governor Smith’s last term, her state lost one million jobs and__________three million jobs. Then she__________another term. One of her opponents runs an ad__________, “During Governor Smith’s term, the state lost one million jobs!” That’s true.__________, an honest statement would have been, “During Governor Smith’s term, the state had a net gain of__________million jobs.”

Advertisers will sometimes use half-truths. It’s__________the law to make false claims so they try to mislead you with the__________. An ad might boast, “Nine out of ten doctors recommend Yucky Pills to cure nose pimples.” It__________to mention that they only asked ten doctors and nine of them work for the Yucky Corporation.

This kind of deception happens too often. It’s a sad fact of life: Lies are lies, and sometimes the truth can lie as well.