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 . 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.