议论文（二）

[学习建议：第10天完成]

Section 1：线索定位训练

下面的真题中已将已知线索加粗，主要目标是训练同学们养成寻找已知线索的习惯。

Everyone in business has been told that success is all about attracting and retaining（留住）customers. It sounds simple and achievable. Bu, 　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 competitio, negotiating price, securing order, and delivering the produc, 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 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 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 organizations beginning to wake up to those 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 per cent decrease in the number of defecting（流失的）customers led to　8　increases of between 25 and 85 per cent.

In the U, 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 return, 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 customer, with little attention paid to　12　the, ”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 mor, are predictable and usually cost less to service than new customers. Furthermor, they tend to be less price　14　, and may provide free word-of-mouth advertising. Retaining customers also makes it　15　for competitors to enter a market or increase their share of a market.

1. A. in particular　B. in reality　C. at least　D. first of all

2. A. emphasize　B. doubt　C. overlook　D. believe

3. A. denying　B. ensuring　C. arguing　D. proving

4. A. Moving　B. Hoping　C. Starting　D. Failing

5. A. markets　B. tastes　C. prices　D. expenses

6. A. culture　B. social　C. financial　D. economical

7. A. promise　B. plan　C. mistake　D. difference

8. A. cost　B. opportunity　C. profit　D. budget

9. A. as a result　B. on the whole　C. in conclusion　D. on the contrary

10. A. huge　B. potential　C. extra　D. reasonable

11. A. beliefs　B. loyalty　C. habits　D. interest

12. A. altering　B. understanding　C. keeping　D. attracting

13. A. Assumed　B. Respected　C. Established　D. Unexpected

14. A. agreeable　B. flexible　C. friendly　D. sensitive

15. A. unfair　B. difficult　C. essential　D. convenient

Section 2：答案详解

文章大意：本文讲述了商家往往会做很多事情来维护生意，却忘记了留住老顾客。流失一名老顾客会损失未来的潜在利润，而培养顾客的忠诚度，不仅能够带来更多的利润，而且会让竞争者难以进入市场来占据市场份额。

1. 【答案】B

选项翻译：A. 特别是；B. 事实上；C. 至少；D. 首先

解题分析：考查反义转折逻辑。通过But可以得知，前后是反义转折逻辑关系。前文提到了商业成功的至理名言success is all about attracting and retaining customer, 后文又说words of wisdom are soon forgotte, 只有选项B可以连接含转折关系的成分，表示理论与现实间的差距，所以正确答案为B。

2. 【答案】C

选项翻译：A. 强调；B. 怀疑；C. 忽视；D. 相信

解题分析：考查同义重现。上文提到这样的至理名言经常很快就被忘记，下文应该讲的是公司吸引了顾客后常会忽视名言的下半句“留住顾客”，所以正确答案为C。

3. 【答案】B

选项翻译：A. 否认；B. 确保；C. 争论；D. 证明

解题分析：根据前后语义逻辑可知，上文讲到商家做了很多事情来维护生意。此处讲到他们忘记了自认为是商业经营中令人厌烦的一件事，那就是确保顾客还会光顾他们的生意，即上文提到的retaining customer, 所以正确答案为B。

4. 【答案】D

选项翻译：A. 移动；B. 希望；C. 开始；D. 失败

解题分析：考查上下文语义逻辑。根据下文线索It has been estimated that the average company loses between 10 and 30 per cent of its customers every year可知，据估计，平均每家公司每年会失去10%~30%的老顾客，说明公司没有重视留住老顾客，所以正确答案为D。

5. 【答案】A

选项翻译：A. 市场；B. 品味；C. 价格；D. 花费

解题分析：根据前后语义逻辑可知，此处是讲在不断变化的市场中，顾客流失不足以令人惊讶，所以正确答案为A。

6. 【答案】C

选项翻译：A. 文化；B. 社会的；C. 财政的；D. 节约的

解题分析：根据上文线索Failing to concentrate on retaining as well as attracting customers costs business huge amounts of money可知，商家直到现在才开始意识到流失顾客会带来巨大的财政损失，所以正确答案为C。

7. 【答案】D

选项翻译：A. 承诺；B. 计划；C. 错误；D. 不同

解题分析：考查上下文语义逻辑。根据下文线索Research in the US found that a five per cent decrease in the number of defecting customers led to…increases of between 25 and 85 per cent可知，此处是说减少顾客的流失会对公司的业绩造成很大的影响，make a difference意为“有影响”，所以正确答案为D。

8. 【答案】C

选项翻译：A. 花费；B. 机会；C. 利润；D. 预算

解题分析：考查原词重现。根据前后语义逻辑可知，只要减少5%的顾客流失便会带来25%~85%的利润增长，下文也提到了making profit, 所以正确答案为C。

9. 【答案】A

选项翻译：A. 结果；B. 大体上；C. 总之；D. 相反

解题分析：考查上下文语义逻辑。通过分析空格前A customer who receives a poor quality product or service on their first visit和空格后never returns的关系可知，顾客第一次光顾，如果买到的是劣质产品，或得到较差的服务，那么其结果就是他们不会再来了，所以正确答案为A。

10. 【答案】B

选项翻译：A. 巨大的；B. 潜在的；C. 额外的；D. 合理的

解题分析：考查上下文语义逻辑。根据上文线索In the U, Domino's Pizza estimates that a regular customer is worth more than$5, 000 over ten years可知，每位常客在10多年的时间里会带来超过5000美元的收益，所以如果流失一名顾客便会损失未来的潜在利润，所以正确答案为B。

11. 【答案】B

选项翻译：A. 信念；B. 忠诚；C. 习惯；D. 兴趣

解题分析：根据前后语义逻辑可知，这里是说培养顾客的忠诚度，所以正确答案为B。

12. 【答案】C

选项翻译：A. 变更；B. 理解；C. 保持；D. 吸引

解题分析：考查同义重现。大部分商家只是聚焦于如何吸引顾客，而很少将注意力放在如何留住顾客上，所以正确答案为C。keep与前文中出现的retain同义。

13. 【答案】C

选项翻译：A. 假定的；B. 受尊敬的；C. 已建立的；D. 意外的

解题分析：根据前后语义逻辑和常识可知，固定的常客会买得更多，并且占用的服务资源相对更少，所以正确答案为C。

14. 【答案】D

选项翻译：A. 令人愉快的；B. 灵活的；C. 友好的；D. 敏感的

解题分析：考查上下文语义逻辑。根据上文线索Established customers tend to buy more可知，老顾客买得多，说明这一群体不太那么在意价格，所以正确答案为D。

15. 【答案】B

选项翻译：A. 不公平的；B. 困难的；C. 有必要的；D. 方便的

解题分析：根据前后语义逻辑可知，留住顾客会让竞争者难以进入市场来占据市场份额，所以正确答案为B。

Section 1：真题精练

阅读下面短文，掌握其大意，然后从各题所给出的A、B、C、D四个选项中选出最佳选项。

The concept of solitude（独处）in the digital world is almost non-existent. In the world of digital technolog, e-mai, social networking and online video game, information is meant to be　1　. Solitude can be hard to discover　2　it has been given up. In this respec, new technologies have　3　our culture.

The desire to be connected has brought solitude to a（n）　4　as we've known it. People have become so　5　in the world of networks and connections that one can often be contacted　6　they'd rather not be. Today we can tal, tex, e-mai, chat and blog（写博客），not only from our　7　but from our mobile phones as well.

Most developed nations have become　8　on digital technology simply because they've grown accustomed to i, and at this point not　9　it would make them an outsider. 　10　, many jobs and careers require people to be　11　. From this point of vie, technology has changed the culture of work. Being reachable might feel like a　12　to those who may not want to be able to be contacted at all times.

I suppose the positive side is that solitude is still possible for anyone who　13　wants it. Computers can be shut　14　and mobile phones can be turned off. The ability to be"connected"and"on"has many　15　, as well as disadvantages. Travelers have ended up　16　on mountain, and mobile phones have saved countless lives. They can also make people feel　17　and forced to answer unwanted calls or　18　to unwanted texts.

Attitudes towards our connectedness as a society　19　across generations. Some find today's technology a gift. Others consider it a curse. Regardless of anyone's view on the subjec, it's hard to imagine what life would be like　20　daily advancements in technology.

1. A. updated　B. received　C. shared　D. collected

2. A. though　B. until　C. once　D. before

3. A. respected　B. shaped　C. ignored　D. preserved

4. A. edge　B. stage　C. end　D. balance

5. A. sensitive　B. intelligent　C. considerate　D. reachable

6. A. even if　B. only if　C. as if　D. if only

7. A. media　B. computers　C. databases　D. monitors

8. A. bent　B. hard　C. keen　D. dependent

9. A. finding　B. using　C. protecting　D. changing

10. A. Also　B. Instead　C. Otherwise　D. Somehow

11. A. connected　B. trained　C. recommended　D. interested

12. A. pleasure　B. benefit　C. burden　D. disappointment

13. A. slightly　B. hardly　C. merely　D. really

14. A. out　B. down　C. up　D. in

15. A. aspects　B. weaknesses　C. advantages　D. exceptions

16. A. hidden　B. lost　C. relaxed　D. deserted

17. A. trapped　B. excited　C. confused　D. amused

18. A. turn　B. submit　C. object　D. reply

19. A. vary　B. arise　C. spread　D. exist

20. A. beyond　B. within　C. despite　D. without

Section 2：答案详解

文章大意：在现代社会中，由于数码科技的发展，独处的概念几乎不复存在。尽管人们对现代技术的发展持有不同的看法，但是随着技术的进步，人们的生活会发生改变，人与人之间的关系也会因此发生变化，日常联络变得非常容易。

1. 【答案】C

选项翻译：A. 更新；B. 收到；C. 分享，共享；D. 收集

解题分析：考查因果逻辑。根据上文线索The concept of solitude in the digital world is almost non-existent可知，在数码时代里，独处的概念几乎是不存在的，因此信息应该是共享的，所以正确答案为C。

2. 【答案】C

选项翻译：A. 虽然；B. 直到……才；C. 一旦；D. 在……之前

解题分析：根据前后语义逻辑可知，人们一旦放弃独处，就很难再发现独处（的乐趣），所以正确答案为C。

3. 【答案】B

选项翻译：A. 尊敬；B. 塑造；影响；C. 忽视；D. 保护

解题分析：根据前后语义逻辑可知，前文提到的电子邮件、社交网络以及网络游戏等使我们不再独处，改变着我们的生活，即新技术影响了我们的文化，所以正确答案为B。

4. 【答案】C

选项翻译：A. 边缘；B. 舞台；C. 结束；D. 平衡

解题分析：考查因果逻辑。根据上文线索The desire to be connected可知，人们渴望互相联系，这就意味着他们不再愿意独处，所以正确答案为C。

5. 【答案】D

选项翻译：A. 敏感的；B. 聪明的；C. 体贴的，考虑周到的；D. 可达到的；可联系到的

解题分析：考查上下文语义逻辑。根据下文线索one can often be contacted可知，在网络覆盖的世界里，人们之间的联络已经变得越来越容易了，所以正确答案为D。

6. 【答案】A

选项翻译：A. 即使；B. 只有……（才）；C. 好像；D. 要是……该多好

解题分析：根据前后语义逻辑可知，在网络覆盖的世界中，人们之间的联络已经变得越来越容易了，以至于即使不愿意被联系到的人，也可能经常被联系到，所以正确答案为A。

7. 【答案】B

选项翻译：A. 媒体；B. 电脑；C. 数据库；D. 监视器

解题分析：考查同类重现。根据上文线索e-mai, chat and blog可知，人们可以使用电脑来发送电子邮件、与人在网上聊天和写博客，所以正确答案为B。

8. 【答案】D

选项翻译：A. 下定决心的；弯曲的；B. 努力的；严厉的；C. 渴望的；D. 依赖的

解题分析：考查上下文语义逻辑。根据下文线索they've grown accustomed to it可知，许多发达国家已经习惯了使用数码科技，即很依赖数码科技，所以正确答案为D。

9. 【答案】B

选项翻译：A. 发现；B. 使用；C. 保护；D. 改变

解题分析：考查上下文语义逻辑。根据下文线索make them an outsider可知，此处是说不使用数码技术的人会成为时代的局外人，所以正确答案为, 其他三项代入文中不会导致成为局外人的后果。

10. 【答案】A

选项翻译：A. 也；B. 反而；C. 然而；D. 以某种方法

解题分析：考查递进逻辑。此处是进一步阐述人们与数码科技的关系，所以正确答案为A。

11. 【答案】A

选项翻译：A. 联系；B. 训练；C. 推荐；D. 对……感兴趣的

解题分析：考查原词重现。许多工作和职业需要人们彼此联系。上下文都提到了connected或contacte, 所以正确答案为A。

12. 【答案】C

选项翻译：A. 快乐；B. 利益；C. 负担；D. 失望

解题分析：根据下文线索may not want to be able to be contacted at all times可知，此处是说不想总是被联系到的人们会将经常被联系到视为一种负担，所以正确答案为C。

13. 【答案】D

选项翻译：A. 轻微地；B. 几乎不；C. 仅仅；D. 真正地

解题分析：考查因果逻辑。根据上文线索may not want to be able to be contacted at all times可知，有些人不想总是被联系到，因此此处想表达的意思应该是独处对于真正想要独处的人来说仍然是可能的，所以正确答案为D。

14. 【答案】B

选项翻译：A. （shut）out排除；关在外面；B. （shut）down关上，关闭；C. （shut）up住口；D. （shut）in禁闭

解题分析：考查固定搭配和同义重现。根据下文线索can be turned off可知，此处是说电脑可以被关掉，shut down为固定搭配，与turn off同义，所以正确答案为B。

15. 【答案】C

选项翻译：A. 方面；B. 弱点；C. 优势；D. 例外

解题分析：考查反义转折逻辑。根据下文线索disadvantages可知，此处要表达的是能被人联系到有很多优势，所以正确答案为C。

16. 【答案】B

选项翻译：A. 隐藏的；B. 失去的；迷路的；C. 放松的；D. 被遗弃的

解题分析：考查上下文语义逻辑。根据下文线索mobile phones have saved countless lives可知，此处应指旅游者在山上迷路了。故选B项。

17. 【答案】A

选项翻译：A. 陷入困境的；B. 兴奋的；C. 困惑的；D. 愉快的

解题分析：考查上下文语义逻辑。根据下文线索forced和unwanted可知，手机还使人们感到被束缚，被迫接听骚扰电话或者回复垃圾短信，所以正确答案为A。

18. 【答案】D

选项翻译：A. 转向；B. 提交；C. 反对；D. 答复

解题分析：考查同义重现。根据上文线索answer unwanted calls和下文线索unwanted texts可知，前后为并列关系，空格处所填词应与answer同义，所以正确答案为D。

19. 【答案】A

选项翻译：A. 变化；B. 出现；C. 传播；D. 存在

解题分析：根据前后语义逻辑可知，人们对社会上人与人之间联系的态度在不同时代有所变化，所以正确答案为A。

20. 【答案】D

选项翻译：A. 超过；B. 在……之内；C. 尽管；D. 没有

解题分析：根据前后语义逻辑可知，如果技术更新不是日新月异，难以想象生活会是什么样。根据本句宾语从句中所用的虚拟语气可知，此处应填withou, 所以正确答案为D。