單項選擇題
1、根據(jù)下面資料，回答題
The Bank with Ideas
With several hundreD years of history behind it, the APL Bank has few problems in (0)....B......businesses that it is A reputable anD secure (19)......of A．range of banking services．Now, it is demonstrating to business customers that it is flexible anD responsive enough .to(20) ......their changing needs in the 21st century.
BaseD in London, APL offers banking services to businesses throughout the UK viA．its branch (21)......Most customer service provision is (22).....out by personal account managers baseD in local branches, together with (23).....staff at company headquarters．An important (24).....． for APL has been to make it easy for customers to (25)......business with the bank．They can contact their account manager by direct line or email; if the manager is on holiday, A．carefully chosen colleague becomes the "account contact" and(26).....． with the customer during the manager's (27).....． In addition, for those who want (28).....to their bank at any time of day or night there is now A．24-hour phone-baseD service.
In order to remain competitive anD builD customer loyalty, the bank guarantees to turn arounD urgent loan (29).....． within 24 hours．This focus on the customer has also been A．driving(30)....． in APL's recruitment anD development policy．For example, newly inducteD staff(31)......A．"customer service review" to finD out what it is like to be on the other side of the desk, asking to borrow money．Together, these (32)......in banking have achieveD excellent results．The customer(33).....．is growing fast, anD last year the bank gaineD 36,000 new business accounts.
（19）選
A．producer
B．supplier
C．provider
D．giver
2、根據(jù)下面資料，回答題
A
Too often we accuse others of not listening, pretending that we ourselves are faultless, yet in our hearts we know that many of the mistakes we make come about because we haven't listened carefully enough. We get things wrong because we haven't quite understood what someone meant when they were talking to us. Anyone who has ever taken the minutes of a long meeting will know how hard it is to remember - despite the benefit of notes - exactly what everyone said. But success depends on getting things right - and that means listening.
B
Listening is not the same thing as hearing; it is not an effortless activity. It demands attention and concentration. It may mean quizzing the speaker for additional information or for clarification - it is always better to ask than to continue regardless and get things wrong. However, if you allow your mind to wander onto something else, even for a few minutes, you'll miss what the speaker is saying - probably at the very moment when he or she is saying something critical. And not having heard, you won't know you've missed anything until it's too late.
C
The most common bad habit we have is to start thinking of what we are going to say about the subject long before the other speaker has finished. We then stop listening. Even worse, this often adds rudeness to inattentiveness, as once you have decided what to say there is a fair chance you will interrupt to say it. Good listeners don't interrupt. In fact, it is often worth explaining the main idea of what you have just been told before going on to make your own points. Nobody is offended by this and it shows that you have listened well.
D
Above all, be patient and accept that many people are not very good communicators. It's helpful to remember that the ways people move and position themselves while they are speaking can reveal a great deal about what they are saying. Equally importantly you should put yourself in the other person's shoes, both intellectually and emotionally; it will help you to understand what they are getting at and form a response. But don't be too clever. Faced with a know-all, many people keep quiet because they see no point in continuing.
Sometimes it is necessary to insist on further explanation.
3、根據(jù)下面資料，回答題
Who Benefits Most from Company Training?
According to recent research, the better educated and the higher up the socioeconomic(0)...C...you are, the more likely you are to be offered workplace training. And, incidentally, the more likely you are to then turn (19)......the offer, pleading family and personal commitments or (20)......of work. Less qualified staff, on the other hand, are offered fewer training opportunities, but are more eager to (21).....them up. In fact, people with few or no educational qualifications are three times more likely to accept training when it is offered.
In the majority of companies, more (22).....are allocated to management training than to other areas. Employers (23).....their better qualified staff as more important to the business, so they pay them accordingly and invest more in them in (24)......of training. This is (25).....by the fact that organizations are dependent on properly (26).....managers making the right decisions. But this (27).....may mean that companies are(28).....other parts of the workforce down.
The researchers found A．growing demand for training among the lower-skilled. Unfortunately this demand is not being (29)....by employers, even though there are strong indications that companies would benefit from doing so. They also discovered that, despite the substantial (30)....between the training provided for managers and that offered to other staff, there was still widespread endorsement of training.
For the purposes of the research, training was defined as any (31)....of planned instruction or tuition provided by an employer with the aim of helping employees do their work better. It therefore included A．wide variety of approaches. on-the-joB．a(chǎn)nd classroom training (32).....to be used equally by employers. But learning on the job, which involved observing A．certain procedure and then practising it, was easily the most popular method for all categories of employees. While many felt that learning from colleagues was best, very few(33).....the internet as an effective way to train.
（19）應選
A．back
B．over
C．down
D．off
4、根據(jù)下面內(nèi)容，回答題：
But now all this has changed，thanks to Rowena Baker，who became Smithson’s first woman Chief Executive three years ago．Since then，while most major retailers in Britain have been losing money，Smithson’s profits have been rising steadily．When Baker started，a lot of improvements had just been made to the buildin9，without having any effect on sales， and she took the bold decision to invite one of Europe’s most exciting interior designers to develop the fashion area，the heart of the store．This very quickly led to rising sales，even before the goods on display were changed．And as sales grew，so did profits．
Baker had ambitious plans for the store frOm the start．“We’re playing a big game，to prove we’re up there with the leaders in our sector，and we have to make sure people get that message．Smithson’s had fallen behind the competition．It provided a traditional service targeted at middle—aged，middle—income customers，wh0’d been shopping there for years， and the customer base was gradually contractin9．Our idea is to sell such an exciting variety of goods that everyone will want to come in，whether they plan to spend a little or a lot．”Baker’s vision for the store is clear,but achieving it is far from simple．At first，many employees resisted her improvements because they just wouldn’t be persuaded that there was anything wrong with the way they’d always done things，even if they accepted that the store had to overtake its competitors．It took many long meetings，involving the entire workforce，to win their support。It helped when they realised that Baker was a very different kind of manager from the ones they had known．
Baker’s staff policies contained more surprises．The unifbrm that had hardly changed since day one has now disappeared．Moreover，teenagers now get young shop assistants，and staff in the spots departments are themselves sports fans in trainers．As Baker explains，“How can you sell jeans if you’re wearing a black suit?Smithson’s has a new identity，and this needs to be made clear to the customers．”She’s also given every sales assistant responsibility for ensuring customer satisfaction，even if it means occasionally breaking company rules in the hope that this will help company profits．Rowena Baker is proving successful，but the City’s big investors haven’t been persuaded． According to retail analyst，John Matthews，“Money had already been invested in
refurbishment of the store and in fact that led to the boost in sales. She took the credit, but hadn't done anything to achieve it. And in my view the company's shareholders are not convinced. The fact is that unless she opens several more stores pretty soon, Smithson's profits will start to fall because turnover of the existing store will inevitably start to decline."
According to the writer, in the mid-1990s Smithson's department store_______
A． was making a loss
B． had a problem keeping staff
C． was unhappy with its advertising agency
D． mostly sold goods under the Smithson's name
填空題
5、根據(jù)下面內(nèi)容，回答題
00 0f people．The purpose of research can vary from discovering the popularity of a political
34 party to assessing whether is a product needs changing or replacing．Most work in
35 consumer research involves interviewers employed by market research agencies，but
36 certain industrial and social research is carried out by any specialist agencies．Interviews
37 may be with individuals or groups and can last anything as from a few minutes to an hour
38 0r more．In some interviews，people may be asked to examine or try out products before
39 giving up their opinion．Successful interviewers tend to like meeting people and should
40 not only be shy of addressing strangers．Interviewers are usually expecled to work
41 unsupervised，organizing their own workload．Self-discipline is absolutely essential，and
42 as are motivation and enemy．There are no specific age limits for such a work，though
43 many agencies prefer to employ older applicants with experience of meeting people。
44 Market research agencies which frequently organize training，where trainees learn how
45 to recognize socio-economic groups and practice approaching to the public。
34__________
6、
PART FOUR
Questions 21-35
•Read the text below about job prospects at the Provincial Bank.
•Choose the correct word A, B, C, or, D on the opposite page to fill each gap.
•For each question 21-35, mark one letter (A, B, C, or D) on your Answer Sheet.
Employment Opportunities for Graduates with the Provincial BankThe Provincial Bank is one of the biggest (example) ____________ institutions in the U.K. With its 1,900 branches and 58,000 employees, it has (21) ____________ a household name. Almost 4,000 of these employees (22) ____________ managerial or executive positions. The bank has an outstanding (23) ____________ of profitability, which has been achieved by introducing innovations at the same time as maintaining leadership of the (24) ____________. The bank's comprehensive training programme concentrates on (25) ____________ the most important skills that graduates need in order to (26) ____________ early management responsibility. Trainees take responsibility for their own continuous self-development through visiting other branches and departments, and by (27)____________ courses in management skills. They also receive training in order to increase their knowledge of the bank's (28) ___________. The bank supports (29)____________ of staff who wish to take professional examinations, and its Graduate Training Scheme is (30)_____________ to the nationally recognized Diploma in Management.Obviously the quality of its mangers is of (31)____________ importance to the bank's performance. It welcomes good graduates in any subject area, (32)____________ they can demonstrate the ability to influence events, and have the potential to (33)____________ both as leaders and as part of a team. Most graduate trainees join the Retail Banking division initially. Those starting on this programme will soon have the (34)____________ to work in other parts of the bank and can (35)____________ a varied and flexible working life.
Example: A budgetary B fiscal C financial D economic
21 A opened B entered C turned D become
22 A hold B do C keep D own
23 A career B catalogue C record D experience
24 A area B trade C record D market
25 A making B reaching C developing D heightening
26 A present B treat C deal D handle
27 A observing B attending C involving D staying
28 A services B goods C creations D abilities
29 A colleague B members C people D persons
30 A qualified B combined C fastened D linked
31 A main B vital C necessary D superior
32 A therefore B thus C provided D only
33 A succeed B realize C gain D overcome
34 A choice B chance C likelihood D probability
35 A forecast B believe C suppose D expect
7、
Questions 17-20
• Using the information in the text, complete each sentence 17-20 with a phrase A-G from the list below.
• For each question 17-20, mark one letter (A-G) on your Answer Sheet.
• Do not use any letter more than once.
17 Most people agree that the recent increase in stress is due to changes in ____________.
18 The trainees are taught that the right level of stress at work is important for good.
19 Trainees learn that one way of limiting stress is by deciding upon.
20 One of the most important parts of the course is learning how to react to___
A levels of performance
B shorter deadlines
C employment practices
D higher levels of sickness
E unfair demands
F successful management structure
G practical targets
簡答題
8、Part One
You are the training manager of a company which has won a large export order. You have been asked to organize foreign language training for some of your staff.
Write a memo of 30-40 words to staff:
Explaining why the courses are necessary;
Saying which members of staff should attend;
Announcing when the courses will start;
Write on your answer sheet.
Part Two
Your company exports to a number of countries around the world. The company is looking for new agents for international freight.
Read the two advertisements below, on which you have made some notes.
Then using the notes, write a short report for the Export Sales Manager, covering all your points and saying which agent you recommend.
Write 100-120 words.
Write on your answer sheet.
9、Part One
You are Head of Research for an international car manufacturer. You have to make an urgent trip tomorrow to visit Pierre Blanco, a colleague who works for a subsidiary.
Write a memo of 30-40 words to your secretary.
Telling her who you are going to see and when;
Asking her to book flight tickets and accommodation;
Telling her what work you would like her to do in your absence;
Write on your answer sheet.
Part Two
You are the manager of a TV and radio repair workshop. One of your employees has received the letter below about a faulty cassette player which he inspected. He has written his comments on the customer’s letter and asked you to write a reply.
Write a letter of 100-120 words to the customer, using the employee’s comments and explaining why your company cannot repair the cassette player.
Do not include addresses.
Write on your answer sheet.
10、• Read the article below about the winner of a business award .
• In most of the lines 34-45 there is one extra word . It is either grammatically incorrect or
doesn’t fit in the meaning of the text . Some lines, however, are correct .
• If a line is correct , write CORRECT on your Answer Sheet .
• If there is a extra word in the line , write the extra word in CAPITAL LETTER on your Answer Sheet.
• The exercises begins with two examples , (0) and (00) .
Examples
1、根據(jù)下面資料，回答題
The Bank with Ideas
With several hundreD years of history behind it, the APL Bank has few problems in (0)....B......businesses that it is A reputable anD secure (19)......of A．range of banking services．Now, it is demonstrating to business customers that it is flexible anD responsive enough .to(20) ......their changing needs in the 21st century.
BaseD in London, APL offers banking services to businesses throughout the UK viA．its branch (21)......Most customer service provision is (22).....out by personal account managers baseD in local branches, together with (23).....staff at company headquarters．An important (24).....． for APL has been to make it easy for customers to (25)......business with the bank．They can contact their account manager by direct line or email; if the manager is on holiday, A．carefully chosen colleague becomes the "account contact" and(26).....． with the customer during the manager's (27).....． In addition, for those who want (28).....to their bank at any time of day or night there is now A．24-hour phone-baseD service.
In order to remain competitive anD builD customer loyalty, the bank guarantees to turn arounD urgent loan (29).....． within 24 hours．This focus on the customer has also been A．driving(30)....． in APL's recruitment anD development policy．For example, newly inducteD staff(31)......A．"customer service review" to finD out what it is like to be on the other side of the desk, asking to borrow money．Together, these (32)......in banking have achieveD excellent results．The customer(33).....．is growing fast, anD last year the bank gaineD 36,000 new business accounts.
（19）選
A．producer
B．supplier
C．provider
D．giver
2、根據(jù)下面資料，回答題
A
Too often we accuse others of not listening, pretending that we ourselves are faultless, yet in our hearts we know that many of the mistakes we make come about because we haven't listened carefully enough. We get things wrong because we haven't quite understood what someone meant when they were talking to us. Anyone who has ever taken the minutes of a long meeting will know how hard it is to remember - despite the benefit of notes - exactly what everyone said. But success depends on getting things right - and that means listening.
B
Listening is not the same thing as hearing; it is not an effortless activity. It demands attention and concentration. It may mean quizzing the speaker for additional information or for clarification - it is always better to ask than to continue regardless and get things wrong. However, if you allow your mind to wander onto something else, even for a few minutes, you'll miss what the speaker is saying - probably at the very moment when he or she is saying something critical. And not having heard, you won't know you've missed anything until it's too late.
C
The most common bad habit we have is to start thinking of what we are going to say about the subject long before the other speaker has finished. We then stop listening. Even worse, this often adds rudeness to inattentiveness, as once you have decided what to say there is a fair chance you will interrupt to say it. Good listeners don't interrupt. In fact, it is often worth explaining the main idea of what you have just been told before going on to make your own points. Nobody is offended by this and it shows that you have listened well.
D
Above all, be patient and accept that many people are not very good communicators. It's helpful to remember that the ways people move and position themselves while they are speaking can reveal a great deal about what they are saying. Equally importantly you should put yourself in the other person's shoes, both intellectually and emotionally; it will help you to understand what they are getting at and form a response. But don't be too clever. Faced with a know-all, many people keep quiet because they see no point in continuing.
Sometimes it is necessary to insist on further explanation.
3、根據(jù)下面資料，回答題
Who Benefits Most from Company Training?
According to recent research, the better educated and the higher up the socioeconomic(0)...C...you are, the more likely you are to be offered workplace training. And, incidentally, the more likely you are to then turn (19)......the offer, pleading family and personal commitments or (20)......of work. Less qualified staff, on the other hand, are offered fewer training opportunities, but are more eager to (21).....them up. In fact, people with few or no educational qualifications are three times more likely to accept training when it is offered.
In the majority of companies, more (22).....are allocated to management training than to other areas. Employers (23).....their better qualified staff as more important to the business, so they pay them accordingly and invest more in them in (24)......of training. This is (25).....by the fact that organizations are dependent on properly (26).....managers making the right decisions. But this (27).....may mean that companies are(28).....other parts of the workforce down.
The researchers found A．growing demand for training among the lower-skilled. Unfortunately this demand is not being (29)....by employers, even though there are strong indications that companies would benefit from doing so. They also discovered that, despite the substantial (30)....between the training provided for managers and that offered to other staff, there was still widespread endorsement of training.
For the purposes of the research, training was defined as any (31)....of planned instruction or tuition provided by an employer with the aim of helping employees do their work better. It therefore included A．wide variety of approaches. on-the-joB．a(chǎn)nd classroom training (32).....to be used equally by employers. But learning on the job, which involved observing A．certain procedure and then practising it, was easily the most popular method for all categories of employees. While many felt that learning from colleagues was best, very few(33).....the internet as an effective way to train.
（19）應選
A．back
B．over
C．down
D．off
4、根據(jù)下面內(nèi)容，回答題：
Department Store Magic
For most of the 20th century Smithson's was one of Britain's most successful department stores,but by the mid-1990s,it had become dull.Still profitable，thanks largely to a series of successful advertising campaigns，but decidedly boring．The famous were careful not to be seen there，and its sales staff didn’t seem to have changed since the store opened in l908． Worst of all，its customers were buying fewer and fewer of its own-brand products，the major part of its business，and showing a preference for more fashionable brands． But now all this has changed，thanks to Rowena Baker，who became Smithson’s first woman Chief Executive three years ago．Since then，while most major retailers in Britain have been losing money，Smithson’s profits have been rising steadily．When Baker started，a lot of improvements had just been made to the buildin9，without having any effect on sales， and she took the bold decision to invite one of Europe’s most exciting interior designers to develop the fashion area，the heart of the store．This very quickly led to rising sales，even before the goods on display were changed．And as sales grew，so did profits．
Baker had ambitious plans for the store frOm the start．“We’re playing a big game，to prove we’re up there with the leaders in our sector，and we have to make sure people get that message．Smithson’s had fallen behind the competition．It provided a traditional service targeted at middle—aged，middle—income customers，wh0’d been shopping there for years， and the customer base was gradually contractin9．Our idea is to sell such an exciting variety of goods that everyone will want to come in，whether they plan to spend a little or a lot．”Baker’s vision for the store is clear,but achieving it is far from simple．At first，many employees resisted her improvements because they just wouldn’t be persuaded that there was anything wrong with the way they’d always done things，even if they accepted that the store had to overtake its competitors．It took many long meetings，involving the entire workforce，to win their support。It helped when they realised that Baker was a very different kind of manager from the ones they had known．
Baker’s staff policies contained more surprises．The unifbrm that had hardly changed since day one has now disappeared．Moreover，teenagers now get young shop assistants，and staff in the spots departments are themselves sports fans in trainers．As Baker explains，“How can you sell jeans if you’re wearing a black suit?Smithson’s has a new identity，and this needs to be made clear to the customers．”She’s also given every sales assistant responsibility for ensuring customer satisfaction，even if it means occasionally breaking company rules in the hope that this will help company profits．Rowena Baker is proving successful，but the City’s big investors haven’t been persuaded． According to retail analyst，John Matthews，“Money had already been invested in
refurbishment of the store and in fact that led to the boost in sales. She took the credit, but hadn't done anything to achieve it. And in my view the company's shareholders are not convinced. The fact is that unless she opens several more stores pretty soon, Smithson's profits will start to fall because turnover of the existing store will inevitably start to decline."
According to the writer, in the mid-1990s Smithson's department store_______
A． was making a loss
B． had a problem keeping staff
C． was unhappy with its advertising agency
D． mostly sold goods under the Smithson's name
填空題
5、根據(jù)下面內(nèi)容，回答題
Market Research
0 Market research involves in collecting and sorting facts and opinions from specific groups 00 0f people．The purpose of research can vary from discovering the popularity of a political
34 party to assessing whether is a product needs changing or replacing．Most work in
35 consumer research involves interviewers employed by market research agencies，but
36 certain industrial and social research is carried out by any specialist agencies．Interviews
37 may be with individuals or groups and can last anything as from a few minutes to an hour
38 0r more．In some interviews，people may be asked to examine or try out products before
39 giving up their opinion．Successful interviewers tend to like meeting people and should
40 not only be shy of addressing strangers．Interviewers are usually expecled to work
41 unsupervised，organizing their own workload．Self-discipline is absolutely essential，and
42 as are motivation and enemy．There are no specific age limits for such a work，though
43 many agencies prefer to employ older applicants with experience of meeting people。
44 Market research agencies which frequently organize training，where trainees learn how
45 to recognize socio-economic groups and practice approaching to the public。
34__________
6、
PART FOUR
Questions 21-35
•Read the text below about job prospects at the Provincial Bank.
•Choose the correct word A, B, C, or, D on the opposite page to fill each gap.
•For each question 21-35, mark one letter (A, B, C, or D) on your Answer Sheet.
Employment Opportunities for Graduates with the Provincial BankThe Provincial Bank is one of the biggest (example) ____________ institutions in the U.K. With its 1,900 branches and 58,000 employees, it has (21) ____________ a household name. Almost 4,000 of these employees (22) ____________ managerial or executive positions. The bank has an outstanding (23) ____________ of profitability, which has been achieved by introducing innovations at the same time as maintaining leadership of the (24) ____________. The bank's comprehensive training programme concentrates on (25) ____________ the most important skills that graduates need in order to (26) ____________ early management responsibility. Trainees take responsibility for their own continuous self-development through visiting other branches and departments, and by (27)____________ courses in management skills. They also receive training in order to increase their knowledge of the bank's (28) ___________. The bank supports (29)____________ of staff who wish to take professional examinations, and its Graduate Training Scheme is (30)_____________ to the nationally recognized Diploma in Management.Obviously the quality of its mangers is of (31)____________ importance to the bank's performance. It welcomes good graduates in any subject area, (32)____________ they can demonstrate the ability to influence events, and have the potential to (33)____________ both as leaders and as part of a team. Most graduate trainees join the Retail Banking division initially. Those starting on this programme will soon have the (34)____________ to work in other parts of the bank and can (35)____________ a varied and flexible working life.
Example: A budgetary B fiscal C financial D economic
21 A opened B entered C turned D become
22 A hold B do C keep D own
23 A career B catalogue C record D experience
24 A area B trade C record D market
25 A making B reaching C developing D heightening
26 A present B treat C deal D handle
27 A observing B attending C involving D staying
28 A services B goods C creations D abilities
29 A colleague B members C people D persons
30 A qualified B combined C fastened D linked
31 A main B vital C necessary D superior
32 A therefore B thus C provided D only
33 A succeed B realize C gain D overcome
34 A choice B chance C likelihood D probability
35 A forecast B believe C suppose D expect
7、
Questions 17-20
• Using the information in the text, complete each sentence 17-20 with a phrase A-G from the list below.
• For each question 17-20, mark one letter (A-G) on your Answer Sheet.
• Do not use any letter more than once.
17 Most people agree that the recent increase in stress is due to changes in ____________.
18 The trainees are taught that the right level of stress at work is important for good.
19 Trainees learn that one way of limiting stress is by deciding upon.
20 One of the most important parts of the course is learning how to react to___
A levels of performance
B shorter deadlines
C employment practices
D higher levels of sickness
E unfair demands
F successful management structure
G practical targets
簡答題
8、Part One
You are the training manager of a company which has won a large export order. You have been asked to organize foreign language training for some of your staff.
Write a memo of 30-40 words to staff:
Explaining why the courses are necessary;
Saying which members of staff should attend;
Announcing when the courses will start;
Write on your answer sheet.
Part Two
Your company exports to a number of countries around the world. The company is looking for new agents for international freight.
Read the two advertisements below, on which you have made some notes.
Then using the notes, write a short report for the Export Sales Manager, covering all your points and saying which agent you recommend.
Write 100-120 words.
Write on your answer sheet.
9、Part One
You are Head of Research for an international car manufacturer. You have to make an urgent trip tomorrow to visit Pierre Blanco, a colleague who works for a subsidiary.
Write a memo of 30-40 words to your secretary.
Telling her who you are going to see and when;
Asking her to book flight tickets and accommodation;
Telling her what work you would like her to do in your absence;
Write on your answer sheet.
Part Two
You are the manager of a TV and radio repair workshop. One of your employees has received the letter below about a faulty cassette player which he inspected. He has written his comments on the customer’s letter and asked you to write a reply.
Write a letter of 100-120 words to the customer, using the employee’s comments and explaining why your company cannot repair the cassette player.
Do not include addresses.
Write on your answer sheet.
10、• Read the article below about the winner of a business award .
• In most of the lines 34-45 there is one extra word . It is either grammatically incorrect or
doesn’t fit in the meaning of the text . Some lines, however, are correct .
• If a line is correct , write CORRECT on your Answer Sheet .
• If there is a extra word in the line , write the extra word in CAPITAL LETTER on your Answer Sheet.
• The exercises begins with two examples , (0) and (00) .
Examples
|
0 |
C |
O |
R |
R |
E |
C |
T |
|
|
|
00 |
I |
T |
|
|
|
|
|
|
|
|
INCREASING CUSTOMERS LOYALTY |
|
0 Customers are not revolutionaries. They are attracted to be the certainty of knowing that 00 what they buy it will be good value for money or will perform a particular task effectively. 34 They are cautious but their loyalty , without once achieved , is the key to business success. 35 Brands can help to create customer loyalty by providing us a signpost to certainty and 36 safety . Ideally , when a customer sees off a product , it leads to a range of positive thoughts 37 so that the product is being bought . Unfortunately , only a small number of products have 38 reached to this level . While everyone in business is aware of the need to attract and 39 retain customers , that they often overlook the second , more important , half of the 40 equation . In the excitement of beating against the competition and securing orders, 41 managers often fail to ensure that the customer remains a customer . It has been 42 estimated that since the average company loses between 10 to 30% of its customers 43 every year and this only recently have organizations started to wake up to these lost 44 opportunities and to calculate the financial implications . Established customers often 45 buy more and, in the addition , they may also provide free word-of-mouth advertising. |