Exercises

Text Comprehension

I.Decide whether each of the following statements is true or false.

1.Indeed，tech companies can always get by and thrive without emphasizing customer experience.

2.Buyers of IT products often had relatively poor visibility into pricing and competitive options.

3.Generally speaking，enterprise tech vendors put more focus on sales and marketing and product development than on the actual customer experience.

4.As the tech market matures，enterprise IT no longer attaches importance to attracting new customers.

5.Efforts to examine and improve the customer experience for an enterprise IT client's core product not only promoted sales for the core product but also reignited growth for adjacent products.

II.Answer the following questions.

1.Why have many tech companies been able to get by and thrive without emphasizing customer experience？

2.What does end-to-end customer experience include？

3.What was the central question Bain and Research Now wanted to understand in their survey？

4.What are mentioned in the survey by users of software as their disappointments？

5.What did the old model for enterprise software and hardware depend on？

Vocabulary

I.Match the words and expressions on the left with the explanations on the right.

1.transparent　a.not in agreement，not in accord

2.commitment　b.the quality of remaining faithful to your friends，principles，country etc

3.incumbent　c.person or group in a business organization，trade union，etc with administrative or managerial powers

4.boost　d.of or at the beginning；first

5.savvy　e.well informed and perceptive；shrewd

6.executive　f.allowing light to pass through so that objects behind can be seen clearly

7.discrepant　g.thing one has promised to do；pledge；undertaking

8.overhaul　h.thorough examination followed by any necessary repairs

9.loyalty　i.push or shove upward，as if from below or behind

10.initial　j.currently holding an office

II.Determine the exact meaning of each of the underlined words and translate each sentence into Chinese.

1.The function of the heart is to pump blood through the body.

2.Heads of state attend numerous functions every year.

3.This machine has stopped functioning.

4.There were contradictory versionsof what happened.

5.The distributors will probably bump up the price of the software when the next versionis released.

6.A translator cannot be too careful to produce a proper version of a government work report.

7.The card was wrongly addressed to our old home.

8.He is due to address a conference on human rights next week.

9.Please address all complaints to the manager.

10.It is time we addressed ourselves to the main item on the agenda.

11.Don't address me as“Colonel”:I'm only a major.

12.The government promises to properly address the housing needs of teachers in the next five years.

13.Your question stopped him in his tracks.

14.We haven't found the solution yet，but I'm sure we're on the right track.

15.The police trackedthe terrorists to their hide-out.

III.Complete each of the following sentences with an appropriate form of the word given in brackets.

1.Customers become promoters when all key________leave them with a positive impression relative to what they have experienced elsewhere.（interact）

2.Leaders need to create an explicit vision of the customer experience and then walk the walk，backing up their________with action and investment.（commit）

3.A vital element of the________involved reshaping the entire organization around the customer experience.（transform）

4.Some resist________the target；they want to appeal to as many buyers as possible，and defining a target implies excluding some customers.（clear）

5.In practice，of course，product and service designers always make trade-offs.They sacrifice one feature or another so that they can achieve something else，such as a________price.（compete）

6.An outstanding customer experience creates promoters，and promoters are more________to a company than other customers.（value）

7.Making the commitment to deliver a superior customer experience can turn a________into a fierce competitor，or an“also ran”organization into an industry leader.（lag）

8.But owing to their status as the lifeblood of any organization，customers are always worthy of fair and________treatment.（consider）

9.The lines were so finely etched as to be________from a distance.（visible）

10.With an election coming soon，your representative should be very________to your request.（respond）

11.But we should not forget the cost of translating that noble________into practical policy.（aspire）

12.The best way of finding a lawyer is through personal________.（recommend）

13.Every business in this generation is being hit with a________of challenges.（vary）

14.The party is promising low inflation and________economic growth.（sustain）

15.By making the workforce more________and skilled，the local government hopes to attract foreign investment.（adapt）

IV.Fill in the blanks，each using one of the words in its appropriate form.

engage　detract　detraction　distract　distraction　sustain　sustenance

Model:She was engagedas an interpreter after graduation from college.

1.This unpleasant incident________from our enjoyment of the evening.

2.The film managed to________me from these problems for a while.

3.Only the hope that the rescuers were getting nearer________the trapped miners.

4.Nothing________his attention for long，which worries his parents very much.

5.Despite the harsh reality of global economic recession，this city has realized a________rapid economic growth over the past five years due to its effective measures on reform and opening up.

6.You'll drive me to________with your silly questions！

7.The cash dividends they get from the cash crop would________them during the lean season.

8.Weak men are crushed by________，but the brave hold on and succeed.

9.TV can be a welcome________after a hard day's work.

10.There's not much________in a glass of orange squash.

11.The general tried to avoid a（n）________with the enemy.

12.The creation of an efficient and________transport system is critical for a metropolitan city.

13.She threw him a（n）________smile at the entrance to the ballroom.

14.The attack took many by surprise，because few had anticipated that the major________of the faith would be one of our own.

15.He managed to________himself from Martha's embrace.

V.Choose the right word to complete each sentence.

1.________musicians must practise many hours a day.

A.Perspiring　B.Aspiring　C.Inspiring　D.Exasperating

2.New ideas are slowly________into people's minds.

A.filtering　B.flooding　C.tilting　D.flirting

3.It's easy to________the minds of young children with fixed ideas.

A.distill　B.impart　C.implant　D.instill

4.The house________to ours is under repairs.We have to tolerate noise and odor for several days.

A.adjunct　B.abject　C.adjacent　D.adjoining

5.His integrity________him to his employers.

A.recommended　B.commented　C.commenced　D.amended

6.Some resources of the application should be modified after________via the admin console.

A.constellation　B.concentration　C.installation　D.inauguration

7.We will be________in defense of our citizens and our friends and allies.

A.repentant　B.relentless　C.merciless　D.repulsive

8.The lake came into________as we turned the corner.

A.view　B.visage　C.viewpoint　D.visualization

9.Honeybees use one of the most________communication systems of any insect.

A.veteran　B.tricky　C.thorny　D.sophisticated

10.She keeps a horse in that________.

A.enclosure　B.closure　C.disclosure　D.stab

11.In this book，the author________recent developments in linguistics.

A.solves　B.surveillances　C.surveys　D.scouts

12.The liner has been refitted from stem to________.

A.strict　B.stern　C.astern　D.starch

13.Patience is one of the most important________in a teacher.

A.attributes　B.contributions　C.attributives　D.arbitrations

14.She is a________writer of novels and short stories.Altogether，she has finished about 100 literary works within just 30 years of her career.

A.plentiful　B.prolific　C.popular　D.prevalent

15.English is a subject on the________curriculum in many schools.

A.center　B.core　C.centralized　D.central

Cloze

Decide which of the choices given below would best complete the passage if inserted in the corresponding blanks.

Earning customers'loyalty:Isn't that for companies in consumer markets？Many business-tobusiness（B2B）____1__figure that their customers act rationally and base decisions____2__on price—loyalty doesn't enter into the equation.

Increasingly，however，B2B executives in industries____3__from industrial goods to financial services to healthcare find loyalty____4__a powerful____5__for them.It can both accelerate growth and create____6__competitive advantage.But earning loyalty in B2B markets____7__unique challenges，often involving complicated channel structures，concentrated buyer communities or large accounts with many people influencing the relationship.Defining who the customers really are and how to best engage them requires tailored solutions and a higher level of sophistication.

For example，when Tata Steel Wire Division（TSWD）in India needs to understand how farmers are using its barbed-wire fences（8）________it can develop targeted new products，it has to work through its distributors and retail network.For any supplier to a large corporation，simply mapping who in the organization decides on，influences and uses the product can be a Herculean task.

In B2B markets，even those long regarded as commodities，____9__strategic advantage from loyal customer relationships requires true___10___.Often that means not just great products at___11___prices，but also dependable delivery，tailored services and a high level of___12___and collaboration.The value in most B2B markets has shifted.Among manufacturers，for instance，profit pools have moved downstream to ancillary services，lifetime contracts or provision___13___the hour—all of which depend on___14___customer needs such as reliability or reduced risk.B2B companies thus need to go___15___mere satisfaction to earn customers'enthusiasm and loyalty so that they can improve the business's economics.

1.A.executors　B.extractors　C.executives　D.executions

2.A.mostly　B.nearly　C.hardly　D.scarcely

3.A.range　B.varying　C.vary　D.ranging

4.A.be　B.to be　C.being　D.should be

5.A.lever　B.level　C.revel　D.ravel

6.A.sustaining　B.sustained　C.sustainable　D.unsustainable

7.A.poises　B.poses　C.postures　D.imposes

8.A.in that　B.such that　C.so that　D.now that

9.A.deriding　B.derive　C.deride　D.deriving

10.A.differentiation　B.indifference　C.difference　D.deterrence

11.A.competent　B.competing　C.competitive　D.cheap

12.A.response　B.respondent　C.impassiveness　D.responsiveness

13.A.by　B.in　C.at　D.for

14.A.meeting with　B.addressing to　C.coping　D.addressing

15.A.by　B.beyond　C.through　D.forI

Grammar

.Fill in each blank with one word only according to the Chinese given.

Model:尽管时间很晚了，他还继续学习。Late________it was，he continued his study.

Key:as/though

1.他们刚一在戏院落座，帷幕就升起来了。No sooner________they settled________in their seats in the theatre than the curtain went up.

2.我们隔壁住着一位老年人，是个华侨。Next door to us________an old man，________is an overseas Chinese.

3.我要有你年轻，就会努力学习。________________as young as you，I would study hard.

4.要不是因为他们努力训练，也不会取得那么大的成功。________they________so hard，they wouldn't have won such great success.

5.他离开时什么也没说。________a single word________he________when he left.

6.快，公共汽车来了！Be quick！Here________________________.

7.约 翰 没 去 过 伦 敦，彼 得 也 没 去 过。John's not________to London.Neither________.

8.医生叫查理做深呼吸，查理就做了。The doctor asked Charlie to breathe deeply.________________.

9.明净蔚蓝的天空中，月光皎洁。In the clear blue sky________________bright________.

10.只有这样，我们才可以把此事办好。Only in this way________________do it well.

II.Translate the following Chinese into inverted English sentences.

Example:他只有在完成家庭作业以后，才可以与伙伴们玩一会儿。

Key:Only when he has finished his homework is he able to play with his friends for a while.

1.你要见的那位先生来了。

2.要是明天是晴天，我们就去野餐。

3.我们国家从未像今天这样强大、昌盛。

4.这部电影如此有教育意义，孩子们都想再看一遍。

5.我很喜欢滑冰。我兄弟也是这样。

III.Choose the best one to complete each sentence.

1.I wonder if your girl friend will go to the ball.If she________，so________mine.

A.does；does　B.does；will　C.will；does　D.would；will

2.It's necessary that not only________to see a doctor but also stay at home for a good sleep.

A.Bob should go　B.did Bob go　C.Bob's going　D.should Bob go

3.In________，but out________again.

A.came the teacher；he went　B.came the teacher；went he

C.did the teacher come；he went　D.the teacher came；went he

4.It's beyond description.Nowhere else in the world________such a quiet，beautiful place.

A.can there be　B.you can find

C.there can be　D.can find you

5.Not until Dec.2003________caught by the US soldiers，and it was a great victory for the USA.

A.was Saddam Hussein　B.Saddam Hussein was

C.had Saddam Hussein been　D.Saddam Hussein had been

6.Only after________his homework________to watch TV.

A.he has finished；is he allowed　B.has he finished；is he allowed

C.he has finished；he is allowed　D.has he finished；he is allowed

7.From then on we never saw her again，nor________from her.

A.heard we　B.had we heard

C.we have heard　D.did we hear

8.“Never________to hurt your feeling while I was expressing myself in the discussion.”explained Jim.

A.I expected　B.expected I

C.had I expected　D.did I expect

9.________our bus；we'll have to wait for the next.

A.Does there go　B.It goes

C.There goes　D.Does it go

10.—It was careless of you to have left your new bike outside all night.—My god！________.

A.So did I　B.So I did　C.So was I　D.So were you

Translation

I.Translate the following into Chinese.

Historically，the vast majority of customer feedback was anonymous.It was collected in a“market research mode”，which meant no one could follow up with individual customers to address their issues directly.The flawed logic behind this was built on a belief that customers would not share honest feedback unless their identity was kept secret.That might be true in some circumstances，but in my experience，it's rare.Anonymity in customer feedback is，frankly，overrated.People want to be heard.They want their feedback to be acknowledged.They want to know that the time they invested sharing feedback meant something and was acted on.Closing the loop is essential to building lasting customer relationships，and it is an invaluable opportunity to dig more deeply into the details of what delighted or enraged them.It offers an opportunity to begin digging into the root causes of customer satisfaction or dissatisfaction to uncover policy problems，issues with product design，or other pesky issues that require cross-functional collaboration.

II.Translate the following into English by using the words provided in brackets.

1.你要是不能提高销售额，就把你解雇！（deliver）

2.我可以很高兴地说，他的病情恢复得很好，治疗是有效果的。（respond）

3.十年后当你的储蓄计划到期时，就会支付这些红利。（mature）

4.她引证了居高不下的失业数字来证明政府政策的失误。（cite）

5.玛丽因工作得不到赏识而灰心丧气。（frustrate）

Speaking

I.Mini-talk.

“The customer is king”，or“The customer always deserves highest respect”.The truth of such sayings is increasingly evident to people in the world of business.But how about the reality？Do you really feel welcomed and respected as a customer in your daily life？

Please give a mini-talk on one of your shopping experiences in which you feel highly respected or miserably hurt.

II.Discussion.

Customer loyalty has attracted the growing attention and concern of business organizations for long.In order to gain a larger market share，businesses in various industries are trying every means possible，usually at a great cost，to please customers and win their loyalty.

But the fact is“It's hard to please all.”and“Customers are not always right.”There will，therefore，come times when it is appropriate to consider firing a customer.Now please discuss in groups on the topic“When and how shall we fire an unwelcome customer？”