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ComputerScienceinEnglishDesignedandProgrammedByJiangTongqiangMiaoTianshunTeachingAssistedCoursewareComputerScienceinEnglishII.GrammaticalNotest

otheTextIII.WordsBanktotheTextIV.ExercisesoftheChapterI.Pre-readingQuestionsChapter19CustomerRelationshipManagementII.GrammaticalNotestotheTex

tIII.WordsBanktotheTextIV.ExercisesoftheChapterI.Pre-readingQuestionsChapter19I.Pre-readingQuestions1.Whatiscustome

rrelationshipmanagement?Whyarecustomerrelationshipssoimportanttoday?2.DescribetheadvantagesofCustomerrelationshipmanagement.3.Nam

efourtypesofCustomers.4.HowmanycapabilitiescanatypicalCRMsoftwareprovide?Nameeachofthem.1.Whatiscustomerrelationshipmanagement?Whyarec

ustomerrelationshipssoimportanttoday?ReferenceKey:CRMistheprocessofacquiring,retainingandgrowingprofitablecustomers.Itrequiresaclearfoc

usontheserviceattributesthatrepresentvaluetothecustomerandthatcreateloyalty.Thebasisofcompetitionhas

switchedfromwhosellsthemostproductsandservicestowho“owns”thecustomer,andthatcustomerrelationshipsrepresentthefirm’smostvaluablea

sset.Chapter19I.Pre-readingQuestions2.Describetheevolutionofenterpriseresourceplanningsystem.ReferenceKey:•reducesadvertisingcosts•makesiteasierto

targetspecificcustomersbyfocusingontheirneeds•makesiteasiertotracktheeffectivenessofagivencampaign•allowsorganizationstocompeteforcustomers

basedonservice,notprices•preventsoverspendingonlow-valueclientsorunderstandingonhigh-valueones•speedst

hetimeittakestodevelopandmarketaproduct(themarketingcycle)•improvesuseofthecustomerchannel,thusmaking

themostofeachcontactwithacustomerChapter19I.Pre-readingQuestions3.NamefourtypesofCustomers.Reference

Key:(1).WinBackorSave(2)Prospecting(3)Loyalty(4)Cross-Sell/Up-SellChapter19I.Pre-readingQuestions4.HowmanycapabilitiescanatypicalCRMsoftwarepr

ovide?Nameeachofthem.ReferenceKey:(1)SalesForceAutomation(SFA)(2)CustomerService(3)Marketing该句可以简写为：Somesaythat…,andthat…。句中的两个连接代词that分别引导了两个并列

的宾语从句。第一个宾语从句可以简写为：thebasisofcompetitionhasswitchedfromwho…towho…。句中的谓语动词短语：switchfrom…to…意思是“从…转换到…”。第二个宾语从句是个简单句。1.Somesay

thatthebasisofcompetitionhasswitchedfromwhosellsthemostproductsandservicestowho“owns”thecustomer,andthatcustomerrelationshipsrepres

entthefirm’smostvaluableasset.II.GrammaticalNotestotheText该句的主体结构是：Itrequiresaclearfocusontheserviceattributes

。此处的主语it指代的是Customerrelationshipmanagement。句中的两个that引导出两个限定性定语从句，修饰theserviceattributes。2.Itrequiresaclearfocusontheserviceattri

butesthatrepresentvaluetothecustomerandthatcreateloyalty.II.GrammaticalNotestotheText该句可以简写为：Thisistheprocess。其中的ofconvincin

gacustomertostaywiththeorganizationatthepoint作定语，修饰该句的表语theprocess。句中的theyarediscontinuingserviceorconvincingthemtorejoin是一个

省略了连接词的定语从句，修饰thepoint。两个动词discontinuing和convince在从句中作谓语动词。尾部的oncetheyhaveleft是一个时间状语从句，作为该定语从句的一部分。3.

Thisistheprocessofconvincingacustomertostaywiththeorganizationatthepointtheyarediscontinuingserviceorconvincingthemt

orejoinoncetheyhaveleft.II.GrammaticalNotestotheText该句的主体结构是：Leadingorganizationsoftenfiltertheirprospectsfor

contacttoexcludecustomers。句中有三个定语从句，分别由who,who,whoes等引导，修饰customers。句中的excludecustomers意思是“排除顾客，把顾客排除在外”。4.

Leadingorganizationsoftenfiltertheirprospectsforcontacttoexcludecustomerswhohavefrequentlyswitched(churners

),whohavebadcreditratingsorwhoseusageislow.II.GrammaticalNotestotheText该句包含了一个由which引导的定语从句。其中介词in被提前到which之前，这是一种常见的语

法现象。关系代词whom或which在定语从句中作介词宾语时,介词可放在后面,也可提前构成介词+关系代词whom(先行词指人)/which(先行词指物)引导定语从句(这种方法更为正式)。例如：5.Loya

ltyisthecategoryinwhichitismostdifficulttogainaccuratemeasures.II.GrammaticalNotestotheTextmoreMaryisthegirlwhomIborrowedabookfrom.=Maryist

hegirlfromwhomIborrowedabook.玛丽就是我向她借书的那个女孩。Isthistheroomthat/whichheoncelivedin?=Isthistheroominwhi

chheoncelived?这是他曾经住过的房子吗?5.Loyaltyisthecategoryinwhichitismostdifficulttogainaccuratemeasures.II.GrammaticalNotestotheT

ext这是一个比较句型，主句的主体结构是：Itisimportanttonotethat；it是形式主语。比较的部分是：basedmoreonacustomer’srevenuelevelthantailoredtotheirsegments.意思是“更多的是建立在

顾客的收入水平上，而不是他所属的群体”。6.Itisimportanttonotethatmostoftheseoffersarebasedmoreonacustomer’srevenuelevelthantailoredtotheirsegments.II.Gramm

aticalNotestotheText该句的主体结构可简写为：Salesforceautomationmoduleshelpsalesstaffincreasetheirproductivity。介词短语byf

ocusingsalesefforts作状语，表示方式。句中的those是customers的同位语，其后的who引导定语从句修饰those。7.SalesforceautomationmodulesinCRMsystemshelpsale

sstaffincreasetheirproductivitybyfocusingsaleseffortsonthemostprofitablecustomers,thosewhoaregoodcandidate

sforsalesandservices.II.GrammaticalNotestotheTextmore该句的主体结构为：Bundlingisonekindofcross-selling。句中的which引导一个定语从句修饰cross-sell

ing；定语从句中形容词短语(比较结构)lowerthanthetotalcostoftheindividualproducts修饰介词短语ataprice中的price；介词in提前到连接代词which之前，表明which在定语从句中作宾语。8.Bundlingisonekindofcross

-sellinginwhichacombinationofproductsissoldasabundleatapricelowerthanthetotalcostoftheindividualproducts.II.GrammaticalNo

testotheTextmoreappreciation[E7pri:Fi5eiFEn]n.正确评价，innovative[`InEJveitiv]adj.创新的，革新(主义retention[rI5tenFn]n.保留，保持loyalty[5lCi

Elti]n.忠诚，忠心address[E5dres]vt.向…致辞，演说convince[kEn5vins]vt.使确信，使信服discontinue[diskEn5tinju:]v.停止，中止defection[di5fekF

En]n.缺点，背信selectivity[silek5tiviti]n.选择性filter[5filtE]vt.过滤，筛选trim[trim]vt.整理，修整migrate[mai5^reit,5mai^reit]vt.使移居III.WordsBanktotheTextpartial[5pB

:FEl]adj.部分的，偏袒的disconnect[7diskE5nekt]v.拆开，分离，断开prospect[5prCspekt]vi.寻找，勘探segmentation[7se^mEn5teiFEn]n.分割concessionary[kEn5seFEnEri]adj.特

许的，让步prescore[pri:5skC:]vt.先期评估uncollectible[5QnkE5lektEbl]adj.无法收现的predictive[pri`diktiv]adj.预言性的，成为前兆churn[tFE:n]n.搅拌，搅

动，激动感情screen[skri:n]n.筛选affinity[E5finiti]n.密切关系，亲和力demographic[demE5^rAfik]adj.人口统计学的III.WordsBanktotheTextattrition[E5triFEn]n.摩擦，磨损，消耗vu

lnerable[5vQlnErEbl]adj.易受攻击的，complementary[kRmplE5mentEri]adj.补充的premium[5primjEm]n.奖赏，赠品margin[5mB:dVin]n.差数，(时间、金额

等的)富余enhance[in5hB:ns]vt.增加，加强assemble[E5sembl]v.集合，聚集forecast[5fC:ka:st]vt.预想，预测consistent[kEn5sistEnt]adj.一贯的；始终如一的bundle[5bQndl

]n.捆，束，包；v.捆扎dispatch[dis5pAtF]vt.分派，派遣chum[tFQm]n.密友，室友III.WordsBanktotheTextIV.ExercisesComprehensio

nI.FillingBlanksVocabularyII.TrueorFalseIII.MatchingTermsSummaryVII.Cloze(SummarizingtheText)VIII.TranslatingSenten

cesCollocationIV.AnsweringQuestionsV.SelectingWordsVI.ConceptualPhrasesTranslation1.CRMistheprocessofacquiring,andgrowingprof

itablecustomers.Itrequiresaclearontheserviceattributesthatrepresentvaluetothecustomerandthatcreate.2.istheefforttowinnew,fi

rst-timecustomers.3.Winbackorsaveistheprocessofconvincingacustomertostaywiththeorganizationatthepoin

ttheyare.Serviceorconvincingthemtorejoinoncetheyhaveleft.Ofthefourcategoriesofcampaigns,isthemost.1.ret

aining,focus,loyalty2.Prospecting3.discontinuing,winback,time-sensitiveIV.Exercises—ComprehensionI.Fillinthefollowingblanks.4.Throughtheuseofadvan

ced________tools,organizationscandevelopmodelsthatidentify________customers,whichcanthenbetargetedfora

________campaignorofferedalternativeproducts.5.Thefinalcomponentofasuccessfulloyalty________isthedevelop

mentofapredictive________model.4.data-mining,vulnerable,loyalty5.campaign,churnIV.Exercises—ComprehensionI.Fillinthefollowingblank

s.1.Loyaltyistheefforttowinnew,first-timecustomers.2.Up-sellingisofferingacomplementaryproducttocustomer.3.Therearefourtyp

esofcustomer.4.Cross-sellisofferinganenhancedproducttocustomer.5.Prospectingistheprocessofconvincingacustomertostaywit

htheorganizationatthepointtheyarediscontinuingserviceorconvincingthemtorejoinoncetheyhaveleft.1.F2.F3.T4.F5.FIV.Exercis

es—ComprehensionII.TrueorFalse.1.F2.F3.T4.F5.F(A)up-selling(B)CRM(C)prospecting(D)winbackIV.Exercises—ComprehensionIII.Matching

theterms.______Theprocessofacquiring,retainingandgrowingprofitablecustomers.______determinedbythecust

omer’sneeds-basedsegment,theorganizationoffersanenhancedonetothecustomer.______Theprocessofconvincingacustomertostaywiththeorgan

izationatthepointtheyarediscontinuingserviceorconvincingthemtorejoinoncetheyhaveleft.______Theefforttowinnew,first-timecustomers.1.B2.A3.D4.C1.

Describetheadvantagesofcustomerrelationshipmanagement(CRM).IV.Exercises—ComprehensionIV.Answerthefollowingquestions.•reducesadvertisingcosts•make

siteasiertotargetspecificcustomers•makesiteasiertotracktheeffectivenessofacampaign•allowsorganizationstocompeteforcustomersbasedonservice

,notprices•preventsoverspendingonlow-valueclientsorunderstandingonhigh-valueones•speedsthetimeittakestodeve

lopandmarketaproductimprovesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomer2.Canyoudescribethefourtypesofcus

tomer?IV.Exercises—ComprehensionIV.Answerthefollowingquestions.(1).WinBackorSave(2)Prospecting(3)Loyalty(4)Cross-Sell/Up-Sell3.Explainthemeani

ngof“crosssell”and“upselll”byexample.IV.Exercises—ComprehensionIV.Answerthefollowingquestions.Cross-Sell:toidentifycomplem

entaryofferingsthatacustomerwouldlike.Forinstance,abasiclong-distancecustomercouldbeacandidatetobuyInternetaccess.Up-selling:theorga

nizationoffersanenhancedone.Forexample,replacingananalogdatalinewithISDNisagoodexampleofanup-sell.V.Fillinthebl

ankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiumin

novativefiltervulnerable1.Hewasoneofthemostcreativeand________engineersofhisgeneration.innovativeV.Fillintheblankswiththewordsgivenbelow.Changet

heformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable2.I’llhaveto________t

heseweeklyvisits.discontinueV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrim

complementaryselectivityscreenpremiuminnovativefiltervulnerable3.Thesoldiersspecializedingoingoutinsmal

lgroups,tokillwithaveryhighdegreeof_.selectivityV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontin

uetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable4.Thebestpreventionforcholeraistoboilor________water,andeat

onlywell-cookedfood.filterV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetr

imcomplementaryselectivityscreenpremiuminnovativefiltervulnerable5.Grassshearsarespeciallymadeto________grassgrowinginawkwardplaces.trimV.Fil

lintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiu

minnovativefiltervulnerable6.Theairlinehadnotbeensearchingunaccompaniedbaggagebyhand,butonly________itonX-raymachin

es.screeningV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplemen

taryselectivityscreenpremiuminnovativefiltervulnerable7.Plantsthataregrowingvigorouslyarelesslikelytobe________tod

isease.vulnerableV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydisc

ontinuetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable8.Evenifcustomerswant“solutions”,mostarenotwillin

gtopaya________forthem.premiumIV.Exercises—CollocationV.Lookatthefollowingsentencetakenfromyourreadingpassage.Justthinkaboutwhatel

seyoucan“address”andfillinthesentenceswiththerightwords.e.g.CRMallowsacompanytoaddressallofthetypesofcustomersitservesatdifferentp

ointsintheirlifecycleandtochoosethemarketingprogramthatbestfitsacustomer’sattitudetowardthecompany.IV.Exe

rcises—Collocation2.Heisduetoaddressaco________onhumanrightsnextweek.nference1.Ap________shouldbeaddressedto:Thebusinessaffair

seditor.plicationIV.Exercises—Collocation4.Headdressedhisre________toEleanor,ignoringMaria.marks3.Thetwoforeignministersdidnot

addresseach________directlywhentheylastmet.otherIV.Exercises—Collocation6.Throughoutthebookwehaveaddres

sedou________totheproblemofethics.rselves5.Mr.Kingsoughttoaddressthosefe________whenhespokeatthemeeting.arsIV.Exercises—

SummaryVII.Choosethebestoneofthefouranswersgiventofillineachblank.CRMisthephilosophy,policyandcoordinatingstrategyconnectingdifferentplaye

rswithinanorganizationso1tocoordinatetheireffortsincreatinganoverallvaluableseriesofexperiences,productsandservic

esforthe2.TheobjectivesofaCRMstrategymustconsideracompany’s3situationanditscustomers'needsandexpectation

s.InformationgainedthroughCRMinitiativescansupportthedevelopmentofmarketingstrategybydevelopingtheorgani

zation’sknowledgeinareas4identifyingcustomersegments,improvingcustomerretention,improvingproductofferingsbybetterunderstandingcusto

merneeds,andbyidentifyingtheorganization’smost5customers.IV.Exercises—SummaryCRMstrategiescan6insize,complexityandscope.Somecompaniescon

sideraCRMstrategytoonlyfocusonthemanagementofa7ofsalespeople.However,otherCRMstrategiescancovercustomer8a

crosstheentireorganization.ManycommercialCRMsoftwarepackagesthatare9providefeaturesthatservesales,marketing

,10management,projectmanagementandfinance.IV.Exercises—Summary1.A.asB.thatC.orderD.well2.A.supplierB.consumerC.venderD.cu

stomer3.A.worseB.specificC.betterD.special4.A.suchasB.byC.likeD.as5.A.particularB.wealthC.profitableD.attractive6.A.varyB.variousC.rangeD.di

vide7.A.crowdB.groupC.teamD.herd8.A.expenseB.confidenceC.interactionD.thought9.A.availableB.BoughtC.soldD.

systematic10.A.eventB.incidentC.affairD.order1.A2.D3.B4.A5.C6.A7.C8.C9.A10.A1.Becausecompetitiveadvantagebasedonaninnovativenew

productorservicecanbeveryshortlived,companiesarerealizingthattheironlyenduringcompetitivestrengthmaybetheirre

lationshipswiththerecustomers.因为通过创新的新产品或者服务建立起来的竞争优势可能会很短暂，因此，商家们意识到只有与他们的顾客建立起良好的关系，才可能成为持久的竞争优势。VIII.Translate

thefollowingintoEnglish.IV.Exercises—Translation2.Besidesaffinityprograms,organizationswilloftenoffercustomizedbilling,specialhelp

linesorback-endloadedcreditsasameansofencouragingloyalty.除了亲和力计划之外，一些组织常常制定一些有针对性地商业促销计划、特别的协助产品或者提供一些后付费信用卡，用来做为鼓励顾客忠诚的一种手段。VIII.Transla

tethefollowingintoEnglish.IV.Exercises—Translation3.Itincreaseseachsalesperson’sefficiencyinreducingthecostpersaleaswellasthecosto

facquiringnewcustomersandretainingoldones.这提高了每个销售人员的效率，降低了单位销售成本，同时也降低了在赢取新顾客和留住旧客户方面的成本。VIII.TranslatethefollowingintoEnglish.IV.Exercises—Tr

anslation4.Atlevelslowerthanthisthecostfaroutweighsthepotentialincreaseingrossprofit.在低于这个比例（70%）的水平时，在总利润中，成本远远地超过了潜在的提高。VIII.Tr

anslatethefollowingintoEnglish.IV.Exercises—Translation5.Infinancialterms,whenacustomeracceptsacross-sellorup-selloffer,thatcusto

merbeginstobecomemuchmoreprofitable.从金融术语来看，一旦一位顾客接受了交叉销售或者提升销售，那么这位顾客就成为更有利可图的顾客了。EndVIII.Translatethefol

lowingintoEnglish.IV.Exercises—Translation