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ComputerScienceinEnglishDesignedandProgrammedByJiangTongqiangMiaoTianshunTeachingAssistedCoursewareComputerSci

enceinEnglishII.GrammaticalNotestotheTextIII.WordsBanktotheTextIV.ExercisesoftheChapterI.Pre-readingQu

estionsChapter19CustomerRelationshipManagementII.GrammaticalNotestotheTextIII.WordsBanktotheTextIV.ExercisesoftheChapterI.Pre-readingQuestion

sChapter19I.Pre-readingQuestions1.Whatiscustomerrelationshipmanagement?Whyarecustomerrelationshipssoimportanttoday?2.Describethea

dvantagesofCustomerrelationshipmanagement.3.NamefourtypesofCustomers.4.HowmanycapabilitiescanatypicalCRMsoftwareprovide

?Nameeachofthem.1.Whatiscustomerrelationshipmanagement?Whyarecustomerrelationshipssoimportanttoday?ReferenceKey:CRMistheprocess

ofacquiring,retainingandgrowingprofitablecustomers.Itrequiresaclearfocusontheserviceattributesthatrepresentvaluetothecu

stomerandthatcreateloyalty.Thebasisofcompetitionhasswitchedfromwhosellsthemostproductsandservicestowho“owns”thecustomer,andthat

customerrelationshipsrepresentthefirm’smostvaluableasset.Chapter19I.Pre-readingQuestions2.Describethee

volutionofenterpriseresourceplanningsystem.ReferenceKey:•reducesadvertisingcosts•makesiteasiertotargetspecificcustomersbyfocusingontheirneeds•makesit

easiertotracktheeffectivenessofagivencampaign•allowsorganizationstocompeteforcustomersbasedonservice,notprices

•preventsoverspendingonlow-valueclientsorunderstandingonhigh-valueones•speedsthetimeittakestodevelopandmarketaproduct(themarketingcycle)•impro

vesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomerChapter19I.Pre-readingQuestions3.Namefourt

ypesofCustomers.ReferenceKey:(1).WinBackorSave(2)Prospecting(3)Loyalty(4)Cross-Sell/Up-SellChapter19I.Pre-readingQuestions4.Ho

wmanycapabilitiescanatypicalCRMsoftwareprovide?Nameeachofthem.ReferenceKey:(1)SalesForceAutomation(SFA)(2)CustomerService(3)Marketing该句可以简写为：Somes

aythat…,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.Somesaythatthebasisofcompetitionhasswitchedfromwhosellsthemostproductsandservicestowho“owns”t

hecustomer,andthatcustomerrelationshipsrepresentthefirm’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.Itrequiresacl

earfocusontheserviceattributesthatrepresentvaluetothecustomerandthatcreateloyalty.II.GrammaticalNotestotheT

ext该句可以简写为：Thisistheprocess。其中的ofconvincingacustomertostaywiththeorganizationatthepoint作定语，修饰该句的表语theprocess。句中的theyarediscontinuingserviceorconvi

ncingthemtorejoin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.Thisistheprocessofconvi

ncingacustomertostaywiththeorganizationatthepointtheyarediscontinuingserviceorconvincingthemtorejoinoncetheyhaveleft.I

I.GrammaticalNotestotheText该句的主体结构是：Leadingorganizationsoftenfiltertheirprospectsforcontacttoexcludecustomers。句中有三个定语从句，分别由w

ho,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.Leadingorganizationsoftenfiltertheirprospectsforco

ntacttoexcludecustomerswhohavefrequentlyswitched(churners),whohavebadcreditratingsorwhoseusageislow.II.GrammaticalNot

estotheText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.Loyaltyisthecategoryinwhichitismostdifficulttogainaccuratemeasures.II.GrammaticalNotestotheTextmoreMaryisthegirlwhomIbo

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

sthistheroominwhichheoncelived?这是他曾经住过的房子吗?5.Loyaltyisthecategoryinwhichitismostdifficulttogainaccuratemeasures.II.GrammaticalNotestotheText

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’srevenuelevelthantailoredtot

heirsegments.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’srevenuelevelthantailoredtoth

eirsegments.II.GrammaticalNotestotheText该句的主体结构可简写为：Salesforceautomationmoduleshelpsalesstaffincreasetheirproductivity。

介词短语byfocusingsalesefforts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.SalesforceautomationmodulesinCRMsystemshel

psalesstaffincreasetheirproductivitybyfocusingsaleseffortsonthemostprofitablecustomers,thosewhoaregoodcandidatesforsalesandservices.II.GrammaticalNot

estotheTextmore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-selling；定语从句中形容词短语(比较结构)lowerthanthetotal

costoftheindividualproducts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-selling

inwhichacombinationofproductsissoldasabundleatapricelowerthanthetotalcostoftheindividualproducts.II.GrammaticalNotestotheTextmoreappreciation[E

7pri:Fi5eiFEn]n.正确评价，innovative[`InEJveitiv]adj.创新的，革新(主义retention[rI5tenFn]n.保留，保持loyalty[5lCiElti]n.忠诚，忠心address[E5dres]vt.向…致辞，演说c

onvince[kEn5vins]vt.使确信，使信服discontinue[diskEn5tinju:]v.停止，中止defection[di5fekFEn]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[5

prCspekt]vi.寻找，勘探segmentation[7se^mEn5teiFEn]n.分割concessionary[kEn5seFEnEri]adj.特许的，让步prescore[pri:5sk

C:]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[E5triF

En]n.摩擦，磨损，消耗vulnerable[5vQlnErEbl]adj.易受攻击的，complementary[kRmplE5mentEri]adj.补充的premium[5primjEm]n.奖赏，赠品margin[5mB:d

Vin]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.Exercise

sComprehensionI.FillingBlanksVocabularyII.TrueorFalseIII.MatchingTermsSummaryVII.Cloze(SummarizingtheText)VIII.TranslatingSen

tencesCollocationIV.AnsweringQuestionsV.SelectingWordsVI.ConceptualPhrasesTranslation1.CRMistheprocessofacquiring,andgrowingprofitablecustomers.Itre

quiresaclearontheserviceattributesthatrepresentvaluetothecustomerandthatcreate.2.istheefforttowinnew,first-timecus

tomers.3.Winbackorsaveistheprocessofconvincingacustomertostaywiththeorganizationatthepointtheyare.Serviceorconvincingthemtorejoinoncetheyhavelef

t.Ofthefourcategoriesofcampaigns,isthemost.1.retaining,focus,loyalty2.Prospecting3.discontinuing,winback,time-sensitiveIV.Exercises—Comp

rehensionI.Fillinthefollowingblanks.4.Throughtheuseofadvanced________tools,organizationscandevelopmodelsthatidentify_______

_customers,whichcanthenbetargetedfora________campaignorofferedalternativeproducts.5.Thefinalcomponentofasuccessfulloyalty________isthedevelopmentofap

redictive________model.4.data-mining,vulnerable,loyalty5.campaign,churnIV.Exercises—ComprehensionI.Fillinthefollowingblanks.1.Loyalty

istheefforttowinnew,first-timecustomers.2.Up-sellingisofferingacomplementaryproducttocustomer.3.Therearefourtyp

esofcustomer.4.Cross-sellisofferinganenhancedproducttocustomer.5.Prospectingistheprocessofconvincingacustomertostaywiththeorganizationatthepoi

nttheyarediscontinuingserviceorconvincingthemtorejoinoncetheyhaveleft.1.F2.F3.T4.F5.FIV.Exercises—Compreh

ensionII.TrueorFalse.1.F2.F3.T4.F5.F(A)up-selling(B)CRM(C)prospecting(D)winbackIV.Exercises—Comprehensio

nIII.Matchingtheterms.______Theprocessofacquiring,retainingandgrowingprofitablecustomers.______determinedbythecustomer’sneeds-ba

sedsegment,theorganizationoffersanenhancedonetothecustomer.______Theprocessofconvincingacustomertostaywiththeorganizationatthepoint

theyarediscontinuingserviceorconvincingthemtorejoinoncetheyhaveleft.______Theefforttowinnew,first-timecustomers.1.B2.A3.D4.C1.Descr

ibetheadvantagesofcustomerrelationshipmanagement(CRM).IV.Exercises—ComprehensionIV.Answerthefollowingquestions.•reducesadvertising

costs•makesiteasiertotargetspecificcustomers•makesiteasiertotracktheeffectivenessofacampaign•allowsorganizationstocompeteforcust

omersbasedonservice,notprices•preventsoverspendingonlow-valueclientsorunderstandingonhigh-valueones•speedsthetime

ittakestodevelopandmarketaproductimprovesuseofthecustomerchannel,thusmakingthemostofeachcontactwithacustomer2.Cany

oudescribethefourtypesofcustomer?IV.Exercises—ComprehensionIV.Answerthefollowingquestions.(1).WinBac

korSave(2)Prospecting(3)Loyalty(4)Cross-Sell/Up-Sell3.Explainthemeaningof“crosssell”and“upselll”byexample.IV.Exerc

ises—ComprehensionIV.Answerthefollowingquestions.Cross-Sell:toidentifycomplementaryofferingsthatacustomerwouldlike.Forinstance,abasiclong-dist

ancecustomercouldbeacandidatetobuyInternetaccess.Up-selling:theorganizationoffersanenhancedone.Forexample,replacingananalogdataline

withISDNisagoodexampleofanup-sell.V.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV

.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable1.Hewasoneofthemostcreativeand________engine

ersofhisgeneration.innovativeV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Ex

ercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable2.I’llhaveto________theseweeklyvisits.discon

tinueV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscr

eenpremiuminnovativefiltervulnerable3.Thesoldiersspecializedingoingoutinsmallgroups,tokillwithaveryhighdegre

eof_.selectivityV.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontin

uetrimcomplementaryselectivityscreenpremiuminnovativefiltervulnerable4.Thebestpreventionforcholeraistob

oilor________water,andeatonlywell-cookedfood.filterV.Fillintheblankswiththewordsgivenbelow.Changethe

formwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovati

vefiltervulnerable5.Grassshearsarespeciallymadeto________grassgrowinginawkwardplaces.trimV.Fillintheblankswiththewordsgivenbelow.Changetheformwher

enecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovativefiltervulner

able6.Theairlinehadnotbeensearchingunaccompaniedbaggagebyhand,butonly________itonX-raymachines.screeningV.Fillintheblankswitht

hewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivityscreenpremiuminnovativefilt

ervulnerable7.Plantsthataregrowingvigorouslyarelesslikelytobe________todisease.vulnerableV.Fillintheblanks

withthewordsgivenbelow.Changetheformwherenecessary.IV.Exercises—Vocabularydiscontinuetrimcomplementaryselectivitys

creenpremiuminnovativefiltervulnerable8.Evenifcustomerswant“solutions”,mostarenotwillingtopaya________forthem.premiumIV.Exercises

—CollocationV.Lookatthefollowingsentencetakenfromyourreadingpassage.Justthinkaboutwhatelseyoucan“address”andfillinthesentenceswiththerightwo

rds.e.g.CRMallowsacompanytoaddressallofthetypesofcustomersitservesatdifferentpointsintheirlifecycleandtochoosethemarketingprogramthatbestfit

sacustomer’sattitudetowardthecompany.IV.Exercises—Collocation2.Heisduetoaddressaco________onhumanrightsnextweek.nference1.Ap_______

_shouldbeaddressedto:Thebusinessaffairseditor.plicationIV.Exercises—Collocation4.Headdressedhisre________toEleanor,ignoringMaria.marks

3.Thetwoforeignministersdidnotaddresseach________directlywhentheylastmet.otherIV.Exercises—Collocation6.Throughoutthebookwehaveaddressedou________

totheproblemofethics.rselves5.Mr.Kingsoughttoaddressthosefe________whenhespokeatthemeeting.arsIV.Exercises—SummaryVII.Choosethebestoneofthefour

answersgiventofillineachblank.CRMisthephilosophy,policyandcoordinatingstrategyconnectingdifferentplayerswithinanorganizationso1tocoor

dinatetheireffortsincreatinganoverallvaluableseriesofexperiences,productsandservicesforthe2.TheobjectivesofaCRMstrate

gymustconsideracompany’s3situationanditscustomers'needsandexpectations.InformationgainedthroughCRMinitiati

vescansupportthedevelopmentofmarketingstrategybydevelopingtheorganization’sknowledgeinareas4identifyingcustomersegments,improvingcus

tomerretention,improvingproductofferingsbybetterunderstandingcustomerneeds,andbyidentifyingtheorganization’smost5customers.IV

.Exercises—SummaryCRMstrategiescan6insize,complexityandscope.SomecompaniesconsideraCRMstrategytoonlyfocusonth

emanagementofa7ofsalespeople.However,otherCRMstrategiescancovercustomer8acrosstheentireorganization.ManycommercialCRMsof

twarepackagesthatare9providefeaturesthatservesales,marketing,10management,projectmanagementandfinance.IV.Ex

ercises—Summary1.A.asB.thatC.orderD.well2.A.supplierB.consumerC.venderD.customer3.A.worseB.specificC.betterD.special4.A.suchasB.byC.li

keD.as5.A.particularB.wealthC.profitableD.attractive6.A.varyB.variousC.rangeD.divide7.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.Becausecompetitiveadvantage

basedonaninnovativenewproductorservicecanbeveryshortlived,companiesarerealizingthattheironlyenduringcompetitivestrengthmaybetheirrelationshipswi

ththerecustomers.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.TranslatethefollowingintoEngli

sh.IV.Exercises—Translation2.Besidesaffinityprograms,organizationswilloftenoffercustomizedbilling,specialhelpl

inesorback-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.TranslatethefollowingintoEnglish.IV.Exercises—Translation3.Itincreaseseachsalesperson’sefficiencyinreducingthec

ostpersaleaswellasthecostofacquiringnewcustomersandretainingoldones.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—Translation4.Atlevelslowerthanthisthecostfaroutweighsthepotentialincreaseingros

sprofit.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.TranslatethefollowingintoEnglish.IV.Exercises—Transl

ation5.Infinancialterms,whenacustomeracceptsacross-sellorup-selloffer,thatcustomerbeginstobecomemuchmoreprofitable.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.TranslatethefollowingintoEnglish.IV.Exercises—Translation