1、Computer Science in EnglishDesigned and Programmed ByJiang TongqiangMiao TianshunTeaching Assisted CoursewareComputer Science in EnglishII.Grammatical Notes to the Text III.Words Bank to the TextIV.Exercises of the ChapterI.Pre-reading QuestionsChapter 19 Customer Relationship ManagementII.Grammatic
2、al Notes to the Text III.Words Bank to the TextIV.Exercises of the ChapterI.Pre-reading QuestionsChapter 19I.Pre-reading Questions1.What is customer relationship management?Why are customer relationships so important today?2.Describe the advantages of Customer relationship management.3.Name four typ
3、es of Customers.4.How many capabilities can a typical CRM software provide?Name each of them.1.What is customer relationship management?Why are customer relationships so important today?Reference Key:CRM is the process of acquiring,retaining and growing profitable customers.It requires a clear focus
4、 on the service attributes that represent value to the customer and that create loyalty.The basis of competition has switched from who sells the most products and services to who“owns”the customer,and that customer relationships represent the firms most valuable asset.Chapter 19I.Pre-reading Questio
5、ns2.Describe the evolution of enterprise resource planning system.Reference Key:reduces advertising costsmakes it easier to target specific customers by focusing on their needsmakes it easier to track the effectiveness of a given campaignallows organizations to compete for customers based on service
6、,not pricesprevents overspending on low-value clients or understanding on high-value onesspeeds the time it takes to develop and market a product(the marketing cycle)improves use of the customer channel,thus making the most of each contact with a customerChapter 19I.Pre-reading Questions3.Name four
7、types of Customers.Reference Key:(1).Win Back or Save(2)Prospecting(3)Loyalty(4)Cross-Sell/Up-SellChapter 19I.Pre-reading Questions4.How many capabilities can a typical CRM software provide?Name each of them.Reference Key:(1)Sales Force Automation(SFA)(2)Customer Service(3)Marketing该句可以简写为：Some say
8、that,and that。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：the basis of competition has switched from who to who。句中的谓语动词短语：switch from to 意思是“从转换到”。第二个宾语从句是个简单句。1.Some say that the basis of competition has switched from who sells the most products and services to who“owns”the c u s t o m e r,a n d t h a
9、 t c u s t o m e r relationships represent the firms most valuable asset.II.Grammatical Notes to the Text该句的主体结构是：It requires a clear focus on the service attributes。此 处 的 主 语 i t 指 代 的 是 C u s t o m e r relationship management。句中的两个that引 导 出 两 个 限 定 性 定 语 从 句，修 饰 t h e service attributes。2.It requi
10、res a clear focus on the service attributes that represent value to the customer and that create loyalty.II.Grammatical Notes to the Text该句可以简写为：This is the process。其中的of convincing a customer to stay with the organization at the point作定语，修饰该句的表语the process。句中的they are discontinuing service or convi
11、ncing them to rejoin是一个省略了连接词的定语从句，修饰the point。两个动词discontinuing 和convince 在从句中作谓语动词。尾部的once they have left 是一个时间状语从句，作为该定语从句的一部分。3.This is the process of convincing a customer to stay with the organization at the point they are discontinuing service or convincing them to rejoin once they have left.
12、II.Grammatical Notes to the Text该句的主体结构是：Leading organizations often filter their prospects for contact to exclude customers。句中有三个定语从句，分别由who,who,whoes等引导，修饰customers。句中的exclude customers 意思是“排除顾客，把顾客排除在外”。4.Leading organizations often filter their prospects for contact to exclude customers who have
13、 frequently switched(churners),who have bad credit ratings or whose usage is low.II.Grammatical Notes to the Text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 w h o m (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.Loyalty is the category i
14、n which it is most difficult to gain accurate measures.II.Grammatical Notes to the TextmoreMary is the girl whom I borrowed a book from.=Mary is the girl from whom I borrowed a book.玛丽就是我向她借书的那个女孩。Is this the room that/which he once lived in?=Is this the room in which he once lived?这是他曾经住过的房子吗?5.Loy
15、alty is the category in which it is most difficult to gain accurate measures.II.Grammatical Notes to the Text这是一个比较句型，主句的主体结构是：It is important to note that；it 是形式主语。比较的部分是：based more on a customers revenue level than tailored to their segments.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.It is important to note
16、 that most of these offers are based more on a customers revenue level than tailored to their segments.II.Grammatical Notes to the Text该句的主体结构可简写为：Sales force automation modules help sales staff increase their productivity。介词短语by focusing sales efforts 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t
17、hose。7.Sales force automation modules in CRM systems help sales staff increase their productivity by focusing sales efforts on the most profitable customers,those who are good candidates for sales and services.II.Grammatical Notes to the Textmore该句的主体结构为：Bundling is one kind of cross-selling。句中的whic
18、h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)lower than the total cost of the individual products修饰介词短语at a price 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.Bundling is one kind of cross-selling in which a combination of products is sold as a bundle at a price lower than the total cost of the individ
19、ual products.II.Grammatical Notes to the Textmoreappreciation E7pri:Fi5eiFEn n.正确评价，欣赏正确评价，欣赏innovative InEJveitiv adj.创新的，革新创新的，革新(主义主义)的的retention rI5tenFn n.保留，保持保留，保持loyalty 5lCiElti n.忠诚，忠心忠诚，忠心address E5dres vt.向向致辞，演说致辞，演说convince kEn5vins vt.使确信，使信服使确信，使信服discontinue diskEn5tinju:v.停止，中止停止，中
20、止defection di5fekFEn n.缺点，背信缺点，背信selectivity silek5tiviti n.选择性选择性filter 5filtE vt.过滤，筛选过滤，筛选trim trim vt.整理，修整整理，修整migrate mai5reit,5maireit vt.使移居，使移植使移居，使移植partial 5pB:FEl adj.部分的，偏袒的部分的，偏袒的disconnect 7diskE5nekt v.拆开，分离，断开拆开，分离，断开prospect 5prCspekt vi.寻找，勘探寻找，勘探segmentation 7 semEn5teiFEn n.分割分割
21、concessionary kEn5seFEnEri adj.特许的，让步的特许的，让步的prescore pri:5skC:vt.先期评估先期评估uncollectible 5QnkE5lektEbl adj.无法收现的无法收现的predictive pridiktiv adj.预言性的，成为前兆的预言性的，成为前兆的churn tFE:n n.搅拌，搅动，激动感情搅拌，搅动，激动感情screen skri:n n.筛选筛选affinity E5finiti n.密切关系，亲和力密切关系，亲和力demographic demE5rAfik adj.人口统计学的人口统计学的attrition
22、E5triFEn n.摩擦，磨损，消耗摩擦，磨损，消耗vulnerable 5vQlnErEbl adj.易受攻击的，易受攻击的，complementary kRmplE5mentEri adj.补充的，补足的补充的，补足的premium 5primjEm n.奖赏，赠品奖赏，赠品margin 5mB:dVin n.差数，差数，(时间、金额等的时间、金额等的)富余富余enhance in5hB:ns vt.增加，加强增加，加强assemble E5sembl v.集合，聚集集合，聚集forecast 5fC:ka:st vt.预想，预测预想，预测consistent kEn5sistEnt a
23、dj.一贯的；始终如一的一贯的；始终如一的bundle 5bQndl n.捆，束，包；捆，束，包；v.捆扎捆扎dispatch dis5pAtF vt.分派，派遣分派，派遣chum tFQm n.密友，室友密友，室友IV.ExercisesComprehensionI.Filling BlanksVocabularyII.True or FalseIII.Matching TermsSummaryVII.Cloze(Summarizing the Text)VIII.Translating SentencesCollocationIV.Answering QuestionsV.Selectin
24、g WordsVI.Conceptual PhrasesTranslationI.Fill in the following blanks.I.Fill in the following blanks.II.True or False.III.Matching the terms.IV.Answer the following questions.IV.Answer the following questions.IV.Answer the following questions.V.Fill in the blanks with the words given below.Change th
25、e form where necessary.discontinue trim complementary selectivity screen premium innovative filter vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.discontinue trim complementary selectivity screen premium innovative filter vulnerable V.Fill in the blanks wi
26、th the words given below.Change the form where necessary.discontinue trim complementary selectivity screen premium innovative filter vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.discontinue trim complementary selectivity screen premium innovative filter
27、vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.discontinue trim complementary selectivity screen premium innovative filter vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.discontinue trim complementary selectivity
28、 screen premium innovative filter vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.discontinue trim complementary selectivity screen premium innovative filter vulnerable V.Fill in the blanks with the words given below.Change the form where necessary.disconti
29、nue trim complementary selectivity screen premium innovative filter vulnerable V.Look at the following sentence taken from your reading passage.Just think about what else you can“address”and fill in the sentences with the right words.e.g.CRM allows a company to address all of the types of customers
30、it serves at different points in their life cycle and to choose the marketing program that best fits a customers attitude toward the company.2.He is due to address a co_ on human rights next week.nference 1.Ap _ should be addressed to:The business affairs editor.plication4.He addressed his re _ to E
31、leanor,ignoring Maria.marks 3.The two foreign ministers did not address each _ directly when they last met.other6.Throughout the book we have addressed ou_ to the problem of ethics.rselves5.Mr.King sought to address those fe_ when he spoke at the meeting.arsVII.Choose the best one of the four answer
32、s given to fill in each blank.CRM is the philosophy,policy and coordinating strategy connecting different players within an organization so 1 to coordinate their efforts in creating an overall valuable series of experiences,products and services for the 2 .The objectives of a CRM strategy must consi
33、der a companys 3 situation and its customers needs and expectations.Information gained through CRM initiatives can support the development of marketing strategy by developing the organizations knowledge in areas 4 identifying customer segments,improving customer retention,improving product offerings
34、 by better understanding customer needs,and by identifying the organizations most 5 customers.CRM strategies can 6 in size,complexity and scope.Some companies consider a CRM strategy to only focus on the management of a 7 of salespeople.However,other CRM strategies can cover customer 8 across the en
35、tire organization.Many commercial CRM software packages that are 9 provide features that serve sales,marketing,10 management,project management and finance.1.A.asB.thatC.orderD.well2.A.supplier B.consumerC.vender D.customer3.A.worseB.specific C.betterD.special4.A.such asB.byC.like D.as 5.A.particula
36、rB.wealth C.profitable D.attractive6.A.vary B.various C.rangeD.divide 7.A.crowdB.groupC.team D.herd 8.A.expenseB.confidence C.interaction D.thought9.A.availableB.BoughtC.soldD.systematic 10.A.event B.incidentC.affair D.order1.A2.D3.B4.A5.C6.A7.C8.C9.A10.A1.Because competitive advantage based on an i
37、nnovative new product or service can be very short lived,companies are realizing that their only enduring competitive strength may be their relationships with there customers.VIII.Translate the following into English.2.Besides affinity programs,organizations will often offer customized billing,speci
38、al help lines or back-end loaded credits as a means of encouraging loyalty.VIII.Translate the following into English.3.It increases each salespersons efficiency in reducing the cost per sale as well as the cost of acquiring new customers and retaining old ones.VIII.Translate the following into Engli
39、sh.4.At levels lower than this the cost far outweighs the potential increase in gross profit.VIII.Translate the following into English.5.In financial terms,when a customer accepts a cross-sell or up-sell offer,that customer begins to become much more profitable.EndVIII.Translate the following into English.
