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Goto Edit > Preferences and
1. Under the Documents section, check the checkbox for "Restore last view settings while reopening documents"
2. Under the Page Display section, select the Page Layout dropdpwn as Single Page.
Great answer by Ankit_Jain, however really it's only suggestion #2 that answers the question. Suggestion #1 has other intended side effects, and I personally wouldn't want that behavior, even though I was also looking for this same solution of "fit one full page to window" by default.
Ankit_Jain is correct for documents that have already been opened, however if you want every document to open in the same way (regardless of having been opened before) it does not work. Any other solutions?
For the original question, you can go to Edit>Preferences>Page display>Default layout and zoom an in the "page layout" drop-down select "Single page".
If that doesn't work, someone could have added opening preferences at document level using Adobe Acrobat.
Seems to work on all PDFs, regardless of whether the PDF has been opened. Thanks Ankit!