In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. More recently, as the Web proved to be more than a fashion, companies have started to buy and sell products and services with one another. Such business-to-business sales make sense because business people typically know what product they’re looking for.
Nonetheless, many companies still hesitate to use the Web because of doubts about its reliability. “Businesses need to feel they can trust the pathway between them and the supplier,” says senior analyst Blane Erwin of Forrester Research. Some companies are limiting the risk by conducting online transactions only with established business partners who are given access to the company’s private intranet.
Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activities have focused on strategies to “pull” customers into sites. In the past year, however, software companies have developed tools that allow companies to “push” information directly out to consumers, transmitting marketing messages directly to targeted customers. Most notably, the Pointcast Network uses a screen saver to deliver a continually updated stream of news and advertisements to subscribers’ computer monitors. Subscribers can customize the information they want to receive and proceed directly to a company’s Web site. Companies such as Virtual Vineyards are already starting to use similar technologies to push messages to customers about special sales, product offerings, or other events. But push technology has earned the contempt of many Web users. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request. Once commercial promotion begins to fill the screen uninvited, the distinction between the Web and television fades. That’s a prospect that horrifies Net purists.
But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money. The examples of Vineyards, Amazon.com, and other pioneers show that a Web site selling the right kind of products with the right mix of interactivity, hospitality, and security will attract online customers. And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop in silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.
41. We learn from the beginning of the passage that Web business ______.
42. Speaking of the online technology available for marketing, the author implies that ______.
43. In the view of Net purists, ______.
44. What is the author’s attitude towards transmitting marketing messages directly to targeted customers?
45. We learn from the last paragraph that ______.
问题1选项
A.has been striving to expand its market
B.intended to follow a fanciful fashion
C.tried but in vain to control the market
D.has been booming for one year or so
问题2选项
A.the technology is popular with many Web users
B.businesses have faith in the reliability of online transactions
C.there is a radical change in strategy
D.it is accessible limitedly to established partners
问题3选项
A.there should be no marketing messages in online culture
B.money making should be given priority to on the Web
C.the Web should be able to function as the television set
D.there should be no online commercial information without requests
问题4选项
A.He doesn’t think much of it.
B.He thinks it’s a good strategy.
C.He thinks it works but is a nuisance.
D.He thinks it will arouse negative actions.
问题5选项
A.pushing information on the Web is essential to Internet commerce
B.interactivity, hospitality and security are important to online customers
C.leading companies began to take the online plunge decades ago
D.setting up shops in silicon is independent of the cost of computing power
第1题:A
第2题:C
第3题:D
第4题:C
第5题:B
第1题:
41.【选项释义】
41. We learn from the beginning of the passage that Web business ______. 41. 我们从这篇文章的开头了解到,网络商业______。
A. has been striving to expand its market A. 一直在努力扩大它的市场
B. intended to follow a fanciful fashion B. 打算遵循一种奇特的时尚
C. tried but in vain to control the market C. 试图控制市场,但没有成功
D. has been booming for one year or so D. 已经繁荣了一年左右
【考查点】事实细节题。
【解题思路】定位第一段第一句“在网络商业的第一年左右,大部分的行动都围绕着开发消费者市场的努力(revolved around efforts to tap the consumer market)”,可知,网络商业第一年左右的时期里,大多数的努力都是围绕着打开市场而展开的。因此,该题选择A项正确。
【干扰项排除】
B选项定位第一段第二句“随着网络被证明不仅仅是一种时尚……”,可知“打算遵循一种奇特的时尚”与原文无关,无中生有;
C选项“试图控制市场,但没有成功”没有提到,无中生有;
D选项“已经繁荣了一年左右”在文中只是提到它第一年做的一些事情,并不是繁荣了一年,属于曲解原文。
第2题:
42.【选项释义】
42. Speaking of the online technology available for marketing, the author implies that ______. 42. 谈到可用的在线营销技术,作者暗示______。
A. the technology is popular with many Web users A. 这项技术受到许多网络用户的欢迎
B. businesses have faith in the reliability of online transactions B. 企业对网上交易的可靠性有信心
C. there is a radical change in strategy C. 策略上发生了根本性变化
D. it is accessible limitedly to established partners D. 它仅限于已建立的合作伙伴
【考查点】推理判断题。
【解题思路】根据第三段第一句“互联网商务模式的另一个重大转变是关于市场营销的可用技术”可知,这一段谈到了可用的在线营销技术,接着作者在后面两句讲到“一直以来,网络营销活动都集中在将顾客‘拉’进网站的策略上。但是,在最近几年,软件公司已经开发出工具,使得公司可以直接将信息‘推’到目标客户面前”;由此可见,市场营销技术在策略上发生了根本性的变化。因此,该题选择C项正确。
【干扰项排除】
A选项“这项技术受到许多网络用户的欢迎”根据第三段倒数第四句“但这项推送技术遭到了许多网络用户的蔑视”,可知该项与原文相反,属于反向干扰;
B选项“企业对网上交易的可靠性有信心”和D选项“它仅限于已建立的合作伙伴”没提及,无中生有。
第3题:
43.【选项释义】
43. In the view of Net purists, ______. 43. 在网络纯粹主义者看来,______。
A. there should be no marketing messages in online culture A. 网络文化中不应该有营销信息
B. money making should be given priority to on the Web B. 在网络上赚钱应该被优先考虑
C. the Web should be able to function as the television set C. 网络应该具有电视机的功能
D. there should be no online commercial information without requests D. 没有请求就不应该有在线商业信息
【考查点】推理判断题。
【解题思路】根据关键信息Net purists定位至第三段倒数第二和第三句“网络文化非常看重这样一种观念,即信息是通过特定的要求才会出现在屏幕上的。一旦商业推广开始不请自来地充斥屏幕,网络和电视之间的区别就消失了。”,从中可以看出网络纯粹主义者认为商业信息不应该不请自来,D选项“没有请求就不应该有在线商业信息”符合这一分析。故该题选择D项。
【干扰项排除】
A选项“网络文化中不应该有营销信息”表述与原文不符,网络文化认为商业信息要通过网络用户的特定要求才能出现,该项曲解原文;
B选项“在网络上赚钱应该被优先考虑”没提及,无中生有;
C选项“网络应该具有电视机的功能”表述错误,文中是说如果商业推广不请自来,那么这就和电视没有区别,因为电视通常都会推送广告,该项曲解原文。
第4题:
44.【选项释义】
44. What is the author’s attitude towards transmitting marketing messages directly to targeted customers? 44. 对于将营销信息直接传递给目标客户,作者持什么态度?
A. He doesn’t think much of it. A. 他不以为意。
B. He thinks it’s a good strategy. B. 他认为这是一个很好的策略。
C. He thinks it works but is a nuisance. C. 他认为它有用,但很讨厌。
D. He thinks it will arouse negative actions. D. 他认为这会引发负面行为。
【考查点】观点态度题。
【解题思路】首先定位文章第二段,对将营销信息直接传递给目标客户在该段有描述,根据第四和第五句“最值得注意的是(Most notably),PCN网络使用屏幕保护程序向订阅者的电脑显示器发送不断更新的新闻和广告。订阅者可以定制他们想要接收的信息,然后直接进入公司的网站。”,从most notably可以看出,作者认为这项技术是有用的。根据倒数第四句“但这项推送技术遭到了许多网络用户的蔑视(earned the contempt of many Web users)”,由but转折可知,这项技术不怎么受到网络用户欢迎。综合理解可知,作者对于将营销信息直接传递给目标客户的态度是,他认为这项技术是有用的,但是令人讨厌。故该题选择C项。
【干扰项排除】
A选项“他不以为意”表述不准确,作者对其有思考,并不是不重视,曲解原文;
B选项“他认为这是一个很好的策略”和D选项“他认为这会引发负面行为”总结不全面,以偏概全。
第5题:
45.【选项释义】
45. We learn from the last paragraph that ______. 45. 我们从最后一段中得知______。
A. pushing information on the Web is essential to Internet commerce A. 在网上发布信息对因特网商务来说是必不可少的
B. interactivity, hospitality and security are important to online customers B. 交互性、热情性和安全性对在线客户来说很重要
C. leading companies began to take the online plunge decades ago C. 几十年前,领先的公司就开始涉足网络业务
D. setting up shops in silicon is independent of the cost of computing power D. 在计算机网络建立业务与计算能力的成本无关
【考查点】事实细节题。
【解题思路】首先定位最后一段,根据最后一段第二句“像虚拟葡萄园和亚马逊这样的先驱网站表明,一个将交互性、热情性和安全性合理结合(with the right mix of interactivity, hospitality, and security)以销售同类商品的网址是可以吸引网上客户注意的”,综合理解可知,网络销售获得成功的一些公司都使用了恰当的产品,加上适当的互动、热情和安全,由此来吸引顾客的。因此,正确答案为B项。
【干扰项排除】
A选项“在网上发布信息对因特网商务来说是必不可少的”和C选项“几十年前,领先的公司就开始涉足网络业务”在该段没提到,无中生有;
D选项“在计算机网络建立业务与计算能力的成本无关”定位倒数第二句“计算能力的成本继续自由落体下降,这对任何在计算机网络建立业务的企业来说都是一个好迹象”,可知计算能力的成本与在计算机网络建立业务有直接关系,所以该项曲解原文。