英語四級(jí)基礎(chǔ)閱讀訓(xùn)練 Text 7

Text 7

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 passway 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 internet.

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 website. 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 Virtual Vineyards, Amazon.com, and other pioneers show that a website 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.

1.We learn from the beginning of the passage that Web business_______.

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

2.Speaking of the online technology available for marketing, the author implies that_______.

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

3.In the view of Net purists,_______.

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

4.We learn from the last paragraph that_______.

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

5.The best title for this article is "_______".

A.Development of Web Business　B.About Internet Commerce

C.About Push Strategy　　　　　D.About Online Transaction

長難例句分析

［長難例句］The examples of Virtual Vineyards, Amazon.com, and other pioneers show that a website selling the right kind of products with the right mix of interactivity, hospitality, and security will attract online customers.

［結(jié)構(gòu)分析］本句中，主干是“The examples...show that...”。that引導(dǎo)了一個(gè)賓語從句。在這個(gè)賓語從句中，主語是a website，謂語是will attract，賓語是online customers?，F(xiàn)在分詞短語selling the right kind of products with the right mix of interactivity，hospitality，and security作定語修飾a website。

［參考譯文］Virtual Vineyards和Amazon.com（兩個(gè)網(wǎng)站的名稱）以及另外的先行者的例子說明：如果一個(gè)網(wǎng)站銷售對(duì)路產(chǎn)品，再加上互相交流、禮貌周到、安全可靠等因素，將同樣能吸引網(wǎng)上客戶。

全文參考譯文

網(wǎng)上交易的頭一兩年中，大部分業(yè)務(wù)活動(dòng)都圍繞著開拓消費(fèi)者市場(chǎng)而進(jìn)行的。最近，隨著網(wǎng)絡(luò)被證明了不是一時(shí)的流行后，公司間才開始在網(wǎng)上交易產(chǎn)品和提供服務(wù)。公司間的這種交易方式能達(dá)成是因?yàn)樯倘艘话愣贾雷约核鶎ふ业漠a(chǎn)品。

然而，許多公司因?yàn)閼岩删W(wǎng)絡(luò)的可靠性而對(duì)使用網(wǎng)絡(luò)猶豫不決。Forrester研究中心的資深分析家Blane Erwin說：“商業(yè)伙伴雙方需要找到他們可以信賴的銷售商和供應(yīng)商之間的途徑?！庇行┕緸榱私档惋L(fēng)險(xiǎn)，只與那些被允許進(jìn)入本公司內(nèi)部網(wǎng)的固定貿(mào)易伙伴進(jìn)行在線交易。

互聯(lián)網(wǎng)商業(yè)模式的另一個(gè)重大變化與可用于營銷的技術(shù)有關(guān)。直到最近，互聯(lián)網(wǎng)上的營銷活動(dòng)注重的是“吸引”顧客到網(wǎng)站的策略?？删驮谌ツ?，軟件公司開發(fā)出了新技術(shù)，這種技術(shù)可以使公司把信息直接“推銷”給顧客——將銷售信息直接傳送給特定用戶。最突出的例子是PointCast網(wǎng)絡(luò)，該網(wǎng)絡(luò)使用一種屏幕保護(hù)系統(tǒng)，將最新的信息和廣告不斷地傳送到用戶的計(jì)算機(jī)顯示器上。用戶可以訂制他們想要的信息，然后直接進(jìn)入某公司的網(wǎng)站。像Virtual Vineyards這樣的公司已經(jīng)開始使用相似的策略將有關(guān)特價(jià)商品、產(chǎn)品推銷或其他商業(yè)活動(dòng)的信息“推”向用戶。可是，推銷策略讓很多網(wǎng)上用戶生厭。在線文化重視這樣的理念——信息應(yīng)傳送給那些提出需要的用戶。一旦商業(yè)廣告不請(qǐng)自來地充斥了電腦屏幕，網(wǎng)絡(luò)與電視就沒有區(qū)別了。這樣的前景令網(wǎng)絡(luò)凈化者感到可怕。

但是，網(wǎng)上公司即使不使用“推銷”策略也肯定能賺錢。Virtual Vineyards和Amazon.com（兩個(gè)網(wǎng)站的名稱）以及另外的先行者的例子說明：如果一個(gè)網(wǎng)站銷售對(duì)路的產(chǎn)品，再加上互相交流、禮貌周到、安全可靠等因素，將同樣能吸引網(wǎng)上客戶。計(jì)算機(jī)的運(yùn)算能力成本不斷下降，這對(duì)于任何在網(wǎng)上建立專門零售部的企業(yè)來說都是個(gè)好兆頭。只要回顧一下過去5～10年的歷史，人們或許會(huì)感到迷惑：嘗試在線服務(wù)的公司為何這么少呢？

題目答案與解析

1.我們從文章的開頭了解到，網(wǎng)上業(yè)務(wù)_________。

A.一直在努力開拓其市場(chǎng)　　　　　B.打算遵循一種奇異的風(fēng)尚

C.企圖控制市場(chǎng)，但是徒勞無功　　D.已經(jīng)蓬勃發(fā)展了大約一年的時(shí)間

【答案】A

【解析】本題可參照文章的第一段。從中可知，網(wǎng)上業(yè)務(wù)開始的第一年左右，大部分業(yè)務(wù)活動(dòng)都圍繞著開拓消費(fèi)者市場(chǎng)而進(jìn)行。據(jù)此可知，網(wǎng)上業(yè)務(wù)剛開始時(shí)，其業(yè)務(wù)活動(dòng)主要是開拓消費(fèi)者市場(chǎng)。A項(xiàng)與文中的意思相符，因此為正確答案。

2.作者談到可用于營銷的在線技術(shù)時(shí)暗示了_________。

A.這種技術(shù)受到許多網(wǎng)絡(luò)用戶的喜愛　　B.商家對(duì)在線交易的可靠性有信心

C.交易的策略發(fā)生了根本變化　　　　　D.在線技術(shù)只限于固定合作伙伴使用

【答案】C

【解析】本題可參照文章的第三段。從中可知，互聯(lián)網(wǎng)商業(yè)模式的另一個(gè)重大變化與可用于營銷的技術(shù)有關(guān)；直到最近，互聯(lián)網(wǎng)的營銷活動(dòng)注重的是“吸引”顧客到網(wǎng)站的策略；然而，過去一年，軟件公司開發(fā)出了新的技術(shù)，這種技術(shù)可以使公司把信息直接“推銷”給顧客——把銷售信息直接傳送給特定用戶；用戶可以定制他們想要的信息，然后直接進(jìn)入某公司的網(wǎng)站。據(jù)此可知，過去一年里，在線的營銷技術(shù)發(fā)生了變化。C項(xiàng)與文章的意思相符，因此為正確答案。

3.依照網(wǎng)絡(luò)凈化者的觀點(diǎn)，_________。

A.在線文化領(lǐng)域不應(yīng)該有營銷信息　　B.在網(wǎng)上賺錢應(yīng)該被賦予優(yōu)先權(quán)

C.網(wǎng)絡(luò)應(yīng)該能夠像電視那樣起作用　　D.沒有要求就不應(yīng)該提供在線商業(yè)信息

【答案】D

【解析】本題可參照文章的第三段。從中可知，在線文化高度重視這樣的理念——信息應(yīng)傳送給那些提出需要的用戶；一旦商業(yè)廣告不請(qǐng)自來地充斥電腦屏幕，那么網(wǎng)絡(luò)和電視之間就沒有區(qū)別了；這樣的前景令網(wǎng)絡(luò)凈化者們感到可怕。據(jù)此可知，網(wǎng)絡(luò)凈化者們認(rèn)為，商業(yè)促銷信息不應(yīng)該未經(jīng)許可就充斥電腦屏幕，應(yīng)該根據(jù)具體要求而提供信息。D項(xiàng)與文章的意思相符，因此為正確答案。

4.我們從最后一段了解到_________。

A.對(duì)于網(wǎng)絡(luò)商業(yè)來說，在網(wǎng)上推銷信息至關(guān)重要

B.對(duì)于在線顧客來說，互相交流、禮貌周到以及安全可靠非常重要

C.走在前頭的公司幾十年前就開始涉足在線業(yè)務(wù)

D.在網(wǎng)上建立專門零售部與電腦的成本沒有關(guān)系

【答案】B

【解析】從文章最后一段的內(nèi)容可知，網(wǎng)絡(luò)公司并不是非得使用推銷策略來賺錢不可；Virtual Vineyards, Amazon. Com以及其他網(wǎng)絡(luò)先驅(qū)的例子表明——如果一個(gè)網(wǎng)站銷售對(duì)路的產(chǎn)品，再加上互相交流、禮貌周到、安全可靠等因素，將同樣能吸引網(wǎng)上客戶；并且計(jì)算機(jī)的運(yùn)算能力成本不斷下降，這對(duì)于任何在網(wǎng)上建立專門零售部的企業(yè)來說都是一個(gè)好兆頭；只要回顧過去的5～10年的歷史，人們或許會(huì)感到迷惑——嘗試在線服務(wù)的公司為什么這么少呢？據(jù)此可知，網(wǎng)絡(luò)公司要想吸引網(wǎng)上顧客，除了使用推銷策略之外，更重要的是對(duì)路的產(chǎn)品、互相交流、禮貌周到、安全可靠等這些因素。B項(xiàng)與文中的意思相符，因此為正確答案。

5.本文最佳標(biāo)題是“________”。

A.網(wǎng)絡(luò)經(jīng)營的發(fā)展　　B.互聯(lián)網(wǎng)商業(yè)　　C.推動(dòng)戰(zhàn)略　　D.在線交易

【答案】A

【解析】本文的主要內(nèi)容是講述通過網(wǎng)絡(luò)進(jìn)行商業(yè)經(jīng)營的問題。其他標(biāo)題的覆蓋范圍都過于狹窄。