阅读训练

　　Section B

　　Passage One

　　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 businesspeople typically know what product they're looking for.

　　However, 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.

　　Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activltie8 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 customers, transmitting marketing messages directly to targeted customers. Most notably, the Point cast 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 offering, or other events. But push technology has earned the contempt of many Web users. Inline 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.

　　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 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 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.

　　52. We learn from the beginning of the text that Web businesses ______.

　　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

　　53. 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

　　54. In 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

　　55. 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 marketing

　　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

　　56. The purpose of the author in writing the text is to ______.

　　A) urge active participation in online business

　　B) elaborate on various marketing strategies

　　C) compare Web business with traditional commerce

　　D) illustrate the transition from the push to pull strategy

阅读答案及解析

　　Section B

　　52--56 ACDBA

　　Section B

　　52.细节题。由第一段第一句“In the first year or so of Web business，most of the action has revolved around efforts to tap the consumer market.”可知在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。因此正确答案为A项。

　　53.细节推断题。第三段第一句“Another major shift in the model for Internet commerce concerns the technology available for marketing.”可知网络商业的另一个重大的改变是关于市场营销的可用技术。接着作者讲到一直以来网络市场的营销活动都以如何把顾客“拉”到网站中为中心。而最近几年，软件公司已经开发出工具让公司直接把信息“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。故答案为C项。

　　54.细节推断题。由第三段倒数第二和第三句“In line 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，”可知原来网络文化所认同的是电脑屏幕上的信息都是人们所查询的。否则一旦商业广告不请自来，充斥屏幕，网络和电视就没有差别了。所以可以看出网络纯粹主义者认为商业信息不应该不请自现。因此正确答案为D项。

　　55.细节题。由最后一段第二句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。

　　56.写作目的题。纵观全文，作者首先讲到最初进行网络商业的公司努力去开拓市场，然后讲了网络营销策略的变化，以及取得成绩的公司的成功之道。文章最后两句作者提到网络营销成本不断下降，对想建立网络商业的公司是个好现象。人们现在回顾过去，也许会想五年前或者十年前致力于网络商业的公司怎么会这么少。可见作者以为网络商业在不断发展，拓展市场的方法也日渐成熟，加入这一领域的公司必将越来越多。文章有劝告人们参与网络商业之意。因此，正确答案为A项。由于作者没有详细闸释多种营销策略，排除选项B没有着重比较传统商业和网络商业，排除选项C。选项D中提到的两种营销策略的变化顺序颠倒，可排除。