阅读试题

Passage 31
High street shops use a variety of means to attract shoppers, such as striking window displays, huge red “Sale” signs and special promotions. Online retailers also _1_ similar techniques to tempt people to their websites and to make a purchase. “In the Internet _2_ years, online retailers competed on price, but today you just pay the same price online as offline. Any difference is made up by the delivery charge, says Gavin George, a partner at Itim Group, a consultancy.
Today’s online retailers are using e-mail marketing, personalized technology, smart search engines and _3_ in an effort to increase traffic and sales. Some online retailers are using _4_ e-mail services to encourage customers to visit their sites. The travel and leisure retailer Lastminute, for example, sends more than 2 million emails to customers every week. The content of the email is _5_ to fit the recipient’s age, lifestyle and other factors.
Carl Lyons, head of marketing at Lastminute.com UK, says:“E-mail is a different medium with its own culture, so you have to know how to use it _6_ if it’s going to be effective. What you’re trying to do is to _7_ lookers into bookers.”
MyPoints is an _8_ scheme for online shoppers, which gives them points for reading e-mails,visiting sites and making purchases. The acquired points can be _9_ for a variety of goods and services. In the US, there are more than 10 million MyPoints registered users. The service is free to join and subscribers complete an online _10_ that produces 400 data points about them.
A) incentive B) tailored C) diplomatic D) profile
E) properly F) embarked G) boom H) targeted
I) indicative J) deploy K) recommendation L) convert
M) multimedia N) invariably O) redeemed

解题思路

Passage 31
解题思路
1.[J]此处需填人谓语动词，由主语retailers可知是动词原形。上文提到，商业街上的商店利用各种手段吸引顾客。此句also表明网络零售商也使用此类方法，故填入的动词应与第1句中的use语义类似，deploy“利用”符合句意。
2.[G]此处需填入修饰years的词，可能是形容词、分词或名词。根据空格后所说“网络上零售商大打价格战”,可知这种事情可能发生在互联网发达的年份。boom“繁荣,迅速发展”与years搭配，表示“繁荣的年份”,符合语境。
3.[M]此处需填人名词，与 e-mail marketing, personalized technology 和 smart search engines 并列，这是网络零售商用来提来流量和销量的方式。 multimedia“多媒体”符合上下文语境。
4.[H]此处需填人修饰e-mail services的词。下文举了 Lastminute.com的例子,说他们每周向顾客发送200多万封电子邮件，邮件的内容符合接收者的年龄、生活方式等。由此可知网络零售商采用锁定特定目标群体的策略，故targeted“被定为目标的”符合句意。
5.[B] is... to表明此处需填人形容词或分词。根据句意“邮件内容……以适合收件人的年龄、生活方式”，可知邮件的内容是有针对性地,故tailored“根据特定需要制作、修改或调整”，符合句意。
6.[E]此处需填入修饰use的副词。本句意为：电子邮件是一种完全不同的媒介，有自己的文化，因此如果要达到预期效果,你得知道如何......使用它。properly“正确地”符合语境，与effective呼应。
7.[L]空格前的不定式标志词to表明此处需填人动词原形，且能与into搭配。Convert“转变”符合要求，convert lookers into bookers表示“把商品浏览者变成订购者”。
8.[A]此处需填人修饰scheme的词，an表明是元音开头。根据下文“购物者只要阅读电子邮件、访问网站、购买商品，就可以得到一定的积分”,可知Mypoints是一项对网上购物者的奖励方案，故incentive“刺激的，鼓励的”正确。
9.[O]空格前的be表明此处需填入分词或形容词。根据句意“所得积分可以……各种商品和服务”，故redeemed“兑换”正确。
10.[D]空格前的an表明此处需填人可数名词单数形式。本句句意为“用户在网上填写一份……就可以得到400(资料)分”，profile“简介,概况”符合上下文语义。