考研英語閱讀理解命題思路透析和真題揭秘(40)

　　1999年Passage 2

　　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.

　　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 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 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 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 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.

　　55. 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

　　[答案] A

　　[解題思路]

　　本題的對應信息為文章第一段，實際上其對應信息正是開篇第一句話"In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market"(在網上交易剛開始的一兩年中，大部分業(yè)務活動都是圍繞著努力開發(fā)消費者市場來進行的)，可見只有A選項符合答案。B選項的錯誤在于第二句也提到網絡是"more than a fashion"(不僅僅是一種時尚)，因此B選項并不符合原文。C選項表述過于悲觀和絕對，在原文中也沒有對應信息。D選項與第一句話的意思相左，原文并沒有提到web business已經進入繁榮期，相反它還處于初始階段。

　　[題目譯文]

　　我們從文中了解到，網上業(yè)務 。

　　[A] 一直在努力開拓市場

　　[B] 打算追趕花哨的時尚

　　[C] 試圖控制市場卻遭到了失敗

　　[D] 已經繁榮發(fā)展了差不多一年時間

　　56. 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

　　[答案] C

　　[解題思路]

　　文章中首先提到"the online technology available for marketing"的地方是第三段的第一句話"Another major shift in the model for Internet commerce concerns the technology available for marketing"(網絡商業(yè)模式的另一個重大變化體現在營銷策略上)。該句提到的"shift"就是進一步描述從pull到push的變化。因此C選項符合原文，其中change 對應于shift。

　　[題目譯文]

　　談到現在已可以用于營銷的網上技術，作者暗示 。

　　[A] 該技術已經在網上用戶中廣泛使用

　　[B] 業(yè)界對于網上交易可靠性的信心增強

　　[C] 戰(zhàn)略中發(fā)生了很大的改變

　　[D] 該技術只對數量有限的已經建立關系的商業(yè)伙伴使用

　　58. 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

　　[答案] B

　　[解題思路]

　　本題可將選項與原文一一比較。首先，最后一段的第一句指出"But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money"(然而，網上公司并不是非得依靠"推銷"策略才能掙錢)，這說明pushing information不是最好的策略，因此A選項錯誤。C選項的表述顯然錯誤，因為網上交易是近幾年才興起的事情。D選項對應于該段第三句話"And the cost of computing power continues to free fall, which is a good sign for any enterprise setting up shop in silicon"(隨著計算能力的成本持續(xù)大幅度下降，這對任何建立了網上銷售的企業(yè)來說都是個好的征兆)，顯然D選項與原文意思相反，因為cost of computing 與setting up a shop in silicon是有因果關系的。而C選項對應于該段第二句"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"(像"虛擬葡萄園"和亞馬遜網站及其他開拓者的例子都表明：只要網站銷售的產品對路，同時又能將交互性、熱情服務、安全可靠性等幾個方面合理結合，就一定會吸引網上的客戶)，因此是正確選項。

　　[題目譯文]

　　我們可以從最后一段了解到 。

　　[A] 把信息推倒網上對于互聯網商業(yè)來說是必不可少的

　　[B] 相互影響、熱情和安全性對于網上用戶來說是非常重要的

　　[C] 有影響力的公司在幾十年前就應該當機立斷地開始往上業(yè)務

　　[D] 建立網上商店與計算機產品的成本無關