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　　In the first year or so of Web business, most of the action has revolved around efforts to Lap 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 chat 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 offering, 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. Thar'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 m silicon. People looking back 5 or 10 years from now may well wonder why so few companies took the online plunge.

　　1.What do we learn about the present Web business?

　　A) Web business is no longer in fashion.

　　B) Business-to-business sales are the trend.

　　C) Web business is prosperous in the consumer market.

　　D) Many companies still lack confidence in Web business.

　　2.Established business partners are preferred in Web business because____________.

　　A) they are more creditable than others

　　B) they specify the products they want

　　C) they have access to the company's private intranet

　　D) they are capable of conducting online transactions

　　3.Pointcast Network is most probably_______________.

　　A) a company that develops the latest push software

　　B) a tool that promotes a company's online marketing

　　C) the firs! company that used an online push software

　　D) the most popular software that helps a company push

　　4.Net purists arc most worried that_________________.

　　A) only the requested information comes to the screen

　　B) the Net is filled with commercial promotion

　　C) the difference between the Web and TV will fade

　　D) push technology will dominate the screen of the computers

　　5.What does the author intend to express by mentioning Amazon.com'?

　　A) Its success is attributed to push strategies.

　　B) It is prosperous without push strategies.

　　C) It is highly concerned about the cost of computing power.

　　D) It is a good example of the flourishing online business.

　　答案：

　　1.对于目前的网络商务我们知道什么?

　　A)网络商务不再时兴。

　　B)企业对企业电子商务是潮流。

　　C)网络商务在消费市场正兴旺。

　　D)许多公司对网络商务依然缺少自信。

　　[D]第2段开头的Nonetheless表明该句与首段提到的内容有转折关系，而D与该句内容相同，为本题答案。

　　2.在网络商务中已建立关系的商业伙伴是优先的，因为____________。

　　A)他们比其他人更可信

　　B)他们能详细说明自己想要的产品

　　C)他们拥有进入公司专用内部网的权利

　　D)他们能够进行网上交易

　　[A]由第2段最后一句可知公司这样做的原因是为“控制风险”，而再由上文中的reliability，trust等词可看出风险问题是源于“信誉”问题，只有A与该段所说的核心意思相符，故选A。

　　3.Pointcast Network最可能是_____________。

　　A)研发最新推销软件的公司

　　B)促进公司网上营销的工具

　　C)第一家使用网上推销软件的公司

　　D)帮助公司进行推销的最流行软件

　　[A]第3段第4句开头的Most notably表明该句提及的Pointcast Network是说明上一句观点的例子，由此可见，Pointcast Network应为一家开发软件的公司，因此A为本题答案。

　　4.网络纯粹主义者最担心______________。

　　A)只有被需求的信息显示在屏幕上

　　B)网络中满是商业促销

　　C)网络和电视的区别会淡化

　　D)网上推销技术将掌控屏幕

　　[D]第3段末句开头的That's a prospect表明前面提到的内容就是使网络净化者觉得担忧的问题，上文说网络广告不应像电视那样不请自来，由此可见，网络净化者最担心的是以后电脑屏幕会被不请自来的广告占据，因此D为本题答案。

　　5.关于亚马逊我们能推断出什么?

　　A)其成功源于网上推销策略。

　　B)它没有采用推销策略，仍很繁荣。

　　C)它对计算能力的花费高度关注。

　　D)它是繁荣的网络商务的一个很好的例子。

　　[B]末段首句中的hardly inevitable(不是不可避免)表明有些公司不使用“推销”策略也可取得成功，第2句以Amazon.com为例说明这个观点，由此可见,B正确而A错误。

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