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本文背景知识：
网络营销策略(Web business strategy)是企业根据自身所在市场中所处地位不同而采取的一些网络营销组合。本文作者在评价现有的网络营销策略的基础之上提出自己观点：“找对产品，并将互动性、热情服务和安全性相结合”才是理想的网络营销策略。
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 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 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
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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
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 57. 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 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
长难句记忆任务
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1. 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.
2. Another major shift in the model for Internet commerce concerns the technology available for marketing.
3. 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.
4. Online culture thinks highly of the notion that the information flowing onto the screen comes there by specific request.
5. 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.
词汇记忆任务
1. or so 大约，左右 2. web business 网络商务
3. revolve around （以……为中心）环绕， 围绕 4. tap （自某物/某人处）引出或获取某物；开掘，发掘 5. prove to be 最终证明是 6. more than 不仅仅是
7. business to business 企业对企业销售 8. make sense 行得通， 有意义 9. look for 寻找，寻求 10. nonetheless 然而， 不过 11. reliability 可靠度，可靠性
12. hesitate 踌躇，犹豫；有疑虑，不愿意 13. pathway 路径，方式
14. senior (做某工作)年资较深的，地位较高的
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15. analyst 分析者，分析家
16. transaction交易；事务；办理←trans+act+-ion 17. established 确定的，已制定的 18. business partner 商业伙伴
19. intranet 内部互联网←intra内部的+net 20. concern 关系到, 涉及 21. marketing business 销售信息 22. targeted customer 目标消费者 23. deliver …to…传递给 24. updated 更新的 25. subscriber 订购者 订户 26. computer monitor 计算机显示器 27. customize 定制 28. special sale 特卖
29. product offering 产品供应 产品促销 30. contempt 轻视，蔑视 31. think highly of 高度评价 32.commercial promotion 商业促销 33. fade 逐渐消失 34. horrify 使害怕
35. Net purist 网络纯粹主义者 36. inevitable 不可避免的 37. resort to 求助于 38. the mix of …的组合
39. free fall 自由下落 （比喻持续下降）
40. take the plunge 采取大胆果断地措施（强调经一番考虑后）
参考译文
网上商务刚刚开始的大约一年间，大部分业务活动都是围绕着努力开发消费者市场来进行的。最近，网络经证明不仅是一种时尚而已，公司之间便开始（在网上）交易产品和服务。这类公司之间的销售很有道理，因为商人通常都知道他们需要什么产品。
不过，由于怀疑网络的可靠性，许多公司仍对网络的使用犹豫不决。Forrester研究所的资深分析家布兰·欧文说，“商家需要认识到他们可以信赖销售商和供应商之间的这种途径。
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”有些公司为了降低风险，只与那些已经固定的贸易伙伴进行在线贸易，给予这些伙伴进入本公司局域网的权利。
网络商业模式的另一个重大变化体现在可用于营销技术的变化上。直到最近，互联网上的营销活动还集中在如何将用户“拉进”网站的策略问题上。然而，在去年，软件公司开发出新的技术，这些技术使得公司可以将信息直接“推出”给消费者，直接把营销信息传送给目标用户。最突出的例子是Pointcast网络，该网络使用一种屏幕保护系统，将大量最新的信息和广告不断地传送到用户的计算机显示器上。用户可以定制自己想要接受的信息，然后直接进入某个公司的网址。像Virtual Vineyards这样的公司业已开始采用类似的技术将有关特价商品、产品推销或其他活动的信息“推”向用户。但这种“推”销技术遭到许多网上用户的鄙视。网上文化推崇这样一个概念，即流动到屏幕上的信息应是在专门的请求之后才出现的。一旦商业促销不请自来地充斥电脑屏幕，那么网络和电视就没多大差别了。这种前景让网络净化者感到不安。
网上公司并不是非得依靠“推销”策略方能挣钱。像Virtual Vineyards和Amazon.com及其他开拓者的例子说明：一个销售适类商品的网站，如果将双向互动、热情服务、安全性能合理结合，肯定会吸引网上用户的。计算能力的成本持续自由下降，这对任何建立了网上销售的企业来说都是个好的征兆。回顾过去的5到10年的历史，人们很可能会感到奇怪：尝试网上销售的公司为何如此之少呢？
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