The digital revolution, as exemplified by the Internet and electronic commerce, has shaken marketing practices to their core. In a recent paper, Wharton’s Jerry Wind, director of the SEI Center for Advanced Studies in Management, and co-author Vijay Mahajan, a marketing professor at the College of Business Administration of the University of Texas at Austin, examine the impact of digital marketing on concepts like pricing, when customers can propose their own prices (pricelin.com), or buyers and sellers can haggle independently in auctions (e-Bay.com). The paper provides an overview of some of the emerging realties and new rules of marketing in a digital world, and outlines what the new discipline of marketing may look like in the early part of the new century.
To begin with, say the authors, the rapid-fire growth of the Internet is helping to drive changes. “It is not just our computers that are being reprogrammed; it is customers themselves,” says Wind. “These emerging cyber consumers are like an alien race that have landed in the mist of our markets. They have different expectations and different relationships with companies from which they purchase products and services.”
For one thing, cyber consumers expect to be able to customize everything — from the products and services they buy and the information they seek, to the price they are willing to pay. And with digital technology opening new channels for gaining information, they are more knowledgeable and demanding than previous consumers.
Digital customers can also sort products based on any desired attribute, price, nutritional value, or functionality, and they can easily obtain third-party endorsements and evaluations, tapping the experience of other users. “Companies that cannot meet their demands and expectations will be at a loss,” says Wind.
36. The passage was most likely to be taken from ______. A. an overview of a paper B. an introduction to a book C. a book on digital revolution D. a paper discussing digital revolution
37. The paper mentioned in this passage was written by ______. A. Jerry Wind
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B. Vijay Mahajan
C. Jerry Wind and Vijay Mahajan D. an anonymous
38. From the third paragraph, we can infer that ______. A. the customers are also reprogrammed by computers
B. e-business companies need be more knowledgeable about cyber consumers C. cyber consumers are a group of strange people D. cyber consumers come from outer space
39. Compared with traditional customers, the emerging cyber consumers ______. A. are more difficult to satisfy
B. have less knowledge about business C. have more problems with prices
D. are less willing to buy products and services 40. In the last paragraph, what Wind said means ______.
A. digital consumers’ decision to buy depends largely on others’ evaluation B. it will be more and more difficult for companies to earn profit in e-business C. most of the companies in e-business are at a loss
D. companies should try their best to meet the digital consumers’ demands and expectations
非选择题部分
注意事项：
用黑色字迹的签字笔或钢笔将答案写在答题纸上，不能答在试题卷上。
四、单词汉译英（本大题共15小题，每小题1分，共15分）
根据给出的汉语词义和规定的词类写出相应的英语单词。每词的第一个字母已给出。 41. 产生；发生 v. g______ 42. 合同；契约 n. c______ 43. 立法；法规 n. l______
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44. 行政官；行政人员 n. e______ 45. 分配；分发；分布 v. d______ 46. 扣除；减除 v. d______ 47. 同义词 n. s______ 48. 分类；归类 v. c______ 49. 偶然的；随便的 adj. c______ 50. 基本上，根本上 adv. b______ 51. 无效果的 adj. i______ 52. 产生；屈服；让步 v. y______ 53. 车辆；媒介 n. v______ 54. 趋势，倾向 n. t______ 55. 使合乎规格，使标准化 v. s______
五、单词英译汉 （本大题共15小题，每小题1分，共15分）给出下列单词或术语的汉语意思。 56. URL 57. cataloger 58. data collection 59. information retrieval 60. text documents 61. eProcurement 62. buying leverage
63. “Return” and “New” customer paths 64. site traffic 65. purchase attempts 66. shipping method 67. interactive TV
68. cost-effective and efficient 69. maximum value 70. automotive industry
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六、英译汉 （本大题共5小题，每小题2分，共10分）
阅读下面的短文，然后把划线的句子翻译成汉语。
How well is your Web site meeting demand? The question may be more difficult to answer than you think. After all, sophisticated Web monitoring software can measure a sudden spike in traffic, but I won’t correlate that spike with your company’s seasonal marketing efforts. (71) Business intelligence (智能) software unifies data from a wide array of functional areas and departments to provide a holistic (完整的) understanding of the business. The result: Managers can predict future spikes in traffic based on the relative size of marketing campaigns.
The first thing to do is capture information about your Web site operations and visitors. Start with the data in your Web log file. Here you will find valuable information about Web traffic patterns, such as peak traffic times and the most accessed pages on your Web site. (72) You’ll also be able to learn what people search for once they get to your site, as well as the time it takes to find it. Don’t overlook the value of information such as the type of browser and operating system used by your site visitors —— these can affect how you choose to present your site.
(73) Once you have this data gathered, business intelligence applications let you analyze the information to help you optimize (最佳化) your Web site. The application unifies data from various sources to help you effectively mine information and understand your customers’ Web behavior.
Most important, you are able to compare information in your Web logs against information from internal and external sources. (74) Track Web hits or transactions against fluctuations (波动) in your offline (线下) sales channels, for example, or see what happens to order volumes at the beginning of a fiscal quarter (会计季度) when many departments have new budgets (预算) to work with. Business intelligence software can be a powerful ally as you seek to keep hard-won customers in the fold. Knowing your customers and understanding how they interact with your Web site is a powerful tool for optimization. (75) You can glean (收集) trends during peak traffic periods that result in server overloads (超载), or identify search criteria that consistently fail to deliver anticipated (预期的) content.
七、汉译英 （本大题共5小题，每小题2分，共10分）
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用括号内给出的词，把下列汉语句子翻译成英语。 76. 约翰创造了新的世界纪录。（set up）
77. 我有时感到区分英语和法语很困难。(distinguish from) 78. 新技术对公司的发展有重要的影响。（have an effect on） 79. 多家工厂声称他们需要有经验的工人。（experienced） 80. 他的这篇报告写得很好，只是有几个小问题。（except for）
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