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1999年全国硕士研究生入学考试英语试题
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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 subscriberscomputer 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 [].
（本题分值：2分）
「正确答案」
A
[注释]这是一道细节题。由原文第一句话推知：WEB BUSINESS在尽力的扩大它的市场。[D]选项有迷惑性，仔细研究第二句话可排除。
[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 [].
（本题分值：2分）
「正确答案」
C
[注释]这是一道综合推断题。原文LINE 9“ANOTHER MAJOR SHIFT……”LINE 11“HOWEVER”揭示“战略从‘吸引顾客’转到了‘把信息推向顾客’”。
[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，[].
（本题分值：2分）
「正确答案」
D
[注释]这是一道细节题，问网络纯净主义者对“网上强推”持何态度。第三段最后三句话。将“THAT'S A PROSPECT THAT HORRIFIES NET PURISTS”前面的观点取反可知答案为[D]。
[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 [].
（本题分值：2分）
「正确答案」
B
[注释]这是一道细节题。从最后一段所举的例子可推断知答案。“THE EXAMPLE OF …… SHOW THAT……WILL ATTRACT ONLINE CUSTOMERS.”译文解读大约在网上交易的第一年中，大部分业务活动都是围绕着努力开拓消费者市场而进行的。最近，随着网络被证明不是一时的时髦后，公司间才开始在网上交易产品和提供服务。公司间的这种交易方式能行得通是因为商人一般都知道自己所需要的产品。这是一篇议论文。
第一段指出商务活动主要是围绕着努力开拓消费者市场。然而，许多公司由于怀疑网络的可靠性仍对网络的使用犹豫不决。FORRESTER研究中心的资深分析家BLANE ERWIN说，“交易双方需要认识到他们可以信赖销售商和供应商之间的途径。”有些公司只向固定交易伙伴提供公司内部的局域网接点，它们通过这种在线交易方式来达到降低风险的目的。第二段指出许多公司仍对网络的可靠性表示怀疑。网络商业模式的另一个重大变化是营销策略的变化。直到最近，互联网上的销售活动主要是把用户“吸引”到自己的网站上来。然而，就在去年，软件公司开发出了新的技术，能让公司直接向用户“推销”信息——将销售信息直接传送给特定的用户。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。用户可以定制想要的信息，然后直接进入某个公司的网站。像VIRTUALVINEYARDS这样的公司已经开始使用类似的策略将有关特价商品、产品推销或其他活动的信息“推”向用户。但是，推销策略遭到许多网上用户的鄙视。网上文化珍视这样一个概念，即信息应传送给那些提出需求的用户。一旦商业广告不请自来地充斥了电脑屏幕，网络与电视就没多大差别了。这样的前景令网络净化者感到不安。第三段指出网络商务模式发生的重大变化是营销策略从拉顾客进入网站转到直接推营销信息到目标消费者，但许多网民反感这种硬塞方式。但是，网上公司完全可以避免使用“推销”策略来赚钱。VIRTUALVINEYARDS和AMAZON.COM（两个网站的名称）以及其他开拓者的例子表明：销售对路产品的网站，加上相互合作、礼貌周到、安全可靠这几方面恰到好处地结合起来，将同样能吸引网上
