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  3. In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. More recentl

In the first year or so of Web business, most of the action has revolved around efforts to tap the consumer market. More recentl

admin2010-08-21  21
问题     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.
    However, 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.
    Another major shift in the model for Internet commerce concerns the technology available for marketing. Until recently, Internet marketing activltie8 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 customers, transmitting marketing messages directly to targeted customers. Most notably, the Point cast 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. Inline 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.
    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 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.  
The purpose of the author in writing the text is to ______.
选项 A、urge active participation in online business
B、elaborate on various marketing strategies
C、compare Web business with traditional commerce
D、illustrate the transition from the push to pull strategy
答案A
解析 写作目的题。纵观全文，作者首先讲到最初进行网络商业的公司努力去开拓市场，然后讲了网络营销策略的变化，以及取得成绩的公司的成功之道。文章最后两句作者提到网络营销成本不断下降，对想建立网络商业的公司是个好现象。人们现在回顾过去，也许会想五年前或者十年前致力于网络商业的公司怎么会这么少。可见作者以为网络商业在不断发展，拓展市场的方法也日渐成熟，加入这一领域的公司必将越来越多。文章有劝告人们参与网络商业之意。因此，正确答案为A项。由于作者没有详细闸释多种营销策略，排除选项B没有着重比较传统商业和网络商业，排除选项C。选项D中提到的两种营销策略的变化顺序颠倒，可排除。
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