单选题 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.
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 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 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.

单选题 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.

【正确答案】 A

【答案解析】该题考查的是考生对第一段内容的理解能力。A项是正确的，根据是第句话：“…most of the action has revolved around efforts to tap the consumer market．”，说的是大部分的工作都是围绕着开发消费者市场展开的。A项的意思(努力开拓市场)与原文相符，因而是正确的。B项是错误的，因为文中说：“…as the Web proved to be more than a fashion…”(网络已不仅仅是一种潮流了)，B项意思不准确，所以是错误的。C项是错误的，根据是该段的最后一句说：“Such business-to-business sales make sense…”，“make sense”说明这种商家一商家的销售模式是有效的，而C项意思与之相悖，所以是错误的。D项说网络商务只能再兴旺一、两年，显然是错误的，因为文中指出网络不仅仅是一种潮流，而具有很好的发展前景。

单选题 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.

【正确答案】 C

【答案解析】该题考查考生对已知信息的引申能力。A项是错误的，因为文中指出许多公司还在犹豫是否使用这种技术，一些公司为了减小风险而采取了限制性的做法，说明该项技术并未广泛应用。A项内容与之相反，所以是错误的。B项明显不对，因为文中已指出：“many companies still hesitate to use the Web because of doubts about its reliability”。D项也是错误的，文中只说一些公司只让特定的客户访问自己的内部网，并不是说只有特定公司才能使用这种技术，所以D是错误的。C项是正确的，文中第三段讲的就是网络商务的大变化。

单选题 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.

【正确答案】 D

【答案解析】该题考查的是考生根据文章内容进行推理的能力。题目问的是网络净化论者会持怎样的态度甲文中只有第三段的最后一句提到了“Net purists”，但是可从此前的内容中了解到：网络文化非常推崇这样的理念，即：信息只在用户需要的时候出现在屏幕上。一旦网络上的广告铺天盖地地不请自来，那么网络与电视之间几乎就没有什么差别了。这种景象是网络净化论者所不愿看到的。由此，我们可推断出D是正确否案。A之所以错误，是因为Net purists并不是反对网络上的广告，而是希望广告只在需要的时候出现。B、C正好与Net purists的意愿背道而驰，是错误的。

单选题 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.

【正确答案】 B

【答案解析】该题考查考生是否理解了最后段的内容。A项是错误的，根据是最后一段的第一句说：“But it is hardly inevitable that companies on the Web will need to resort to push strategies to make money”，说的是网上的公司并非一定要靠push strategies才能挣钱。接着，作者还举出了不用这种方法的公司的例子。由此，可见这种方式并不是网络商业的必须方式。B项是正确的，因为文中已指出：“…the right mix of interactivity, hospitality, and security will attract online customers”。文章最后一句说人们现在回首5或10年前，都很诧异为什么当时那么少的公司尝试使用网络。由此，可知C项无根据，是错误的。至于D项，文中倒数第二句谈到了相关内容，但是文中说的是，现在computing power的成本继续自由落体(下降速度快)，而并不是说已不用成本了，所以D项是错误的。

单选题 The purpose of the author in writing the text is to

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 pull to push strategy.

【正确答案】 A

【答案解析】该题考查的是考生推断作者意图的能力。在这篇短文中，作者谈到了网络交易有很好的发展势头，分析了一些公司的忧虑，介绍了一些新技术，最后，作者以一些成功的公司为例，阐明了网络交易应注重的方面，并指出网络交易的好处。总体看来，作者的意图并不是单纯的介绍网络交易的新策略，也不是把网络也传统的商业方式比较，而是向读者介绍网络交易的现状，让读者意识到其优势，尝试用网络进行商业活动。所以，A是正确的，B、C、D都是错误的。