【正确答案】 B

【答案解析】[听力原文] 23-30
F: Hi David. Can you give us the background on your book and why you wanted to write it?
M: I've always been fascinated with the power of online content and web sites to tell an organization's story to the market. My background is with online news companies. I worked at Knight-Ridder and NewsEdge, by the way. There had been many books written on ' how to create a web site' but all were focused on either the technology aspects, or the design aspects,for instance, logos, colors and so on. I wanted to write about the content of sites-the editorial aspects.
F: For our audience, can you talk about how they can make their web site more ' action' oriented for their visitors?
M: First, it is critical to know your goals for the site and to build a site around those goals. If you want to sell a product, identify who the target market is and why they should buy it. Next, one of the most important aspects is to write for your buyers. Most sites are egotistical and they fail to deliver what buyers want. If you are selling a product, don't organize the site around 'prod uct A','product B', and so on. If people don't know your business, they won't care about your products. Instead, figure out how to organize into pages for buyers. That might be based on their problems.
F: You reveal in your book the true importance of delivering great content, are there tips for making certain that any site delivers this?
M: The best content brands your business as a leader. Don't sell too hard. Instead, show you are an organization to do business with. For example, if you run a catering business, you might be tempted to create a site about your "product" and include various menus and pricing and so on. Instead, how about offering content that helps people who might hire a caterer with their problems? For example, you might create a set of landing pages such as ' Ten tips for a great cocktail party' or 'Indoors or out—how to entertain in the summertime'. These sorts of things are great for search engine marketing and they brand your catering business as smart and someone who it would be a pleasure to do business with.
F: Your book also makes the insightful point about providing content about the way a company does business and how it sends a signal that says, ' We have nothing to hide', why is this so important today in doing business?
M: I always tell people to put as much content as possible on the site. Some organizations resist because they don't want to ' give away secrets to the competition'. Guess what? You competitors already know about your company. But your potential customers do not.
F: How does providing good and friendly content on your Web site level the playing field for small businesses in regard to larger organizations?
M: Every organization is equal on the Web. That is especially true of brands that are not famous already. If I find two surfboard dealers online and I need a surfboard, I will buy from the one that looks the best on the Web-best content, easiest to reach, and so on. I don't care if it is one person in a garage in Hawaii.
F: Finally, can you briefly cover three of the best practices from web marketers that our audience can apply?
M: 1. Know your goals 2. Build content for your buyers 3. Understand your sales consideration process and build content for people at each stage.
在采访前的介绍中，主持人提到了David的多重角色，其中包括给公司做顾问(consultant)、在会议上演讲(conference speaker)、主持研讨会(seminar leader)、出版著作以及发表文章(writer)等，做会议演讲是其中的一个方面。David曾经在四大洲的20多个国家做过演讲(He has presented at industry conferences and events in over 20 countries on four continents)，所以选项A．in North America only显然是不对的，虽然介绍中也提到了North American Review(他发表文章的杂志之一)。选项C．on the Internet也和主持人介绍的内容不符，而答案B．(on different continents)是原文的改写，是正确的选项。

【正确答案】 A

【答案解析】根据主持人在开头的介绍，“In our interview，David talks about his book and the power of online content”，我们可以知道本次采访不是关于如何面对公众演讲(选项B)或者如何主持研讨会(选项C)，而是关于网络内容在建设高效的商业网站中的作用，而且紧接着David也提到“There had been many books written on‘how to create a web site'”但是内容都有所偏颇，他因此才提出“要重内容，而不要重技术或形式”的观点。所以选项A．“网站建设”的话题范围能够涵盖这一内容，是正确的。

【正确答案】 B

【答案解析】在David第一次的发言中，他提到自己出身网络新闻公司，曾在Knight-Ridder和NewsEdge两家公司工作过，因此选项B．Knight-Ridder是正确的。根据主持人的介绍，StreamingMedia只是David发表过文章的杂志。

【正确答案】 C

【答案解析】根据David的叙述，图标和颜色(logos and colors)都是网站设计方面的例子(or the design aspects，for instance，logos，colors and So on)。

【正确答案】 B

【答案解析】这道题的题干中已经提示考生要在David的发言中寻找答案。在他的第二次发言中提到“多数的网站都是以自我为中心的，并没有提供客户所需要的内容(Most sites are egotistical and they fail to deliver what buyers want)”，接下来他举例说明这些网站的组织架构是为了方便他们自己的习惯，而不是基于客户的问题和需求。因此答案B(do not deliver what customers need)是正确的。

【正确答案】 C

【答案解析】David第二次发言的结论就是要根据客户的需求和困难来组织销售网站(figure out how to organize into pages for buyers．That might be based on their problems)，而他的第三次发言更进一步以餐饮网站为例，具体说明为客户提供帮助、解决客户的问题的内容比仅仅提供产品类别的网站要更容易让自己的品牌为人认可，从而获得更多的机会。选项A“按照产品类型来组织网站”正是被David认为是反面典型的做法，选 项B(A seller's web pages should be organised for the designers)在材料里没有直接提及，而选项C中buyers是customer/clients的另一种说法，是最贴切的。

【正确答案】 A

【答案解析】这道题的关键词是suggestion，即倡导、建议。在David的第四次发言中，他说他总是告诉大家要把尽可能多的内容放在网站上(I always tell people to put as much content as possible on the site)，因此这个做法是他所倡导的，这和选项A“在网站上提供充足的内容”相一致。而选项B“把一些内容从网站上屏蔽掉”这个说法和David的发言相矛盾，而且也没有在材料中直接提出，因此不对。选项C“为竞争对手提供一些商业情报”，David承认这种可能性，但它只是“在网站上提供尽可能多的内容”的一个附带结果，并不是David所提倡主动去实现的，因此也不对。

【正确答案】 C

【答案解析】David第五次发言中开门见山地阐明观点：在网络上，每个公司都是平等的，尤其是那些尚未知名的品牌(Every organization is equal on the Web．That is especially true of brands that are not famous already)。接着他提到了自己买冲浪板的例子：他会因为某个网站的内容最好而选择它，尽管这有可能是偏远的夏威夷小岛上的一个小仓库里仅由一个人经营的小店(I will buy from the one that looks the best on the Web-best content，easiest to reach，and So on.I don't care if it is one person in a garage in Hawaii．)