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 customers, 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 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.

二、      译文

    在互连网经济的第一年头，大多数的行动还不只是围绕着开发消费者市场开展的。最近，随着人们逐渐证明网络并不仅仅是一种时尚，公司之间开始互相购买产品和服务。因为商人大都知道他们需要什麽样的产品，所以这种B-to-B的销售模式是行得通的。

不过，由于怀疑网络的可靠性，许多公司仍然对网络的使用犹豫不决。福里斯特研究所的资深分析家布兰.欧文说，“商家需要认识到他们可以信赖销售商和供应商之间的这种途径。”为了降低风险，有些公司只向固定的交易伙伴开放公司内部的局域网，进行在线交易。

网络经济模式的另一个主要的变化是销售技术的进步。以前，网上销售主要是集中于把顾客“拉”进某个站点里。而最近几年里，软件公司研发出了能让公司把信息直接“推”到顾客面前的工具，使市场信息能够直接到达既定顾客群。其中最有名的有Pointcast网络公司，他们使用一种屏幕保护程序，不断将最新的信息和广告传递到订阅者的电脑上。订阅者可以订制希望接受的信息，并直接进入公司的网站。像Virtual Vineyards这样的公司已经开始使用类似的技术，把促销、产品推广和其他活动的信息直接推向顾客。但是这种推销手段受到很多互连网用户的轻视。因为网上文化非常看重这样一个理念，那就是电脑屏幕上出现的信息应该是受邀而来的。一旦商业促销任意充斥屏幕，网络和电视就没有什麽区别了。这对网络的进化论者是可怕的事情。

然而网络公司不使用“推”的策略也能挣钱。Virtual Vineyards 和Amazon.com 以及其他开拓者的例子表明：销售对路的产品，加上互动、礼貌、安全等特点，将同样会吸引网上用户。计算机硬件成本持续大幅下降，这对任何建立了网上营销店的企业来说都是好的征兆。回顾过去的五到十年，人们很可能感到奇怪：尝试网上销售的公司为何如此少呢？

三、      考研核心词汇

revolve  / ri5vClv /    v.  1(使)旋转2考虑

[例] Their troubles revolve around money management.

他们的麻烦围绕着金钱管理

[同义] circle， go around， turn

[派生] revolving   / ri5vClviN /  v.   旋转    adj.   旋转的

      revolver  / ri5vClvE /   n.  连发左轮手枪，旋转者，旋转式装置

pathway   / 5pB:Wwei /  n.   路, 径

[例] There is a specific signal pathway that is not working in the absence of gravity. 有一种信号通道在失去重力的时候是无效的。

senior   / 5si:njE /    adj.  1年长的, 资格较老的2地位较高的, 高级的

[例] She is senior to everyone else in the company.

她在公司里的地位比其他人都高。

[同义] elder ，older

[反义] junior   / 5dVu:njE /  n.  1年少者, 晚辈, 下级, (年龄、职位等)较低者2大学三年级学生    adj.  年少的, 下级的, 后进的

[派生] seniority  / si:ni5Criti /  n.   资历

analyst   / 5AnElist /   n. 分析家, 分解者

[例] a chemical analyst    化学分析家

[派生] analytic   / 7AnE5litik /    adj.   分析的, 解析的

analyse   / 5AnElaiz /   vt.   分析, 分解   n. 分析

transaction / trAn5zAkFEn /  n. 办理, 处理, 会报, 学报, 交易, 事务, 处理事务

[例] All transactions, from banking to shopping, will be performed electronically.

所有的活动,从跑银行到买东西,都可通过电脑来完成。

[派生] transactor  / trAn`zAktE(r),-`sAk-,trB:n- /   n.  处理者, 办理人

      transact  / trAn5zAkt, -5sAkt /   v.  办理, 交易, 谈判, 处理

intranet  / IntrE5net /    企业内部互联网

[例] Internet and intranet are both very important for a company .

    互连网与企业内部的网络对一个公司来说都很重要。

target  / 5tB:^it /   n.  目标, 对象, 靶子  vt.  瞄准; 把...作为目标[对象]  为...定指标

[例]  Steel production was targeted for 60,000 tons last year.

钢产量去年指标定为六万吨。

[同义] aim,  end , goal , mark , object,  point

notably   / 5nEJtbElI /   adv.  显著地, 特别地

[例] Notably , he explained the phenomena in a wider view .

    更为特殊的是，他从更广阔的角度解释了这个现象。

[派生] notable  / 5nEutEbl /   adj.   值得注意的, 显著的, 著名的

update  / Qp5deit /  v. 1使现代化2修正, 校正, 更新   n.  现代化, 更新

[例] update a textbook     更新课本

[派生] updated   / Qp5deitid /  adj.  1最新的, 现代化的2适时的, 校正的

subscriber  / sQbs5kraibE /    n.  1订户, 签署者2捐献者

[例] a telephone subscriber    电话用户

[派生] subscribe  / sEb5skraib /   v.  捐款, 订阅, 签署(文件), 赞成, 预订

     subscription  / sQb5skripFEn /   n.  捐献, 订金, 订阅, 签署, 同意,

[医]下标处方

monitor  / 5mCnitE /  n.  班长, 监听器, 监视器, 监控器  vt.  监控   v. 监控

[例] Jimmy has been made dinner money monitor.

吉米被选为班上收餐费的班长。

[同义] adviser ，announcer， assistant ，clerk， counselor ，helper

[派生] monitoring   / 5mCnitEriN / n.  监视，控制，监测, 追踪

customize   / kQstEmaIz /   v.   [计] 定制, 用户化

[例] customize a van     定做一辆大马车

[派生]  custom  / 5kQstEm /  n. 1习惯, 风俗, <动词单用>海关, (封建制度下)定期服劳役2缴纳租税, 自定义, <偶用作>关税   v.  1定制2承接定做活的

contempt  / kEn5tempt /   n.  轻视, 轻蔑, 耻辱, 不尊敬, [律]藐视法庭(或国会)

[例] He refused to answer in contempt of the rules of the court.

他藐视法院规章， 拒绝回答。

[同义]  scorn

[反义]  esteem  / is5ti:m /  vt.  把...看作, 尊敬, 尊重, 认为   n. 尊敬, 尊重

[派生] contemptuous  / kEn5temptjuEs /  adj.   轻蔑的, 侮辱的

contemptible   / kEn5temptEbl /   adj.   可鄙的

prospect   / 5prCspekt /   n.   景色, 前景, 前途, 期望   vi.  寻找, 勘探

[例] There's not much prospect of Mr. Smith's being elected as Congressman.

史密斯先生被选为议员的希望不大。

[同义] expectation ,  landscape , view

[反义] retrospect   / 5retrEuspekt /   n.  回顾

[派生] prospective  / prEs5pektiv /  adj.   预期的

horrify    / 5hCrifai /   v.   使恐怖, 使极度厌恶, 惊骇

[例] I was horrified by the news.   我被这个消息震惊了。

[派生] horrific  / hC5rifik /  adj.  令人毛骨悚然的, 可怕的, 恐怖的

horrified  / `hCrIfaId /    adj.  惊悸的, 带有恐怖感的, 惊骇的

purist   / 5pjJErIst /   n.   纯化论者

[例] To some extent , he is a purist . 在一定意义上说他是个纯粹主义者。

[派生] purism  / 5pjuErizEm /    n.  纯粹主义(指在语言,艺术等方面过于严格遵守传统规范), 纯粹派(法国20世纪初的一个艺术流派)

resort   / ri5zC:t /    vi.  求助, 诉诸, 采取(某种手段等), 常去   n.  凭借, 手段, 常去之地, 胜地

[例] I'm sorry you have resorted to deception.

我很遗憾你竟用欺骗手段。

[同义] go frequent , employ,  exercise

[固定搭配] have resort to force 诉诸武力；in the last resort 作为最后的手段；

resort to 使用(手段); 诉诸(法律)

四、      强化练习

1. I am contacting you for an urgent assistance to mobilize a business ________ and further to have explicit investment information about your country from you.

A. conscience      B. convention    C. transaction      D. controversy

2. The return module landed one kilometer away from _______, and six kilometers from the Shenzhou V landing site, Xinhua said.

A. satellite        B. target          C. consensus     D. pit

3. Newspapers and periodicals keep me _______ on current affairs.

A. updated        B. forget         C.  remind      D. connecet

4. Blockbuster expects to hit 2 million ________ next year, while Netflix will hit 3.5 million by the end of this year.

A. players        B. enemy        C.  circles       D. subscribers

5. The gadget(小玩意) would ______ the user's walking style and check it against the saved information.

A. adapt        B. adjust         C.  monitor       D. regard

6. The demand is about 500 million tons. In the west nations, the products are used mainly through import. So the market _______ is excellent.

A. depression    B. prospect        C. thrive       D. retrospect

7. Tourists tanning in the United Arab Emirates will also be able to ski and snowboard as if in the Alps when a huge indoor ski _______ opens in December.

A. resort          B. reservoir     C. dam         D. practice

8. Crude oil dipped below $60 a barrel and gasoline _____ to the lowest since July 1 as Hurricane Wilma became less of a threat to oil fields in the Gulf of Mexico.

A. precluded      B. prescribed    C. peeped       D. plunged

9. _________ expected an increase of 56 billion cubic feet, according to the median of 21 estimates in a Bloomberg survey.

A. Reference     B. Analysts      C. Refinement    D. Refugees

10. A federal judge has held a Time magazine reporter in ______ of court for refusing to testify in an investigation

A. concise        B. contempt    C. speculate     D. heap

答案：CBADC  BADBB