Increasingly, online marketing is no longer just an option. It is a necessity.（)

ingly popular education alternative.

A.stir up

B.consent to

C.switch on

D.cater to

A.

网络营销愈来愈不再只是个选择。它是种必然。

B.

网络营销不仅是个选择。它是必然的选择。

C.网络营销不仅是日益的选择。它是必然的需要。

changes to the way a company might carry out a marketing strategy. About ten years ago, we shopped only at local stores in the market place using cash. Now a new world has been opened up to people around the globe through the World Wide Web. We are able to browse the fanciest shops in the world from home, “virtually” that is. The technology of secure transactions on the Web has greatly improved and the rush to buy from online shops has demonstrated a growing consumer acceptance of online marketing. Increasingly, online marketing is no longer just an option. It is a necessity. Online marketing is an electronically-based industry. In short, it refers to the conducting of business through the Internet. It is a way of buying and selling goods and services, and negotiating trade through digital communications. ？ Online marketing allows businesses to reach a wider market while cutting costs, saving time and eliminating tons of paperwork. Most online retailers ask the customers to pay with a credit card. Regular buyers are issued electronic or digital signatures which are protected by passwords, enabling them to transact business securely via Internet. Online marketing is still in its early stages, as problems such as how to deal with credit card fraud on the Internet still have to be dealt with. But its future looks rosy. With the development of computer technology, e-commerce will inevitably become a “must” in our everyday lives. There is no doubt e-commerce has come of age.

1. __________ changed the way a company might carry out a marketing strategy over the past 10 years.()

A. The Internet

B. Local stores

C. The consumers

2. What does “virtually” mean in Paragraph One？()

A. In reality.

B. By means of a computer.

C. Safely.

3. Which of the following advantages of online marketing is not mentioned？()

A. Reach a wider market while cutting costs

B. Save time and eliminate paperwork

C. Increasing trust between traders and buyers.

4. What problems are still outstanding in online shopping？()

A. Cutting costs.

B. Credit card fraud on the Internet.

C. Eliminating paperwork.

5. Which is the author’s attitude towards online shopping？()

A. Our shopping was only done at local stores on the high street, using cash.

B. Online marketing refers to the conducting of business through the Internet.

C. Undoubtedly the era of e-commerce has arrived.

But that very anonymity is also behind the explosion of cyber-crime that has (1) across the Web.

Can privacy be preserved (2) bringing safety and security to a world that seems increasingly (3) ？

Last month, Howard Schmidt, the nation's cyber-czar, offered the federal government a (4) to make the Web a safer place a "voluntary trusted identity" system that would be the high-tech (5) of a physical key, a fingerprint and a photo ID card, all rolled (6) one. The system might use a smart identity card, or a digital credential (7) to a specific computer, and would authenticate users at a range of online services.

The idea is to (8) a federation of private online identity systems. User could (9) which system to join, and only registered users whose identities have been authenticated could navigate those systems. The approach contrasts with one that would require an Internet driver's license (10) by the government.

Google and Microsoft are among companies that already have these "single sign-on" systems that make it possible for users to (11) just once but use many different services.

(12) , the approach would create a "walled garden" cyberspace, with safe "neighborhoods" and bright "streetlights" to establish a sense of a (13) community.

Mr. Schmidt described it as a "voluntary ecosystem" in which "individuals and organizations can complete online transactions with (14) ,trusting the identities of each other and the identities of the infrastructrue (15) which the transaction runs".

Still, the administration's plan has (16) privacy rights activists. Some applaud the approach; others are concerned. It seems clear that such a scheme is an initiative push toward what would (17) be a compulsory Internet "drive's license" mentality.

The plan has also been greeted with (18) by some computer security experts, who worry that the "voluntary ecosystem" envisioned by Mr. Schmidt would still leave much of the Internet (19) . They argue that all Internet users should be (20) to register and identify themselves, in the same way that drivers must be licensed to drive on public roads.

(1)

A．swept

B．skipped

C．walked

D．ridden

Passage 4

America’s most popular newspaper website today announced that the era of free online journalism is drawing to a close. The New York Times has become the biggest publisher yet to set out plans for a paywall around its digital offering, _1_ the accepted practice that internet users will not pay for news. Struggling with an evaporation of advertising and a downward drift in street corner sales, The New York Times intends to introduce a “metered” model at the beginning of 2011. Readers will be required to pay when they have _2_ a set number of its online articles per month. The decision puts the 159-year-old newspaper on the charging side of an _3_ wide chasm (鸿沟）in the media industry. But others, including the Guardian, have said they will not _4_ internet readers. The New York Times&39;s publisher, Arthur Sulzberger, _5_ that the move is a gamble. Boasting a print _6_ of 995,000 on weekdays and 1.4 million on Sundays, The New York Times is the third bestselling American newspaper, behind the Wall Street Journal and USA Today. While most US papers focus on a single city, The New York Times is among the few that can claim _7_ scope—as well as 16 bureaus in the New York area, it has 11 offices around the US and maintains 26 bureaus elsewhere in the world. But like many in the publishing industry, the paper is in the grip of a _8_ financial crisis. Its parent company, the New York Times Company, has 15 papers, but _9_ a loss of $70 million in the nine months to September and recently accepted a $250 million _10_ from a Mexican billionaire， Carlos Slim, to strengthen its balance sheet.

A) national

B) interactively

C) circulation

D) loan

E) crude

F) exceeded

G) charge

H) ascend

I) abandoning

J) suffered

K) serious

L) deducting

M) increasingly

N) evaluation

O) acknowledged

第1空答案是：

rtners, Alan and Bob. The

sports retailing business in the UK has undergone a major change over the past ten years. First of all the supply side

has been transformed by the emergence of a few global manufacturers of the core sports products, such as training

shoes and football shirts. This consolidation has made them increasingly unwilling to provide good service to the

independent sportswear retailers too small to buy in sufficiently large quantities. These independent retailers can stock

popular global brands, but have to order using the Internet and have no opportunity to meet the manufacturer’s sales

representatives. Secondly, UK’s sportswear retailing has undergone significant structural change with the rapid growth

of a small number of national retail chains with the buying power to offset the power of the global manufacturers.

These retail chains stock a limited range of high volume branded products and charge low prices the independent

retailer cannot hope to match.

Good Sports has survived by becoming a specialist niche retailer catering for less popular sports such as cricket,

hockey and rugby. They are able to offer the specialist advice and stock the goods that their customers want.

Increasingly since 2000 Good Sports has become aware of the growing impact of e-business in general and e-retailing

in particular. They employed a specialist website designer and created an online purchasing facility for their

customers. The results were less than impressive, with the Internet search engines not picking up the company

website. The seasonal nature of Good Sports’ business, together with the variations in sizes and colours needed to

meet an individual customer’s needs, meant that the sales volumes were insufficient to justify the costs of running

the site.

Bob, however, is convinced that developing an e-business strategy suited to the needs of the independent sports

retailer such as Good Sports will be key to business survival. He has been encouraged by the growing interest of

customers in other countries to the service and product range they offer. He is also aware of the need to integrate an

e-business strategy with their current marketing, which to date has been limited to the sponsorship of local sports

teams and advertisements taken in specialist sports magazines. Above all, he wants to avoid head-on competition

with the national retailers and their emphasis on popular branded sportswear sold at retail prices that are below the

cost price at which Good Sports can buy the goods.

Required:

(a) Provide the partners with a short report on the advantages and disadvantages to Good Sports of developing

an e-business strategy and the processes most likely to be affected by such a strategy. (12 marks)

s to put their names on trains and buses. But over the past decade, graffiti has all but disappeared from Britain's cities. Between 2007 and 2012 the number of incidents of graffiti recorded by the British Transport Police fell by 63%. A survey by the Environment Ministry shows that fewer places are blighted by tags than ever. Graffiti are increasingly confined to sanctioned walls, such as the Stockwell ball courts. In time the practice may die out entirely.

The most obvious reason for the decline in tagging and train-painting is better policing. Numerous CCTV cameras mean it is harder to get away with painting illegally. And punishments are more severe. A generational shift is apparent, too. Fewer teenagers are getting into painting walls. They prefer to play with iPads and video games. Some have gone to art school and want to make money from their paintings. The Internet means that painters can win far more attention by posting pictures online than they can by breaking into a railway yard.

Taggers and graffiti artists mostly grew up in the 1980s and 1990s. Those men—and almost all are men—are now older and less willing to take risks. Graffiti may eventually disappear. But for now the hobby is almost respectable. The former graffiti artists paint abandoned warehouses at the weekend. It has become something to do on a Sunday afternoon—a slightly healthier alternative to sitting and watching football.

1.Teenagers are not afraid of being caught by security guards when they put their names on trains and buses.{T; F}

2.Less tags can be found in public places nowadays.{T; F}

3.Because of better policing graffiti decreases.{T; F}

4.Some teenagers go to art school in order to learn to paint walls.{T; F}

5.Taggers and graffiti artists are still willing to take risks.{T; F}

ce of Strategic Services in the World War II and later laid the roots for the CIA was fascinated with information. Donovan believed in using whatever tools came to hand in the "great game" of espionage—spying as a "profession". These days the Net, which has already re-made pastimes as buying books and sending mail, is reshaping Donovan's vocation as well.

The last revolution isn't simply a matter of gentlemen reading other gentlemen's e-mail. That kind of electronic spying has been going on for decades. In the past three or four years, the World Wide Web has given birth to a whole industry of point-and-click spying. The technical talents call it "open source intelligence", and as the Net grows, it is becoming increasingly influential. In 1995 the CIA held a contest to see who could compile the most data about Burundi. The winner, by a large margin, was a tiny Virginia company called Open-Source Solutions, whose clear advantage was its mastery of the electronic world.

Among the firms making the biggest splash in the new world is Straitford Inc., a private intelligence-analysis firm based in Austin, Texas. Straitford makes money by selling the results of spying (covering nations from Chile to Russia) to corporations like energy-services firm McDermott International. Many of its predictions are available online at www. straitford, com.

Straitford president George Friedman says he sees the online world as a kind of mutually reinforcing tool for both information collection and distribution, a spymaster's dream. Last week his firm was busy vacuuming up data bits from the far comers of the world and predicting a crisis in Ukraine. "As soon as that report nms, we'll suddenly get 500 new Internet sign-ups from Ukraine," says Friedman, a former political science professor. "And we'll hear back from some of them." Open-source spying does have its risks, of course, since it can be difficult to tell good information from bad. That's where Straitford earns its keep.

Friedman relies on a lean staff in Austin. Several of his staff members have military-intelligence backgrounds. He sees the firm's outsider status as the key to its success. Straitford's briefs don't sound like the usual Washington back-and-forthing, whereby agencies avoid dramatic declarations on the chance they might be wrong. Straitford, says Friedman, takes pride in its independent voice.

The emergence of the Net has ______.

A．received support from fans like Donovan

B．remolded the intelligence services

C．restored many common pastimes

D．revived spying as a profession

anitizer.A woman stood in her kitchen, spraying the empty space in front of her as though using Mace against an imaginary assailant.She appeared very determined.Where others are satisfied with antibacterial-laced sponges, dish soaps, hand sanitizers and telephone wipes, here was a woman who sought to sterilize the air itself. Excerpt 2 During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products.But when factory production got into full swing and new products, e.g.processed foods, came onto the market, national advertising campaigns and brand naming of products became necessary.Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers.The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands. Excerpt 3 Money spent on advertising is money spent as well as any I know of.It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.By drawing attention to new ideas it helps enormously to raise standards of living. Excerpt 4 Search advertising—the small text-ads that appear alongside Google and Yahoo Searches—account for 40% of the online ad market.Another 20% goes to display ads and 18% to classified advertising.But search advertising can also work like a small ad and will increasingly challenge print classifieds as websites provide localized and more elaborate services for online users. Excerpt 5 This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of Americas three big television networks, ABC, CBS and NBC predicts Advertising Age.It will, says the trade magazine, represent a "watershed moment" in the evolution of the Internet as an advertising medium.A 30-second prime-time TV ad was once considered the most effective—and the most expensive—form. of advertising.But that was before the Internet got going.And this week online advertising made another leap forward. Excerpt 6 Advertising does more for the material benefit of the community than any other force I can think of.There is one more point I feel I ought to touch on.Recently I heard a well-known television personality declare that he was against advertising because it persuades rather than informs.He was drawing excessively fine distinctions.Of course advertising seeks to persuade. If its message were confined merely to information—and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive—advertising would be so boring that no one would pay any attention.But perhaps that is what the well-known television personality wants.

An example of a product which might well have been advertised during the early stages of the Industrial Revolution is______.

A．a cooking utensil

B．new child"s toy

C．tinned fruit

D．household soap

fast that we seldom stop to see just how fast we seldom stop to see just how far wu have come in just a few year.The latest iPone 6s,for example,has a dual-core proccssor and fite nicely into your pocket. by comparison, you would expect to find a technological specification like this on your tandard laptop in an office anywhere in the world. its no wonder shat new applications for the internet of things are moving ahcad fast when almost every new decice we buy has a plup on the eng of it or a wireless connection to the internet. Soon, our current smartphone lifestyle wilate our own smart home lifestyle too. All researches agree that close to 25 billion devices,things and sensors will be connected by 2020 which incidentally is also the moment that millennials(千禧一代) are expected to make up of our overall workforce, and the fully connected home . become a reality for large umbers of people worldwide. However this is just the tip of the proverbial iceberg as smart buildings and even cities increasingly become the norm as leaders and business owners begin to wake up to the massive savings that technology can deliver through connected sensors and new forms of automation coupled with ligent energy and facilities managemen. Online security cameras, intelligent lighting and a wealth of sensors that control both temperature and air quality are offering an unprecedented level of control, efficiency, and improvements to hat were once classed necessary costs when running a business or managing a large building. We can expect that the ever-growing list of devices, systems and environments remain connected,always online and talking to each other. the big benefit will not only be in the housing of this enormous and rapidly growing amount of data, but will also be in the ability to run real time data analytics to extract actionable and ongoing knowledge. The biggest and most exciting challenge of this technology is how to creatively leverage this ever-growing amount of data to deliver cost savings, improvements and tangible benefits to both businesses and citizens of these smart cities The good news is that most of this technology is already invented. let's face it, it wasn't too long ago that the idea of working from anywhere and at anytime was some form of a distant utopim(乌托邦式的) dream, and yet now we can perform almost any office-based task from any location in the world as long as we have access to the internet. it's time to wake up to the fact that making smart buildings, cities and homes will dramatically improve our quality of life in the years ahead. What does the example of iphone 6s serve to show？A.the huge capacity of the smartphones people now use

B.the widespread use of smartphones all over the world

C.the huge impact of new technology on people's everyday life.

D.the rapid technological progress in a very short period of time

what can we expect to see by the year 2020？A.apps for the internet of things

B.the emergence of millennials

C.the popularization of smart homes.

D.total globalization of the world

what is the most exciting challenge when we possess more and more data？A.how to turn it to profitable use

B.how to link the actionable systems

C.how to do real time data analysis

D.how to devise new ways to store it.

what does the author think about working from anywhere and at anytime？A.it is feasible with a connection to the internet

B.it will thrive in smart buildings, cities and homes

C.it is still a distant utopian dream for ordinary workers

D.it will deliver tangible benefits to both boss and worker

what will business owners do when they become aware of the benefits of the internet of things？A.employ fewer workers in their operations

B.gain automatic control of their businesse

C.invest in more smart buildings and cities

D.embrace whatever new technology there is

请帮忙给出每个问题的正确答案和分析，谢谢！