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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

admin2015-12-01  58
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 business people 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 internet.
    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 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.
Speaking of the online technology available for marketing, the author implies that______.
选项 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
答案C
解析 本题可参照文章的第3段。从中可知，互联网商业模式的另一个重大变化是销售技术的进步；直到最近，互联网的营销活动注重的仍是“吸引”顾客到网站的策略；可就在去年，软件公司开发出了新的技术，这种技术可以使公司把信息直接“推销”给顾客，把市场信息直接传送给特定用户；用户可以定制他们想要的信息，可以直接进入某公司的网站。据此可知，过去一年里，在线的营销技术发生了变化。C项与文章的意思相符，因此C项为正确答案。
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