Passage 2

The digital revolution, as exemplified by the Internet and electronic commerce, has shaken marketing practices to their core. In a recent paper, Wharton’s Jerry Wind, director of the SEI Center for Advanced Studies in Management, and co-author Vijay Mahajan, a marketing professor at the College of Business Administration of the University of Texas at Austin, examine the impact of digital marketing on concepts like pricing, when customers can propose their own prices (pricelin.com), or buyers and sellers can haggle independently in auctions (e-Bay.com).

The paper provides an overview of some of the emerging realties and new rules of marketing in a digital world, and outlines what the new discipline of marketing may look like in the early part of the new century.

To begin with, say the authors, the rapid-fire growth of the Internet is helping to drive changes. “It is not just our computers that are being reprogrammed; it is customers themselves,” says Wind. “These emerging cyber consumers are like an alien race that have landed in the mist of our markets. They have different expectations and different relationships with companies from which they purchase products and services.”

For one thing, cyber consumers expect to be able to customize everything — from the products and services they buy and the information they seek, to the price they are willing to pay. And with digital technology opening new channels for gaining information, they are more knowledgeable and demanding than previous consumers.

Digital customers can also sort products based on any desired attribute, price, nutritional value, or functionality, and they can easily obtain third-party endorsements and evaluations, tapping the experience of other users. “Companies that cannot meet their demands and expectations will be at a loss,” says Wind.

36、The passage was most likely to be taken from ______.

他的这篇报告写得很好，只是有几个小问题。(except for)

多家工厂声称他们需要有经验的工人。(experienced)

新技术对公司的发展有重要的影响。(have an effect on)

约翰创造了新的世界纪录。(set up)

我有时感到区分英语和法语很困难。(distinguish from)

阅读下面的短文，然后把划线的句子翻译成汉语。

How well is your Web site meeting demand? The question may be more difficult to answer than you think. After all, sophisticated Web monitoring software can measure a sudden spike in traffic, but I won’t correlate that spike with your company’s seasonal marketing efforts. (71) [Business intelligence (智能) software unifies data from a wide array of functional areas and departments to provide a holistic (完整的) understanding of the business.] The result: Managers can predict future spikes in traffic based on the relative size of marketing campaigns.

The first thing to do is capture information about your Web site operations and visitors. Start with the data in your Web log file. Here you will find valuable information about Web traffic patterns, such as peak traffic times and the most accessed pages on your Web site. (72) [You’ll also be able to learn what people search for once they get to your site, as well as the time it takes to find it.] Don’t overlook the value of information such as the type of browser and operating system used by your site visitors —— these can affect how you choose to present your site.

(73) [Once you have this data gathered, business intelligence applications let you analyze the information to help you optimize (最佳化) your Web site.] The application unifies data from various sources to help you effectively mine information and understand your customers’ Web behavior.

Most important, you are able to compare information in your Web logs against information from internal and external sources. (74)[Track Web hits or transactions against fluctuations (波动) in your offline (线下) sales channels, for example, or see what happens to order volumes at the beginning of a fiscal quarter (会计季度) when many departments have new budgets (预算) to work with.]

Business intelligence software can be a powerful ally as you seek to keep hard-won customers in the fold. Knowing your customers and understanding how they interact with your Web site is a powerful tool for optimization. (75) [You can glean (收集) trends during peak traffic periods that result in server overloads (超载), or identify search criteria that consistently fail to deliver anticipated (预期的) content.]

automotive industry

maximum value

interactive TV

cost-effective and efficient