Passage 3

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 (priceline.com), or buyers and sellers can haggle independently in auctions (e-Bay.com).

The paper provides an overview of some of the emerging realities 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 midst 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.

37、The passage was most likely to be quoted from______.

我们必须想办法进入敌人的电脑获得情报。(get access to)

它是便宜的，但在另一方面，质量很差。(on the other hand)

结果非常不令人满意，和我们所期望的恰恰相反。(as opposed to)

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 it won’t correlate that spike with your company’s seasonal marketing efforts. (71) [Business intelligence software unifies data from a wide array of functional areas and departments to provide a holistic 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 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 in your offline sales channels, for example, or see what happens to order volumes at the beginning of a fiscal quarter when many departments have new budgets 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 trends during peak traffic periods that result in server overloads, or identify search criteria that consistently fail to deliver anticipated content.]

不管你怎么读法，这个句子总是不知所云。 (make sense)

那机会太好了，不能错过。(too...to...)

Federal Express

cash-flow

web page

pro forma