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In the first year or so of Web business, most of the action has revolved
around efforts to Lap 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 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 chat 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 offering, 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. Thar'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 m silicon. People looking back 5 or
10 years from now may well wonder why so few companies took the online
plunge.
1.What do we learn about the present Web business?
A) Web business is no longer in fashion.
B) Business-to-business sales are the trend.
C) Web business is prosperous in the consumer market.
D) Many companies still lack confidence in Web business.
2.Established business partners are preferred in Web business
because____________.
A) they are more creditable than others
B) they specify the products they want
C) they have access to the company's private intranet
D) they are capable of conducting online transactions
3.Pointcast Network is most probably_______________.
A) a company that develops the latest push software
B) a tool that promotes a company's online marketing
C) the firs! company that used an online push software
D) the most popular software that helps a company push
4.Net purists arc most worried that_________________.
A) only the requested information comes to the screen
B) the Net is filled with commercial promotion
C) the difference between the Web and TV will fade
D) push technology will dominate the screen of the computers
5.What does the author intend to express by mentioning Amazon.com'?
A) Its success is attributed to push strategies.
B) It is prosperous without push strategies.
C) It is highly concerned about the cost of computing power.
D) It is a good example of the flourishing online business.
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发表于 2016-12-4 13:30:26