電子商務英語試卷

　　三、 閱讀理解(本大題共10小題，每小題2分，共20分)

　　閱讀下面的短文，從A、B、C、D四個選項中選出一個最佳答案填空或答題，并將“答題紙”的相應代碼涂黑。錯涂、多涂或未涂均無分。

　　Passage 1

　　Computer people talk a lot about the need for other people to become “computer-literate.” But not all experts (專家) agree that this is a good idea.

　　One pioneer, in particular, who disagrees is David Tebbutt, the founder of Computertown UK. Although many people see this as a successful attempt to bring people closer to the computer, David does not see it that way. He says that Computertown UK was formed for just the opposite reason, to bring computers to people and make them “people-lit-erate.”

　　David Tebbutt thinks Computertowns are most successful when tied to a computer club but he insists there is an important difference between the two. The clubs are for people who have some computer knowledge already. This frightens away non-experts, who are happier going to Computertowns where there are computers for them to experiment on, with experts to encourage them and answer any questions they have. They are not told what to do. They find out the computer experts have to learn not to tell people about computers, but have to be able to answer all questions people ask. People don’t have to learn computer terms, but the experts have to explain in plain language. The computers are becoming “people-literate.”

　　31. Which of the following is David Tebbutt’s idea on the relationship between people and computers?

　　A. Computer learning should be made easier.

　　B. There should be more computer clubs for experts.

　　C. People should work harder to master computer use.

　　D. Computers should be made cheaper so the people can afford them.

　　32. We can infer from the text that “computer-literate” means ______.

　　A. being able to afford a computer

　　B. being able to write computer programs

　　C. working with the computer and finding out its value

　　D. understanding the computer and knowing how to use it

　　33. The underlined word “it” in the second paragraph refers to the idea that Computertowns ______.

　　A. help to set up more computer clubs

　　B. bring people to learn to use computers

　　C. bring more experts to work together

　　D. help to sell computers to the public

　　34. David Tebbutt started Computertown UK with the purpose of ______.

　　A. making better use of computer experts

　　B. improving computer programs

　　C. increasing computer sales

　　D. popularizing computers

　　35. The passage is mainly about the idea of ______.

　　A. people’s becoming “computer-literate”

　　B. computers’ becoming “people-literate”

　　C. people’s IT learning in a club

　　D. computers’ explaining in plain language

　　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 ______.

　　A. an overview of a paper

　　B. an introduction to a book

　　C. a book on digital revolution

　　D. a paper discussing digital revolution

　　37. The paper mentioned in this passage was written by ______.

　　A. Jerry Wind

　　B. Vijay Mahajan

　　C. Jerry Wind and Vijay Mahajan

　　D. an anonymous

　　38. From the third paragraph, we can infer that ______.

　　A. the customers are also reprogrammed by computers

　　B. e-business companies need be more knowledgeable about cyber consumers

　　C. cyber consumers are a group of strange people

　　D. cyber consumers come from outer space

　　39. Compared with traditional customers, the emerging cyber consumers ______.

　　A. are more difficult to satisfy

　　B. have less knowledge about business

　　C. have more problems with prices

　　D. are less willing to buy products and services

　　40. In the last paragraph, what Wind said means ______.

　　A. digital consumers’ decision to buy depends largely on others’ evaluation

　　B. it will be more and more difficult for companies to earn profit in e-business

　　C. most of the companies in e-business are at a loss

　　D. companies should try their best to meet the digital consumers’ demands and expectations