Increasingly,online marketing is no longer just an option.It is a ().

he opposite page． ·For each question(13-18)，mark one letter(A．B．C． or D)on your Answer Sheet． Video Games Move Online In the eyes of media executives, the Internet is a malevolent vacuum-cleaner, sucking in one business after another. Music, software and videos are all increasingly obtained online -- often free of charge. Now it is the turn of video games. A．combination of new technology and compelling economics means that many, if not most, of them will be played online soon. Online gaming is not new. Since the early days of the Internet, netizens have indulged in "massively multiplayer role-playing online games", a genre that, now completes with fancy graphics, is still very popular, particularly in Asia. Some console games can be played online. There are several reasons to think, however, that video games have begun the transition from an industry primarily based on consoles and shrink-wrapped software to one in which online services dominate. Conventional gaming has not proved as resistant to the recession as many had expected. Meanwhile alternatives are emerging quickly. Many personal computers are powerful enough to run fast-moving, graphics-heavy games just as well as consoles. As a result, finns are offering online games that can be played either through "client" software, which users download, or via a web browser. These trends are dwarfed, however, by the explosion of "social" games, which have become all the rage on social networks such as Facebook. These are more about interaction than action: players either join their friends for an online game of poker or Scrabble, or to create and show off virtual pets, farms and mob families. As gaming moves online, the economics of the industry are changing. Conventional games take years to develop and cost millions to market, and rely on big sales in their first few weeks of release to recoup the investment, making the launch of a new game a gamble akin to a Hollywood studios decision to produce a big-budget film. As a result,like Hollywood, big game makers focus on successful franchises with fancy effects and plenty of action -- and have moved online only hesitantly. Online games, in particular the social kind, are hard for fhms steeped in this model to make, argues Kristian Segerstrale, the boss of Play fish, the number two in social gaming. Developing a new game takes only a few months and costs a few hundred thousand dollars. It can still be improved after its launch. Virtual distribution is far cheaper, and marketing tends to be too, since games often spread"virally" among friends on social networks. The most important change will be in the way publishers earn money. Although some are charging subscription fees to players of online games or selling advertising, many of them make most of their money by managing an online economy, complete with virtual goods and a digital currency. Playing is free, but users can get ahead by buying extra bits and bobs. In Asia．what make the online game remain SO popular？

A.good service

B.more users

C.high speed movement

D.perfect graphics

But that very anonymity is also behind the explosion of cyber-crime that has 1 across the Web.

Can privacy be preserved 2 bringing safety and security to a world that seems increasingly 3 ？

Last month, Howard Schmidt, the nation's cyber-czar, offered the federal government a 4 to make the Web a safer place—a "voluntary trusted identity" system that would be the high-tech 5 of a physical key, a fingerprint and a photo ID card, all rolled 6 one. The system might use a smart identity card, or a digital credential 7 to a specific computer, and would authenticate users at a range of online services.

The idea is to 8 a federation of private online identity systems. User could 9 which system to join, and only registered users whose identities have been authenticated could navigate those systems. The approach contrasts with one that would require an Internet driver's license 10 by the government.

Google and Microsoft are among companies that already have these " single sign-on" systems that make it possible for users to 11 just once but use many different services.

12 , the approach would create a " walled garden" in cyberspace, with safe " neighborhoods" and bright "streetlights" to establish a sense of a 13 community.

Mr. Schmidt described it as a "voluntary ecosystem" in which "individuals and organizations can complete online transactions with 14 , trusting the identities of each other and the identities of the infrastructure 15 which the transaction runs. " Still, the administration's plan has 16 privacy rights activists. Some applaud the approach; others are concerned. It seems clear that such a scheme is an initiative push toward what would 17 be a compulsory Internet "drive's license" mentality.

The plan has also been greeted with 18 by some computer security experts, who worry that the "voluntary ecosystem" envisioned by Mr. Schmidt would still leave much of the Internet 19 . They argue that all Internet users should be 20 to register and identify themselves, in the same way that drivers must be licensed to drive on public roads.

【B1】

A．swept

B．skipped

C．walked

D．ridden

imarily involved in research for the U. S. military. Originally limited to researchers at a handful of universities and government facilities, the Internet has quickly become a worldwide network providing users with information on a range of subjects and allowing them to purchase goods directly from companies via computer. By 1999, 84 mil- lion U. S. citizens had access to the Internet at home or work. More and more Americans are paying bills, shopping, ordering airline tickets, and purchasing stocks via computer over the Internet.

Internet banking is also becoming increasingly popular. With lower overhead costs in terms of staffing and office space, Internet banks are able to offer higher interest rates on deposits and charge lower rates on loans than traditional banks. "Brick and mortar" banks are increasingly offering online banking services via transactional websites to complement their traditional services. At present, 14 percent of Internet households conduct their banking by means of the Internet, and the figure is expected to double or triple during the next two or three years.

Increasing commercial use of the Internet has heightened security and privacy concerns. With a credit or debit card, an Internet user can order almost anything from an Internet site and have it delivered to their home or office. Companies doing business over the

Internet need sophisticated security measures to protect credit card, hank account, and social security numbers from unauthorized access as they pass across the Internet. Any organization that connects its networks to the global Internet must carefully control the access point to ensure that outsiders cannot disrupt the organization's internal networks or gain un-authorized access to the organization's computer systems and data.

According to the text, Internet banking ______.

A．requires minimal usage fees

B．offers price advantages to users

C．is more efficient than traditional banking

D．is environmentally-conscious

December 4

Benedetto Consulting Services

Riva Schiavoni 5321

Venice, Italy

Dear Sir/Madam:

I am interested in applying for the managing consultant position you have posted on your Web site. I believe that my background and experience make me an attractive candidate for your consideration.

After graduating from State University, I founded a small computer graphic-design company, Online Style. This company became increasingly successful over the years. I hold 65 percent of the shares and continue on its board of directors as chairperson, although I have relinquished my position as general manager and stepped down as CEO.

The agency I now direct, Business First, provides consulting services for companies interested in improving the effectiveness of their advertising. Despite the success of this new business venture, I am seeking at this time to relocate to Venice for personal reasons.

As you can see from the enclosed resume, I have a broad background in business development and marketing as well as advertising. Because of my diverse experience, I have developed strong skills in financial consulting. I have also acquired expertise in designing presentations for large audiences and planning successful business meetings.

I believe my skills and abilities fit the description of the person you are seeking. While I am knowledgeable about general business issues in both the domestic and international arenas, I will want to thoroughly understand those that are unique to your business, and I am confident that I can do so rapidly. One of your requirements, maintaining good community relations, happens to be one of my greatest strengths. I would be happy to provide you with names of people who can personally testify to this.

I would welcome the opportunity to discuss how my skills could benefit your organization. Please find my telephone number and e-mail address in my resume. I look forward to hearing from you.

Sincerely,

Estelle Juti

Estelle Juti

enclosure

How is Ms. Juti currently involved with Online Style？

A．She is the business manager.

B．She is the chairperson of the board of directors.

C．She is the financial consultant.

D．She is the head graphic designer.

people about patient care are being connected to one another, and how this new connectivity is being exploited to deliver medicine to the patient--no matter where he or she may be.

Online doctors offering advice based on normal symptoms are the most obvious example. Increasingly, however, remote diagnosis will be based on real physiological data from the actual patient. A group from the University of Kentucky has shown that by using personal data assistance plus a mobile phone, it is perfectly practical to send a patient's important signs over the telephone. With this kind of equipment, the cry asking whether there was a doctor in the house could well be a thing of the past.

Other medical technology groups are working on applying telemedicine to rural care. And at least one team wants to use telemedicine as a tool for disaster need--especially after earthquakes. On the whole, the trend is towards providing global access to medical data and experts' opinions.

But there is one problem. Bandwidth is the limiting factor for sending complex medical pictures around the world--CT photos being one of the biggest bandwidth users. Communication satellites may be able to deal with the short-term needs during disasters such as earthquakes or wars. But medicine is looking towards both the second-generation Internet and third-generation mobile phones for the future of remote medical service.

Doctors have met to discuss computer-based tools for medical diagnosis, training and telemedicine. With the falling price of broadband communications, the new technologies should start a new time when telemedicine and the sharing of medical information, experts' opinions and diagnosis are common.

The writer chiefly talks about ______.

A．the use of telemedicine

B．the on-line doctors

C．medical care and treatment

D．communication improvement

e opposite page about people who have set up their own internet companies.

&8226;Which extract (A, B, C, D or E) does each statement 1-8 refer to？

&8226;For each statement (1-8), mark one letter (A, B, C, D or E) on your Answer Sheet.

&8226;You will need to use some of these letters more than once.

A

E-GAMES

John and Stephanie both wanted a complete career change. Selling children's games over the internet seemed a foolproof idea, but their biggest challenge was to secure financial backing. First they contacted numerous venture capitalists, but from the response of the few that would even talk to them, they realised they would get nowhere until they had spelt out in detail how they intended to turn their concept into reality. So the next step was to work with a group of start-up consultants, to devise a business plan making their expected revenue streams more precise.

B

SUREK

Sue and Derek's plan was to sell clothes over the internet. After a shaky start, leading to serious cash flow problems, which meant they occasionally had little to live on, they realised they would have to advertise much more seriously: on the internet, they used online marketing tools to the full to produce increases in traffic, and combined this with intensive publicity outside the internet. Within six months they had built a large customer database, at which stage it was necessary to begin looking for capital to build the business.

C

WONDERWEB

Two senior advertising executives, frustrated with the pace of change in an industry they felt was failing to take advantage of new media, Sally and Sue were keen to translate their advertising and marketing skills into an online environment. To their surprise, they found that many websites seemed to have been developed without taking any account of users' needs. Sure that the opportunity was ripe for a business with a strong marketing proposition, they started offering marketing services to other small online businesses.

D

SUPERGIFTS

Michael and Tony set up a company to sell up market gifts, such as glassware and porcelain, online. The niche market they have identified is professional and affluent, a group which their research revealed is increasingly internet literate, is looking for exceptional goods at the right price and has high service expectations. A low-level marketing campaign generated more than 2000 customers, with a high-value average order. The entire system from web order to delivery is proving to be highly successful, with all orders being fulfilled within the advertised five days without any returns or breakages.

E

ABBIE'S

The first phases of the company's growth have been funded through a mix of personal investment, foregone salaries and bank overdraft. The next phase will be crucial. Their biggest challenge will be to distinguish themselves from a plethora of competitive sites, most of which are spending far more than they are. To stand out from the crowd, Paul and Abbie are working to target and reach their audience better, and generate higher sales, but of necessity without increasing their budget. The company's total marketing vision will be the key to success.

These people have not paid themselves out of their company's income so far.

anitizer.A woman stood in her kitchen, spraying the empty space in front of her as though using Mace against an imaginary assailant.She appeared very determined.Where others are satisfied with antibacterial-laced sponges, dish soaps, hand sanitizers and telephone wipes, here was a woman who sought to sterilize the air itself. Excerpt 2 During the early stages of the Industrial Revolution, advertising was a relatively straightforward means of announcement and communication and was used mainly to promote novelties and fringe products.But when factory production got into full swing and new products, e.g.processed foods, came onto the market, national advertising campaigns and brand naming of products became necessary.Before large-scale factory production, the typical manufacturing unit had been small and adaptable and the task of distributing and selling goods had largely been undertaken by wholesalers.The small non-specialized factory which did not rely on massive investment in machinery had been flexible enough to adapt its production according to changes in public demands. Excerpt 3 Money spent on advertising is money spent as well as any I know of.It serves directly to assist a rapid distribution of goods at reasonable price, thereby establishing a firm home market and so making it possible to provide for export at competitive prices.By drawing attention to new ideas it helps enormously to raise standards of living. Excerpt 4 Search advertising—the small text-ads that appear alongside Google and Yahoo Searches—account for 40% of the online ad market.Another 20% goes to display ads and 18% to classified advertising.But search advertising can also work like a small ad and will increasingly challenge print classifieds as websites provide localized and more elaborate services for online users. Excerpt 5 This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of Americas three big television networks, ABC, CBS and NBC predicts Advertising Age.It will, says the trade magazine, represent a "watershed moment" in the evolution of the Internet as an advertising medium.A 30-second prime-time TV ad was once considered the most effective—and the most expensive—form. of advertising.But that was before the Internet got going.And this week online advertising made another leap forward. Excerpt 6 Advertising does more for the material benefit of the community than any other force I can think of.There is one more point I feel I ought to touch on.Recently I heard a well-known television personality declare that he was against advertising because it persuades rather than informs.He was drawing excessively fine distinctions.Of course advertising seeks to persuade. If its message were confined merely to information—and that in itself would be difficult if not impossible to achieve, for even a detail such as the choice of the colour of a shirt is subtly persuasive—advertising would be so boring that no one would pay any attention.But perhaps that is what the well-known television personality wants.

An example of a product which might well have been advertised during the early stages of the Industrial Revolution is______.

A．a cooking utensil

B．new child"s toy

C．tinned fruit

D．household soap

The Blog Revolution

According to China's biggest blogging service provider blogcn.com, the number of users has soared from 10,000 in June of 2005 to more than 500,000 now.

A couple of years ago technology writer Fang Xingdong at his site blogchina.com coined the Chinese term boke(博客) to mean blogger. He encouraged his readers to try blogging by registering on blogger, com. "Blogging is a true revolution," he wrote. "One needs zero technology training, zero institution and zero cost to become a blogger."

The number of Chinese online has quintupled over the past four years. "China is already the largest mobile communications subscriber market in the world," reports the Internet Herald Tribune, "with more than 320 million subscribers." Internet users, who numbered fewer than 17 million in 2000, are now estimated to be somewhere near 90 million, according to the China Internet Network Information Centre, the government's clearinghouse for Internet statistics. China is second only to the United States in the number of people online.

How Did Blog Land in China？

The rise of the blog phenomenon was made possible by blog-hosting services. Just as companies like Yahoo host email accounts, sites like blogger, com, based in the United States, host blogs. Blogs usually allow room for readers' comments, and because they often contain numerous links to other blogs and websites, they each act as a unit in a dynamic community. Together they form. an interconnected whole—the "blogosphere".

In August 2002, Isaac Mao, who worked at the Shanghai office of the chip maker Intel, was one of the earliest people in China who had heard the word "blog". A regular web surfer, he was fascinated by the freedom these online journals gave to ordinary people to publish both their own and their readers' views online. Surfing the US website blogger.com, Mao was excited to find Zheng Yunsheng, a teacher at a technical school in Fujian Province. He left a message on Zheng's blog, and two weeks later Mao and Zheng started CNBlog.org. China's first online discussion forum about blogging technology and culture was thus established. They soon gathered a small but devoted group of participants, many of whom went on to develop the technology that makes blogging possible for China's half-a-million bloggers.

How Has Blog Changed Cyber Citizen's Life？

When Mao and Zheng started CNBlog.org, China had 67 million Intemet users. Today, it has more than 90 million, and most are hungry for information. The official China Internet Network Information Centre in Beijing says 62% of Internet users go online primarily to read news. Internet cafes are spreading rapidly throughout China, even in rural areas, largely thanks to official efforts to promote technology and improve the country's economic competitiveness.

Technology writer Fang Xingdong in Beijing, who made his name with a book-criticising Microsoft's business in China, started a news and commentary website, BlogChina.com, which covers the development of China's IT industry.

Why Is Blog So Different from Other Sorts of Website？

Blogs do two things that other websites simply cannot. Zero cost is the first attractive characteristic. Fang coined the Chinese term boke to mean blogger. He encouraged his readers to try blogging by registering on blogger, com. "Blogging is a true revolution," he wrote. "One needs zero technology training, zero institution and zero cost to become a blogger."

Secondly, blogs are personal. Almost all of them are imbued with the temper of their writer. This personal touch is much more in accordance with our current sensibility than were old magazines and newspapers. Readers increasingly doubt the authority of The Washington Post or National Review, despite their seemingly important titles and large' staffs. They know that behind the curtain are fallible writers

A．Y

B．N

C．NG

fewer than eight social media sites. My son, Penn, who is 15, will be asleep for hours yet. He was【C1】______all night with a friend playing two video games, in a jag fueled by his favorite foodlike【C2】______. I like that my kids are comfortable and alert in the wired world. But increasingly I am【C3】______for them. Its more【C4】______every day that screens have gradually stolen them from themselves. My wife, Cree, and I have【C5】______them to drift quite distantly into the online world, and we fear our casualness has been a【C6】______. Each summer Cree and I resolve to【C7】______things back. This is【C8】______we draft rules for a new school year, strictures like: no laptops in bedrooms during the week; homework before screen time; no electronics after 10 p.m.. These rules invariably begin to【C9】______by Day 3. By Day 4, there is pleading, and the discreet slamming of doors. By Day 8, no one is sure what the【C10】______are anymore. Were back where we started, and plump with fear. This year it【C11】______to me we needed help. So I sat down with a new book that【C12】______assistance, and understanding. It is The Big Disconnect: Protecting Childhood and Family Relationships in the Digital Age, whose primary【C13】______, Catherine Steiner-Adair, is a clinical psychologist who teaches at Harvard Medical School. Her book is【C14】______on thousands of interviews, and it can be eloquent about the need to ration our children s computer time. Here the author has pinned me. I like to think I m a good father, perhaps even casually【C15】______in my better moments,【C16】______there is zero doubt that, without my iPhone in my palm, I feel I lose something since Im fairly【C17】______. I must change my life a bit. Cree and I are still hammering out our kids computer rules. We are trying to【C18】______in mind that we re not our kids best friends; we re their【C19】______. And we are【C20】______if theres an app for fortitude.

【C1】

A．out

B．awaken

C．away

D．up

Media Selection for Advertisements

After determining the target audience for a product or service, advertising agencies must select the appropriate media for the advertisement. We discuss here the major types of media used in advertising. We focus our attention on seven types of advertising: television, newspapers, radio, magazines, out-of-home. Internet, and direct mail.

Television

Television is an attractive medium for advertising because it delivers mass audiences to advertisers. When you consider that nearly three out of four Americans have seen the game show Who Wants to Be a Millionaire？ you can understand the power of television to communicate with a large audience. When advertisers create a brand, for example, they want to impress consumers with the brand and its image. Television provides an ideal vehicle for this type of communication.But television is an expensive medium, and not all advertisers can afford to use it.

Television's influence on advertising is fourfold. First, narrowcasting means that television channels are seen by an increasingly narrow segment of the audience. The Golf Channel, for instance.

is watched by people who play golf. Home and Garden Television is seen by those interested in household improvement projects. Thus, audiences are smaller and more homogeneous(具有共同特点的) than they have been in the past. Second, there is an increase in the number of television channels available to viewers, and thus, advertisers. This has also resulted in an increase in the sheer number of advertisements to which audiences are exposed. Third, digital recording devices allow audience members more control over which commercials they watch. Fourth, control over programming is being passed from the networks to local cable operators and satellite programmers.

Newspaper？

After television, the medium attracting the next largest annual ad revenue is newspapers. The New York Times, which reaches a national audience, accounts for $1 billion in ad revenue annually, ii m increased its national circulation (发行量) by 40% and is now available for home delivery in ion ciues. Locally, newspapers are the largest advertising medium.

Newspapers are a less expensive advertising medium than television and provide a way for advertisers to communicate a longer. more detailed message to their audience than they can through 48 hours,meaning newspapers are also a quick way of getting the massage out.Newspapers are ofen the most important form. of news for a local community, and they develop a high degree of loyalty from local reader.

Radio

Advertising on radio continues to grow Radio is often used in conjunction with outdoor bill-boards (广告牌) and ihe Internet to reach even more customers than television. Advertisers are likely to use radio because it is a less expensive medium than television, which means advertisers can afford to repeal their ads often. Internet companies are also turning 10 radio advertising. Radio provides a way for advertisers to communicate with audience members at all times of the day.Consumers listen to radio on their way to school or work, at work, on the way home, and in the evening hours.

Two major changes—satellite and Internet radio—will force radio advertisers to adapt their methods. Both of these radio forms allow listeners to tune in stations that are more distant than the

local stations they could receive in the past. As a result, radio will increasingly attract target audiences who live many miles apart.

Magazines

Newsweeklies, women’s titles, and business magazines have all seen increases in advertising because they attract the high-end market, magazines are popular with advertisers because of the narrow market that they deliver. A broadcast medium such as network television attracts all types of audience members, but magazine audiences are more homogeneous, if you read sports illustrated, for example, you have much in common with the magazine’s other readers. Advertisers see magazines as an efficient way of reaching target audience members.

Advertiser using the print media-magazines and newspapers-will need to adapt to two main changes. First, the internet will bring larger audiences to local newspapers, these second. Advertisers will have to understand how to use an increasing number of magazines for their target audiences. Although some magazines will maintain national audiences, a large number of magazines will entertain narrower audiences.

Out-of-home advertising

Out-of-home advertising. Also called place-based advertising, has become an increasingly effective way of reaching consumers, who are more active than ever before. Many consumers today do not sit at home and watch television. Using billboards, newsstands, and bus shelters for advertising is an effective way of reaching these on-the-go consumers. More consumers travel longer distances to and from work, which also makes out-of-home advertising effective, technology has changed the nature of the billboard business, making it a more effective medium than in the past.

Using digital printing, billboard companies can print a billboard in 2 hours, compared with 6 days previously. This allows advertisers more variety in the types of messages they create because they.

Can change their messages more quickly.

Internet

As consumers become more comfortable with online shopping, advertisers will seek to reach this market As consumers get more of their news and information from the Internet, the ability of television and radio to get the word out to consumers will decrease. The challenge to Internet advertisers Is to create ads that audience members remember.

Internet advertising will play a more prominent role in organizations' advertising in the near ftuture. Internet audiences tend to be quite homogeneous, but small. Advertisers will have to adjust their methods to reach these audiences and will have to adapt their persuasive strategies to the online medium as well.

Direct mail

A final advertising medium is direct mail, which uses mailings to consumers to communicate a client's message Direct mail includes newsletters. postcards and special promotions. Direct mail is an effective way to build relationships with consumers.For many businesses.direct mail is the most effective from of advertising.

1. Television is an attractive advertising medium in that_____________.

A) it has large audiences

B) it appeals to housewives

C) it helps build up a company's reputation

D) it is affordable to most advertisers

n for millions of American children. Almost 10 million (14 percent) of America's 69 million children are online. The Internet both entertains and educates children, however, there are some possible negative consequences for children who access kid-based Web sites. Advertising on kid-based Web sites has become both a rapidly growing market for consumer companies and a concern for parents. With a click on an icon, children can link to advertisers and be granted tremendous spending power. Children are an important target group for consumer companies. Children under age 12 spent $14 billion, teenagers another $ 67 billion, and together they influenced $160 billion of their parents' incomes.

Many critics question the appropriateness of targeting children in Internet advertising and press to require that children be treated as a "special case" by advertisers. Because children lack the analytical abilities and judgment of adults, they may be unable to evaluate the accuracy of information they view, or understand that the information they provide to advertisers is really just data collected by an advertiser. Children generally lack the ability to reject the release of personal information to an advertiser, an even greater problem for children when they are offered incentives(刺激) for pro- viding personal information, or when personal information is required before they are allowed to register for various services. Children may not realize that in many cases these characters provide hot links directly to advertising sites.

The Internet does present some challenges for advertisers who want to be ethical in their marketing practices. Many advertisers argue that we underestimate(低估) the levels of media awareness shown by children. By the age of seven or eight most children can recognize an advertisement and know that its purpose is to sell something and are able to make judgments about the products shown in advertisements. However, this somewhat optimistic and decidedly libertarian view of children runs aground when we realize that they are (like a surprising number of adults) unable to judge accurately between entertainment and advertising. Adults can fend for themselves but, as marketers, we should be explicit (明确的) about our purpose when advertising to children on the Interact.

第27题：According to the first paragraph, children as an Internet market___________

A．are becoming increasingly rational

B．are using Internet at an earlier and earlier age

C．have created a growing advertising market

D．are overtaking the adult market due to their spending power