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Armed with these simple lessons, vow to make your business realize the true promise of the Internet.
［A］ A manufacturing company selling $50 items was having trouble justifying the cost of online keyword ads. By bundling products to create packages of $100 or more and advertising to wholesale customers looking to buy in bulk, the manufacturer dropped its sales representative agencies and focused on large-volume buyers, such as Wal-Mart and Target. Needless to say, the company had no trouble exceeding its yearly sales quota.
［B］ One of my past clients had a well-designed physical storefront, solid prices, and quality offerings. However, he wasn’t able to drive enough store traffic despite targeted advertising efforts in print publications and other offline venues. We decided to shift those ad dollars to an online pay-per-click campaign—in which the advertiser pays whenever someone clicks on its entry posted during the course of a site search based on keywords relevant to his business. The immediate impact was staggering. Online revenue soared tenfold to $1 million from $100,000 within only a few months.
［C］ With today’s technology, your return can be easily measured. If you rely on your Web site as a sales tool, you can’t afford not to invest in site analytics. Make sure your Web solution includes an easy-to-use reporting tool that presents this information in a clear, concise format. After all, while metrics are a critical part of the Web equation, you don’t have the time to spend hours digging through reams of data.
［D］ Years ago, I worked with a woman who sold purses online through a home-built site that lacked critical e-commerce components. After a simple redesign including product descriptions, comprehensive navigation, and a secure, user-friendly ordering system, her revenue increased fivefold. And she began receiving rave reviews from customers impressed with the ease and convenience of the online shopping experience.
［E］ Online success demands more than simple presence. Your Internet investment should pay for itself with new customers and increased sales. Find a trusted partner who can help you navigate today’s (and tomorrow’s) technology and who understands the bottom-line realities of your business.
［F］ One villa rental company had a Web site that generated very few calls and online bookings. I helped the company set up a “last minute deals” distribution list. By subscribing, site visitors would receive weekly e-mails offering 11th-hour discounts on villa rentals. As a result, the company captured contact information for thousands of possible customers, reduced its unused inventory to almost zero, and increased revenue significantly.
答案
41.D 42.B 43.F 44.A 45.C
总体分析
本文是一篇介绍如何成功地进行网上商务的文章，全篇例证和理证相结合，条理清楚。
第一段:作者由当今的一个现象入手，引发出诱人深思的问题，即网上商务的困境。
第二段至第五段:作者给出具体的几条原则，以引导持有网上商务梦想的人将梦想变成现实。
第六段:总结、概述这几条原则对于成功进行网上商务的的重要性。
试题精解
（一）通读全文，了解文章大意，确定小标题的作用
通过阅读各选项，进而浏览全文，把握文章主题——关于如何成功地进行网上商务的原则建议。文章一开始描述了现存的一种现象——很少有人成功地进行在线商务，并对此发出疑问，接下来为大家提供几条共同的原则，所以可以推断从第二段起的内容大部分应该都与这些原则有关。考生需要确定小标题也就是黑体字在文中的作用以及与上下文之间的联系。初步浏览全文不难发现，五个小标题都是对于几条商务原则的简要概述，各原则之间有一定的逻辑关系，但是每一条又都具有各自的独立性。标题下面的文字多是对标题的补充说明。
（二）浏览选项，概括大意。
这种题型中，由于选项部分内容可能相对较多，而且和原文是非等额搭配，因此可以先概括各选项的大意，将浓缩后的信息迅速地记下来，可以记在选项旁。或者将各项中的重要信息划出来，以便解题时一目了然，与小标题一一对应。本文六个选项有四个列举了具体事例，另外两个是说理分析。其大意分别是：
［A］一个制造公司通过捆绑销售和将网上广告销售对象确定为批发商，从而提高了销售额。
［B］ 我的一个客户虽然拥各种优势条件，却仍不能招徕大量顾客，因此我帮他将网下广告的经费转移到网络销售上，结果，公司收入暴涨。
［C］ 如果依赖网站作为销售工具，就必须进行网站分析，因此确保你的网站建设方案中有一套方便使用的报告工具。
［D］ 通过给一位女士的网上钱包销售中增加关键的电子商务元素，使她的收入大幅增加，她也因给顾客带来舒适便捷的购物体验而受到好评。
［E］ 仅有网络还不能保证在线销售的成功。还应找到一位合伙人，帮助你驾御技术并了解你生意的底线。
［F］ 通过帮助一家别墅租赁公司建立“最后时限打折”分配表，使它赢得了潜在客户，使空房率达到零，从而增加了收入。
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