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______.

　　A. an overview of a paper

　　B. an introduction to a book

　　C. a book on digital revolution

　　D. a paper discussing digital revolution

　　38. The paper mentioned in this paper was written by______.

　　A. Jerry Wind

　　B. Vijay Mahajan

　　C. Jerry Wind and Vijay Mahajan

　　D. an anonymous

　　39. 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 came from outer space

　　40. 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

　　四、單詞漢譯英(本大題共15小題，每小題1分，共15分)

　　根據給出的漢語詞義和規定的詞類寫出相應的英語單詞。每詞的第一個字母已給出。

　　41. 貿易，商業 n.c______

　　42. 緊縮v.d______

　　43. 命令的，權威 adj. & n.i______

　　44. 同等的 adj.e______

　　45. 本國的，國內的 adj. d______

　　46. 聲稱，認領 n. & v.c______

　　47. 偏好，更喜歡 n.p______

　　48. 極端的，偏激的 adj.e______

　　49. 預置，初始化 n.i______

　　50. 基本的，基礎的，主要的 adj.f______

　　51. 分配，分布，分發 v.d______

　　52. 清楚的，明確的，肯定的 adj.d______

　　53. 總部，司令部 n.h______

　　54. 流行，貨幣 n.c______

　　55. 做廣告 v. a______

　　五、單詞英譯漢 (本大題共15小題，每小題1分，共15分)

　　56. cash register

　　57. potential sales

　　58. sound clip

　　59. cross-sell

　　60. text documents

　　61. overhead

　　62. IP address

　　63. availability check

　　64. Backorder

　　65. buy-in

　　66. pro forma

　　67. EDI

　　68. cash-flow

　　69. Federal Express

　　70. web page