共享题干题 （一） Cornmunication with Customers onIire根据以下材料，回答下列的问题。 Until the late l940s，when television began finding its way into American homes，panies relied mainly on print and radio to promote their products and services.The advent(出现)of television brought about a revolution in promoting products and services.Between l949 and l951，advertising on television grew 960 percent.Today the Internet is once again transforming promotion.By going online，panies can municate instantly and directly with prospective customers.Promotion on the World Wide Web includes advertisin9，sponsorships and sales promotions like contests and coupons.In l996，World Wide Web advertising revenues reached$300 raillion. Effective online marketers do not merely transfer hard—copy ads(平面广告)to cyberspace.Successful sites blend promotional and non—promotional information，indirectly delivering the advertising messages.To encourage visits to their sites and to create and cultivate customers’loyalty，panies change information frequently and provide many opportunities for interaction. One of the best online promotion web sites is the Ragu Web site.Here visitors can find thirty six pasta recipes，take Italian lessons，and view an Italian film festival，but they will find no traditional ads.So subtle is the mix of product and promotion that visitors hardly know an advertising message has been delivered：SEGA of America，maker of puter games and hardware，uses its Web site for a variety of different promotions，such as introducing new game characters to the public and supplying Web surfers the opportunity to download games.SEGA’S home page averages 250，000 visits a day.To heighten interest in the site，SEGA bought an advertising banner on，Netscape，thereby increasing site visits by l5 percent.Online participants in Quaker Oats’Gato.rade promotion received a free T-shirt in exchange for answering a few questions.Quaker Oats reports that the online promotion created product loyalty and helped the pany know its customers better. Now，to target specific Internet users，an increasing number of panies are usin9“push”technology which automatically delivers customized(按客户要求创造的)news and other informarion to Users’puters when they log onto the Internet.Although organizations like Nielsen Media Research are developing technologies to enhance audience measurement and trackin9，it remains difficult to assess how many times the same person looks at an ad and who that person is. Although online promotions can be glamorous and sophisticated，they are not perfect.For a well.designed marketing mix，industry experts advise panies to use the Internet as a supplement to other advertising media.1.[不定向选择题]Internet，like television，has brought great changes to the promotion of products and services.A.Right B.Wrong C.Not mentionedABC确定 2.[不定向选择题]Netscape is an influential web site which is visited by millions of people.A.Right B.Wrong C.Not mentionedABC确定
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1.参考答案：A
参考解析：A 本题提到了两方面的信息，一方面说电视曾经使产品宣传方式发生了很大变化，另一方面说互联网的出现也使产品宣传方式发生巨大变化。文章中第一段提到：“Today the Intemet is once again transforming promotion.”由这句话可以看出，电视和互联网都使得传统宣传方式发生了很大变化。
2.参考答案：A
参考解析：A 文章中第三段提到：“To heighten interest in the site，SEGA bought an advertising banner on Netscape，thereby increasing site visits by l5 percent.”由此我们可以推断出，网景是一家非常有影响力的网站，浏览网景网页的人们看到SEGA的广告有些就会进一步登陆其网站，这样就为SEGA多带来15%的访问者。3.[不定向选择题]In order to encourage visits.panies always use hard-copy advertisements.A.Right B.Wrong C.Not mentionedABC确定