Question

【題目】請認真閱讀下列短文，并根據(jù)所讀內(nèi)容在文章后表格中的空格里填入一個最恰當?shù)膯卧~。注意：每個空格只填1個單詞。

Electronic marketing is a form of product promotion and customer relation establishment conducted with the use of electronic media. With the development of technology, a new era in marketing has been created. Marketers have been quick to jump on subsequent (后來的) technological developments from radio to the Internet. Companies may market specially via electronic media or use a mixture of marketing media in order to reach a broad target audience. Marketing has a number of goals, including familiarizing people with companies and products, encouraging consumers to adopt specific products, and promoting a positive public opinion about a company, product, or service.

Electronic marketing is free to change its methods according to different circumstances. It allows companies to create targeted campaigns with broad reach. This form of marketing can also be very cost effective, making it possible for companies to reach lots of consumers at a small amount of the cost for other types of advertising.

In addition to media like television, radio, and the Internet, electronic marketers can use media such as phones for conveying advertisements. Talking ads mounted on bus stations and other public installations are another example. Electronic kiosks in locations like malls can also be used for marketing purposes. Marketers can create video brochures, insert ads in front of feature films, and find a number of other ways to reach the audience via electronic means.

Internet marketing in particular is rich ground for marketers. This form of electronic marketing can be generic (通用的), as in the case of banner ads placed on websites. It can also be remarkably specific, tailored to Internet use habits with the goal of reaching out to specific consumers. Marketers can serve different kinds of ads customize email marketing campaigns, and use other techniques to reach potential consumers on the Internet.

Some advertising firms specialize in electronic marketing services. They can help their customers organize effective campaigns and may also be involved in the carrying out of marketing campaigns. These firms keep up with the latest trends in marketing so that they can stay ahead with advertisements that will appeal and attract.

Companies must use electronic marketing with care. Some consumers may find such marketing upsetting, forcing companies to find creative ways to advertise that will arouse their interest instead of irritating them. It is also necessary to think about how advertising fits in with a company image and the ideals that a company wants to project. A company that prides itself on discretion(謹慎), for example, would probably not want to deliver an interruptive email marketing campaign based on browsing habits.

Passage Outline	Supporting details
Introduction	◆Electronic marketing is to 【1】products and establish customer relations by using electronic media. ◆As technology develops, marketers have 【2】 their focus of technological developments from radio to the Internet.
Features of electronic marketing	◆Electronic marketing is 【3】 and it allows companies to make targeted campaigns in a wide range. ◆It is 【4】 to use electronic marketing than to use other types of advertising.
【5】 of electronic marketing	◆Many kinds of advertisements can be used to help marketers 【6】 marketing purposes. ◆【7】 on specific Internet use habits, marketers can reach specific potential consumers on the Internet.
	◆Some advertising firms can help customers 【8】 and carry out marketing campaigns. ◆These firms follow the latest trends in marketing so that they can take a 【9】 position in the industry.
Conclusions	◆Some consumers may prefer creative ways of advertising that won't irritate them. ◆It is also necessary to consider how advertising 【10】 the image of a company and its ideals.

Answer 1

【答案】

【1】promote

【2】shifted/changed

【3】flexible/ switched

【4】cheaper

【5】Ways/ Means

【6】achieve/ realize

【7】Based/Depending

【8】organize

【9】leading

【10】matches

【解析】

這是一篇議論文。文章主要介紹了電子營銷的作用、特點和方法。

【1】考查不定式。根據(jù)第一段Electronic marketing is a form of product promotion and customer relation establishment conducted with the use of electronic media.（電子營銷是利用電子媒介進行產(chǎn)品推廣和建立客戶關系的一種形式。）可知這里意思是電子營銷就是利用電子媒介進行產(chǎn)品推廣，建立客戶關系。不定式結構中，用動詞原形，所以填promote。

【2】考查現(xiàn)在完成時。根據(jù)第一段Marketers have been quick to jump on subsequent (后來的) technological developments from radio to the Internet.（市場營銷者已經(jīng)迅速地從廣播技術轉移到互聯(lián)網(wǎng)技術。）可知這里意思是隨著技術的發(fā)展，營銷人員已經(jīng)把他們的技術發(fā)展重點從廣播轉向互聯(lián)網(wǎng)。現(xiàn)在完成時的基本結構是：have + 過去分詞，所以填shifted/changed。

【3】考查形容詞。根據(jù)第二段Electronic marketing is free to change its methods according to different circumstances. It allows companies to create targeted campaigns with broad reach.（電子營銷可以根據(jù)不同的情況自由地改變方法。它使公司能夠在更大范圍內(nèi)開展有針對性的活動。）可知這里意思是電子營銷是靈活的，它允許公司在大范圍內(nèi)進行有針對性的營銷活動。be動詞后，用形容詞作表語，所以填flexible/ switched。

【4】考查比較級。根據(jù)第二段This form of marketing can also be very cost effective, making it possible for companies to reach lots of consumers at a small amount of the cost for other types of advertising.（這種形式的營銷也是非常劃算的，它使得公司可以用比其他類型廣告少的成本接觸到大量消費者。）可知這里意思是使用電子營銷比使用其他類型的廣告更便宜。根據(jù)than to use other types of advertising，可知這里用比較級，所以填cheaper。

【5】考查名詞。根據(jù)表格后的內(nèi)容，可知這一部分主要介紹了電子營銷的方法�！半娮訝I銷的方法”是復數(shù)意義，用名詞復數(shù)，所以填Ways/ Means。

【6】考查固定句型。根據(jù)第三段In addition to media like television, radio, and the Internet, electronic marketers can use media such as phones for conveying advertisements.（除了電視、廣播和互聯(lián)網(wǎng)等媒體外，電子營銷人員還可以使用手機等媒體來傳遞廣告。）可知這里意思是許多種類的廣告可以用來幫助營銷者達到營銷目的。help sb. do sth.該句型是固定句型，所以填achieve/ realize。

【7】考查非謂語動詞。根據(jù)第四段It can also be remarkably specific, tailored to Internet use habits with the goal of reaching out to specific consumers.（它也可以是非常具體的，為互聯(lián)網(wǎng)使用習慣量身定做，以達到接觸特定消費者的目的。）可知這里意思是基于特定的互聯(lián)網(wǎng)使用習慣，營銷人員可以通過互聯(lián)網(wǎng)接觸到特定的潛在消費者。base on和depend on都是固定短語，base on與marketers之間是被動關系，用過去分詞作狀語；depend on與marketers之間是主動關系，用現(xiàn)在分詞作狀語，所以填Based/Depending。

【8】考查固定句型。根據(jù)第五段They can help their customers organize effective campaigns and may also be involved in the carrying out of marketing campaigns.（他們可以幫助客戶組織有效的營銷活動，也可以參與營銷活動的實施。）可知這里意思是一些廣告公司可以幫助客戶組織和開展營銷活動。help sb. do sth.該句型是固定句型，所以填organize。

【9】考查形容詞。根據(jù)第五段These firms keep up with the latest trends in marketing so that they can stay ahead with advertisements that will appeal and attract. （這些公司緊跟市場營銷的最新趨勢，這樣他們就能在吸引人的廣告方面保持領先地位。）可知這里意思是這些公司緊跟市場營銷的最新趨勢，以便在行業(yè)中處于領先地位。修飾名詞position，用形容詞，所以填leading。

【10】考查主謂一致。根據(jù)最后一段It is also necessary to think about how advertising fits in with a company image and the ideals that a company wants to project.（同時也有必要思考一下廣告是如何與公司的形象和公司想要表達的理想相契合的。）可知這里意思是廣告如何與公司的形象和理想相匹配也是很有必要的。這里含有一個賓語從句，在賓語從句中，主語是advertising，謂語動詞用單數(shù)，所以填matches。