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Part B
Directions:
You are going to read a list of headings and a text about preparing in the academic community. Choose the most suitable heading from the list A-F for each numbered paragraph (41-45). The first and last paragraphs of the text are not numbered. There is one extra heading which you do not need to use. Mark your answers on ANSWER SHEET 1. (10 points)
Today, some 30% of small business owners don't have a Web presence at all, while the vast majority who do are watching their sites sit stale, waiting and wanting for business. Where did things go wrong? There are common principles followed by those whose dreams of online success have become reality.
41. Build your site around your customer:
Thinking of your site as your online storefront, built around delivering the highest-quality customer experience from the moment your customer steps through the "door".
42. Just because you built it doesn't mean they'll come:
If you aren't seeing a large volume of targeted traffic to your site, it's time to up the ante.
43. Integrate customer loyalty programs and promotions:
containing discounts, news, or friendly service reminders. Use discount promotional offers to stay in touch with past visitors to your site.
44. Justify your monthly spending through product bundling:
While pay-per-click Internet advertising is much more cost-effective than traditional media channels, bundling products together will not only increase your sales revenue, but also enable you to get more out of your per-click ad rates.
45. Measure your progress:
Your site may be live, but how is it performing?
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.
Part C
Directions:
Read the following passage carefully and then translate the underlined segments into Chinese. Your translation must be written clearly on ANSWER SHEET 2. (10 points)
The value which society places on work has traditionally been closely associated with the value of individualism and as a result it has had negative effects on the development of social security. (46) It has meant that in the first place the amount of benefits must be small lest people's willingness to work and support themselves suffers. Even today with flat rate and earnings-related benefits, the total amount of the benefit must always be smaller than the person's wages for fear of malingering. "The purpose of social security," said Huntford referring to Sweden's comparatively generous benefits, "is to dispel need without crossing the threshold of prosperity." Second, social security benefits are granted under conditions designed to reduce the likelihood of even the boldest of spirits attempting to live on the State rather than work. Many of the rules surrounding the payment of unemployment or supplementary benefit are for this purpose. Third, the value placed on work is manifested in a more positive way as in the case of disability. (47) People suffering from accidents incurred at work or from occupational diseases receive preferential treatment by the social security service compared with those suffering from civil accidents and ordinary illnesses.
Yet, the stranglehold which work has had on the social security service has been increasingly loosened over the years. The provision of family allowances, family income supplements, the slight liberalization of the wages stop are some of the manifestations of this trend. (48) Similarly, the preferential treatment given to occupational disability by the social security service has been increasingly questioned with the demands for the upgrading of benefits for the other types of disability. It is felt that in contemporary industrial societies the distinction between occupational and non-occupational disability is artificial for many non-occupational forms of disability have an industrial origin even if they do not occur directly in the workplace. (49) There is also the additional reason which we mentioned in the argument for one benefit for all one-parent families, that a modern social security service must concentrate on meeting needs irrespective of the cause behind such needs.
The relationship between social security and work is not all a one-way affair. (50) It is true that until very recently the general view was that social security "represented a type of luxury and was essentially anti-economic." It was seen as merely government expenditure for the needy. As we saw, however, redundancy payments and earnings-related unemployment benefits have been used with some success by employers and the government to reduce workers' opposition towards loss of their jobs. |
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发表于 2016-7-14 16:03:37