Question

【题目】请认真阅读下列短文，并根据所读内容在文章后表格中的空格里填入一个最恰当的单词。注意：每个空格只填1个单词。

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 (后来的) 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(谨慎), 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】

这是一篇议论文。文章主要介绍了电子营销的作用、特点和方法。

【1】考查不定式。根据第一段Electronic marketing is a form of product promotion and customer relation establishment conducted with the use of electronic media.（电子营销是利用电子媒介进行产品推广和建立客户关系的一种形式。）可知这里意思是电子营销就是利用电子媒介进行产品推广，建立客户关系。不定式结构中，用动词原形，所以填promote。

【2】考查现在完成时。根据第一段Marketers have been quick to jump on subsequent (后来的) technological developments from radio to the Internet.（市场营销者已经迅速地从广播技术转移到互联网技术。）可知这里意思是随着技术的发展，营销人员已经把他们的技术发展重点从广播转向互联网。现在完成时的基本结构是：have + 过去分词，所以填shifted/changed。

【3】考查形容词。根据第二段Electronic marketing is free to change its methods according to different circumstances. It allows companies to create targeted campaigns with broad reach.（电子营销可以根据不同的情况自由地改变方法。它使公司能够在更大范围内开展有针对性的活动。）可知这里意思是电子营销是灵活的，它允许公司在大范围内进行有针对性的营销活动。be动词后，用形容词作表语，所以填flexible/ switched。

【4】考查比较级。根据第二段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.（这种形式的营销也是非常划算的，它使得公司可以用比其他类型广告少的成本接触到大量消费者。）可知这里意思是使用电子营销比使用其他类型的广告更便宜。根据than to use other types of advertising，可知这里用比较级，所以填cheaper。

【5】考查名词。根据表格后的内容，可知这一部分主要介绍了电子营销的方法。“电子营销的方法”是复数意义，用名词复数，所以填Ways/ Means。

【6】考查固定句型。根据第三段In addition to media like television, radio, and the Internet, electronic marketers can use media such as phones for conveying advertisements.（除了电视、广播和互联网等媒体外，电子营销人员还可以使用手机等媒体来传递广告。）可知这里意思是许多种类的广告可以用来帮助营销者达到营销目的。help sb. do sth.该句型是固定句型，所以填achieve/ realize。

【7】考查非谓语动词。根据第四段It can also be remarkably specific, tailored to Internet use habits with the goal of reaching out to specific consumers.（它也可以是非常具体的，为互联网使用习惯量身定做，以达到接触特定消费者的目的。）可知这里意思是基于特定的互联网使用习惯，营销人员可以通过互联网接触到特定的潜在消费者。base on和depend on都是固定短语，base on与marketers之间是被动关系，用过去分词作状语；depend on与marketers之间是主动关系，用现在分词作状语，所以填Based/Depending。

【8】考查固定句型。根据第五段They can help their customers organize effective campaigns and may also be involved in the carrying out of marketing campaigns.（他们可以帮助客户组织有效的营销活动，也可以参与营销活动的实施。）可知这里意思是一些广告公司可以帮助客户组织和开展营销活动。help sb. do sth.该句型是固定句型，所以填organize。

【9】考查形容词。根据第五段These firms keep up with the latest trends in marketing so that they can stay ahead with advertisements that will appeal and attract. （这些公司紧跟市场营销的最新趋势，这样他们就能在吸引人的广告方面保持领先地位。）可知这里意思是这些公司紧跟市场营销的最新趋势，以便在行业中处于领先地位。修饰名词position，用形容词，所以填leading。

【10】考查主谓一致。根据最后一段It is also necessary to think about how advertising fits in with a company image and the ideals that a company wants to project.（同时也有必要思考一下广告是如何与公司的形象和公司想要表达的理想相契合的。）可知这里意思是广告如何与公司的形象和理想相匹配也是很有必要的。这里含有一个宾语从句，在宾语从句中，主语是advertising，谓语动词用单数，所以填matches。