电子商务篇练习答案(作者整理稿).doc

Key to Exercises

Chapter 1

1. Answer the questions on the text.

(1) The process of buying and selling of products and services across a telecommunications network is often called electronic commerce.

(2) It began in the 1960s and 1970s, when banks began transferring money to each other electronically, using electronic funds transfer (EFT), and when large companies began sharing transaction information electronically with their suppliers and customers via electronic data interchange (EDI).

(3) The Internet is a public worldwide network of networks, connecting many small private networks. Computers on the Internet use a common set of rules, called protocols, for communication. The primary Internet protocol is called TCP/IP (Transmission Control /Internet Protocol).

(4) It stands for Internet service provider, which provides access to a host computer.

(5) It is the acronym of the World Wide Web, also called simply the Web. It is a subset of the Internet where computers called Web servers store documents that are linked together by hypertext links, called hyperlinks. A hyperlink can be text or a picture that is associated with the location (path and filename) of another document. The documents, called Web pages, can contain text, graphics, video, and audio as well as hyperlinks. A Web site is a collection of related Web pages. A Web browser is a software application used to access and view Web pages stored on a Web server. The two most popular Web browsers at this writing are Microsoft Internet Explorer and Netscape Navigator.

(6) The new economy is one that is characterized by the widespread electronic linking of individuals and businesses. In this new economic environment, time and space are much less limiting factors, information is more important and accessible, traditional intermediaries are being replaced, and the consumer holds increasing amounts of power. The Internet is both an effect and a cause of this new economy, and has made companies of all sizes to transact business and exchange information electronically.

(7) Because information is easier to customize than hard goods, many companies are finding that the information portion of their products or services is becoming a larger part of the total value they offer customers. In the new economy, processing information is more powerful and cost-effective than moving physical products. Increasingly, the new economy is becoming less about the transfer of goods and more about the transfer of information. Information companies, such as Yahoo!, which have relatively few physical assets and employees, can enjoy disproportionately large market values in the new economy.

(8) The “informediary” is a new kind of middleman in the new economy that organizes information on the basis of customer needs.

(9) Buyers hold more power. They no longer have to travel to various physical locations to compare prices and services. Competing businesses that offer unique services or lower costs are just a mouse click away. Online shopping services such as S allow buyers to quickly locate and compare the prices and availability of competing products and services.

(10) He can visit for example, A Web site for auto specifications, vehicle reviews, manufacturer incentives, and dealer invoice price information, and then elect to submit a purchase request to a local accredited dealer or visit the AutobytelDirect virtual car lot to purchase a car and have it delivered.

2. Fill in the blanks with the proper forms of the phrases.

(1) shopping for
(2) beyond the scope of
(3) working on
(4) at best
(5) on a regular basis
(6) around the clock
(7) In place of
(8) keep up to date
(9) a wide variety of
(10) In a broad sense

3. Translation.

(1) Translate the following passage into Chinese.

据估计，到2001年，全球范围内的电子商务市场中，用户交易额将超过460亿美元，有15%的万维网的使用者已经使用电子商务来购买在线产品或服务。不管你是做何生意的，你都不可能忽视这样一个广大的群体。要成为这个群体中的一分子并且表明你有兴趣为他们服务，你就要登陆万维网。

在随便哪个市场上先把公司成立下来对于你生意的成功都是最基本的。初创过程中，有些基本信息你想宣传宣传如：你做什么，别人如何跟你联系。许多公司通过印名片和宣传册来传递这些基本信息。然而，名片和宣传册毕竟有局限性，而万维网站却能包括更详细的信息，而且可以随时更新。

有些公司通过当地的报纸来登它们开业的消息或为它们做新的促销宣传。然而不幸的是，相距地理位置遥远的人们可能看不到。而有了万维网站，任何地方的任何人，只要能上网，就有可能成为你的网站的潜在访客，并因此成为你的潜在顾客。

没有时间限制
万维网为公司提供了一个打开国际市场、建立关系网、出售产品和服务的机会，以及在任何时间做所有这些事情的能力。我们并不是都处在同一个时区，同样的日程安排。例如，你的公司可能是面向全世界的，而你的办公时间却不是。但是一个万维网站却能够一周七天每天二十四小时地为你的客户、顾客和合作者服务。

交流和建立关系网

商务活动的一个很重要的方面是与其他人建立联系或建立关系网。比如，递名片是每次成功会面的一个礼节，这样的会面可能会把对方变成顾客。有了万维网，你就能发更多的名片给全世界成百上千万的人。人们可以在任何时间在网上和你联系，既简单方便价钱又不贵。

信息

能够提供公司的基本的信息的一个例子是黄页广告：公司的业务，办公时间，联系方式，所处方位，付款方式等等。有了万维网，你就能够拥有一份可以即时交流的黄页广告。与纸做的广告不同的是，万维网还能让你加入多媒体信息——声音、图画和影像——到你公司的广告宣传中，来服务于你的潜在顾客。

(2)Translate the following passage into English.
We are living in a knowledge based society. Advances in information technology have made it possible for businesses to interact with speed and flexibility.
Electronic Commerce is firstly the product of a literate society. Its other essential ingredients are telecom infrastructure, computing and information technology tools. Absence of or imbalance in any one of these can be a major reason for lag in trade in the new millennium.
The history of electronic commerce is linked to two phenomena: the Internet and Electronic Data Interchange (EDI). Both of these date back to the 1960s, when the Internet was largely confined to research laboratories and educational institutes, while EDI became the medium of large corporations through Value Added Networks (VANs).
The breakthrough on the Internet came when the first application e-mail was launched in 1972, with the first public demonstration of the new network technology, ARPANET. This led to the development of a new version of the protocol to meet the needs of an open architecture network environment known as Text Control Protocol/Internet Protocol (TCP/IP). The eventual widespread use of the Internet became possible by the development of the World Wide Web (www).
While the terms Internet and electronic commerce have become virtually synonymous and widely popular, the extensive use of EDI by businesses seems to have been forgotten. But EDI's contribution to the business world cannot be written off. It has enabled millions of orders to be transmitted to various suppliers in a secure environment with a high level of reliability.

4. Reading Comprehension.

1. b 2. d 3. c 4. d 5. c 6. b 7. a 8. b 9. b 10. d

Chapter 2

1. Answer the questions on the text.

(1) There are three: organizational support systems, such as workflow and groupware - making businesses more efficient; customer contact databases - helping capture information about customers and facilitate new methods of marketing; electronic payment systems for goods and services - these are emerging, although the majority of payments are still based on relatively expensive traditional cheque clearance.

(2) Privacy, trust and security.

(3) Suspect, Prospect, Customer, Client, Partner, and Advocate. In the electronic society, it is still applicable, but now operates in a different fashion. The first three stages are often instantaneous in electronic commerce. The transition from customer to advocate relies on loyalty earned through trust. The instantaneous nature of the Internet makes this more difficult.

(4) Its main disadvantage lies in the requirement to involve three parties or more, to effect a single payment (increasing the complexity of co-ordination).

(5) To create a virtual banking association, which links the customer networks of the participating banks without reference to existing financial infrastructures.

(6) Process Adaptability; Support For Work; and Support For Information.

(7) It has a very high flexibility but there is little capability to support the business rules associated with the process.

(8) In intellectual property rights.

(9) In such a world, it would not only be possible to access your statement, mail your cash, pay your bills and transact all the usual business associated with a bank, but one in which it might also be possible to have your personal software agent automatically chase the best deposit rates and lowest overdraft rates.

(10) Electronic customers are no longer passive targets. They quickly become active partners and advocates -- introducing new customers without further encouragement from the supplier.

2. Fill in the blanks with the proper forms of the phrases.

(1) Given
(2) integrated with
(3) is likely to
(4) adapt to
(5) the advent of
(6) In terms of rise to
(7) take into account
(8) have given
(9) in relation to
(10) effect a payment

3. Translation.
(1) Translate the following passage into Chinese.

商业惯例

电子商务经常涉及陌生人之间的交易。然而，外表是可以骗人的，这里问题出来了：顾客怎么可能知道?

1. 一家公司是否真地按它说的执行对其产品和服务的定购呢？
2. 是否能保证产品，或这家公司是否允许退货？
3. 一家公司如何运用提交给它的信息？

电子商务具有匿名性的特点，这使得那些无耻之徒可以相对轻松地建立或是取消其电子身份。因此，人们非常有必要让他们与之打交道的公司,展示并遵守某些商业惯例。若没有遵守过商业惯例的历史这方面的信息和保证，顾客可能面临的风险如损失、被欺骗、不方便或期望值落空等就会增加。

信息保护

使顾客满怀信心地相信他们登陆的是正规的万维网站，并且这家公司采取了适当的措施来保护顾客的私人信息，这点很重要。虽然在互联网上建立一个万维网站是相对容易的，隐含的技术却包含多重信息保护和相关的安全问题。因此，互联网上传送的敏感信息可能会泄露出去。例如，如果没有基本的加密技术，顾客的信用卡号码就可能在传递过程中被拦截并盗取。如果没有合适的防火墙和其它安全惯例，一家公司的电子商务计算机系统上的顾客私人信息就可能有意或无意地提供给与公司业务无关的第三方。违反安全的行为可能也包括未经授权擅自通过互联网进入顾客的计算机。因此，从事电子商务的潜在顾客可能会寻找一种保证：公司具有行之有效的信息保护控制技术和具有保护顾客私人信息的历史。

(2)Translate the following passage into English.

Internet Security Issues

Many things working against the security of a Web system are unavoidable facts of the Internet. Therefore, a few fundamental principles must be understood to successfully approach the task of securing the Web system.

The Internet and the machines that connect to it are inherently insecure. The Internet was not built on a secure foundation. For much of the Internet's history, data traveled between hosts in an unencrypted, plaintext form. This data could readily be intercepted and read by a third party, potentially compromising passwords or important content. For electronic commerce, transmitting information in plaintext format was clearly not acceptable, given the transmission of private, financial, and other sensitive data. With the advent of security protocols, such as the Secure Sockets Layer (SSL), this problem of insecure data transmission has been largely remedied since data can now travel over the Internet in an encrypted form. Nonetheless, other Internet security concerns remain.

The modern Internet was built primarily on the use of servers running the UNIX operating system. Although some security controls were necessary to enable the Internet's use as a multiuser system, it was not long before holes were discovered that allowed unscrupulous users to penetrate system security. Although the security of UNIX systems has been vastly improved over the years, and other secure operating systems, such as Windows NT/2000, have been developed, the host security problem still exists. In fact, as more users and computers continue to be connected to the Internet and as additional vulnerabilities are discovered and exploited, the host security problem may never be completely resolved.

4. Supplementary Reading.

B. Reading Comprehension

1. b 2. d 3. a 4. b 5. c 6. d 7. a 8. d 9. d 10. d

Chapter 3

1． Answer the questions on the text.

(1) They are language and other cultural barriers, economic constraints, and the perplexing problem that countries around the world have faced in levying taxes on revenues of multinational companies produced via the Internet.

(2) It is used by a journalist to refer to the language barrier caused by the hundreds of languages and dialects in Asia by approximately 60 percent of the world population. This will certainly prevent people from communicating with each other.

(3) Some may arise from deeply held beliefs regarding such important matters as individual freedoms and the proper role of government agencies in overseeing a nation’s economy, and others may be triggered by simple routines, customs, or habits unique to given countries or regions of the world.

(4) The way lies in how to spur economic development and growth in those heavily populated regions of the world that could eventually prove to be important markets for online companies. Most economists believe that the only feasible answer to that question is sizable financial commitments by the major industrial countries to promoting economic development in those regions.

(5) Because many companies that export goods and services to foreign countries via the Internet or with the assistance of the Internet do not have a physical presence in those countries, the permanent establishment concept prevents source countries from levying taxes on those goods and services. Not surprisingly, countries that are net importers of electronic goods and services have insisted that the permanent establishment concept is outdated and unfair. A tax scholar suggests that as international e-commerce continues to grow, changes in the international tax regime will be necessary.

(6) First, to maintain the fiscal sovereignty of individual nations; second, to achieve a fair-sharing of the tax receipts produced by international e-commerce; and third, to avoid double taxation of international e-commerce revenues.

(7) First, Dell took a decentralized approach to its worldwide sales effort. “Dell created a common technology platform for each of its global sites, including a template for ordering and product information, which ensures a consistent user experience across the sites.” Once the management team for a new foreign site has been trained, that management team assumes responsibility for the site, including its “rollout” or launch. Dell has also established a local customer service group for each market that it serves. According to an executive of Dell’s worldwide division, “Every time a customer picks up the phone, they’re dealing with someone local.”

(8) The objective the company set is too big and impractical. It attempted to launch websites simultaneously in 18 countries, a task that the company did not have sufficient in-house expertise or financial resources to accomplish.

(9) They offer localization services to their clients. The services include helping clients find the right overseas markets to target, providing their clients with an array of services and products they can use to adapt their websites to the language, cultural idiosyncrasies, tax collection and reporting regulations, and other demands of those markets.

(10)The large market with morn than one billion potential customers. With the rapid development of its economy, China’s Internet users are vastly increasing. Currently, China has the third most Internet users in the world and will soon overtake Japan for second place behind the United States. Market researchers project that