考研英语值得背诵的阅读真题 音频(徐绽老师推荐)

@9401TheAmericaneconomicsystemisorganizedaroundabasicallyprivate-enterprise,market-orientedeconomyinwhichconsumerslargelydeterminewhatshallbeproducedbyspendingtheirmoneyinthemarketplaceforthosegoodsandservicesthattheywantmost.Privatebusinessmen,strivingtomakeprofits,producethesegoodsandservicesincompetitionwithotherbusinessmen;andtheprofitmotive,operatingundercompetitivepressures,largelydetermineshowthesegoodsandservicesareproduced.Thus,intheAmericaneconomicsystemitisthedemandofindividualconsumers,coupledwiththedesireofbusinessmentomaximizeprofitsandthedesireofindividualstomaximizetheirincomes,thattogetherdeterminewhatshallbeproducedandhowresourcesareusedtoproduceit.¡¡¡¡Animportantfactorinamarket-orientedeconomyisthemechanismbywhichconsumerdemandscanbeexpressedandrespondedtobyproducers.IntheAmericaneconomy,thismechanismisprovidedbyapricesystem,aprocessinwhichpricesriseandfallinresponsetorelativedemandsofconsumersandsuppliesofferedbyseller-producers.Iftheproductsisinshortsupplyrelativetothedemand,thepricewillbebidupandsomeconsumerswillbeeliminatedfromthemarket.If,ontheotherhand,producingmoreofacommodityresultsinreducingitscost,thiswilltendtoincreasethesupplyofferedbyseller-producers,whichinturnwilllowerthepriceandpermitmoreconsumerstobuytheproduct.Thus,priceistheregulatingmechanismintheAmericaneconomicsystem.¡¡¡¡Theimportantfactorinaprivate-enterpriseeconomyisthatindividualsareallowedtoownproductiveresources(privateproperty),andtheyarepermittedtohirelabor,gaincontrolovernaturalresources,andproducegoodsandservicesforsaleataprofit.IntheAmericaneconomy,theconceptofprivatepropertyembracesnotonlytheownershipofproductiveresourcesbutalsocertainrights,includingtherighttodeterminethepriceofaproductortomakeafreecontractwithanotherprivateindividual.elyfromA-typestock.B'sareimportantandshouldbeencouraged.@9505¡¡¡¡Thatexperiencesinfluencesubsequentbehaviourisevidenceofanobviousbutneverthelessremarkableactivitycalledremembering.Learningcouldnotoccurwithoutthefunctionpopularlynamedmemory.Constantpracticehassuchaseffectonmemoryastoleadtoskilfulperformanceonthepiano,torecitationofapoem,andeventoreadingandunderstandingthesewords.So-calledintelligentbehaviourdemandsmemory,rememberingbeingaprimaryrequirementforreasoning.Theabilitytosolveanyproblemoreventorecognizethataproblemexistsdependsonmemory.Typically,thedecisiontocrossastreetisbasedonrememberingmanyearlierexperiences.¡¡¡¡Practice(orreview)tendstobuildandmaintainmemoryforataskorforanylearnedmaterial.Overaperiodofnopracticewhathasbeenlearnedtendstobeforgotten;andtheadaptiveconsequencesmaynotseemobvious.Yet,dramaticinstancesofsuddenforgettingcanbeseentobeadaptive.Inthissense,theabilitytoforgetcanbeinterpretedtohavesurvivedthroughaprocessofnaturalselectioninanimals.Indeed,whenone'smemoryofanemotionallypainfulexperienceleadtoseriousanxiety,forgettingmayproducerelief.Nevertheless,anevolutionaryinterpretationmightmakeitdifficulttounderstandhowthecommonlygradualprocessofforgettingsurvivednaturalselection.¡¡¡¡Inthinkingabouttheevolutionofmemorytogetherwithallitspossibleaspects,itishelpfultoconsiderwhatwouldhappenifmemoriesfailedtofade.Forgettingclearlyaidsorientationintime,sinceoldmemoriesweakenandthenewtendtostandout,providingcluesforinferringduration.Withoutforgetting,adaptiveabilitywouldsuffer,forexample,learnedbehaviourthatmighthavebeencorrectadecadeagomaynolongerbe.Casesarerecordedofpeoplewho(byordinarystandards)forgotsolittlethattheireverydayactivitieswerefullofconfusion.Thisforgettingseemstoservethatsurvivaloftheindividualandthespecies.¡¡¡¡Anotherlineofthoughtassumesamemorystoragesystemoflimitedcapacitythatprovidesadaptiveflexibilityspecificallythroughforgetting.Inthisview,continualadjustmentsaremadebetweenlearningormemorystorage(input)andforgetting(output).Indeed,thereisevidencethattherateatwhichindividualsforgetisdirectlyrelatedtohowmuchtheyhavelearned.Suchdataoffersgrosssupportofcontemporarymodelsofmemorythatassumeaninput-outputbalance.@9603Inthelasthalfofthenineteenthcentury¡°capital¡±and¡°labour¡±wereenlargingandperfectingtheirrivalorganizationsonmodernlines.Manyanoldfirmwasreplacedbyalimitedliabilitycompanywithabureaucracyofsalariedmanagers.Thechangemetthetechnicalrequirementsofthenewagebyengagingalargeprofessionalelementandpreventedthedeclineinefficiencythatsocommonlyspoiledthefortunesoffamilyfirmsinthesecondandthirdgenerationaftertheenergeticfounders.Itwasmoreoverastepawayfromindividualinitiative,towardscollectivismandmunicipalandstate-ownedbusiness.Therailwaycompanies,thoughstillprivatebusinessmanagedforthebenefitofshareholders,wereveryunlikeoldfamilybusiness.Atthesametimethegreatmunicipalitieswentintobusinesstosupplylighting,tramsandotherservicestothetaxpayers.Thegrowthofthelimitedliabilitycompanyandmunicipalbusinesshadimportantconsequences.Suchlarge,impersonalmanipulationofcapitalandindustrygreatlyincreasedthenumbersandimportanceofshareholdersasaclass,anelementinnationalliferepresentingirresponsiblewealthdetachedfromthelandandthedutiesofthelandowners;andalmostequallydetachedfromtheresponsiblemanagementofbusiness.Allthroughthenineteenthcentury,America,Africa,India,AustraliaandpartsofEuropewerebeingdevelopedbyBritishcapital,andBritishshareholderswerethusenrichedbytheworld¡¯smovementtowardsindustrialization.TownslikeBournemouthandEastbournespranguptohouselarge¡°comfortable¡±classeswhohadretiredontheirincomes,andwhohadnorelationtotherestofthecommunityexceptthatofdrawingdividendsandoccasionallyattendingashareholders¡¯meetingtodictatetheirorderstothemanagement.Ontheotherhand¡°shareholding¡±meantleisureandfreedomwhichwasusedbymanyofthelaterVictoriansforthehighestpurposeofagreatcivilization.The¡°shareholders¡±assuchhadnoknowledgeofthelives,thoughtsorneedsoftheworkmenemployedbythecompanyinwhichheheldshares,andhisinfluenceontherelationsofcapitalandlabourwasnotgood.Thepaidmanageractingforthecompanywasinmoredirectrelationwiththemenandtheirdemands,butevenhehadseldomthatfamiliarpersonalknowledgeoftheworkmenwhichtheemployerhadoftenhadunderthemorepatriarchalsystemoftheoldfamilybusinessnowpassingaway.Indeedthemeresizeofoperationsandthenumbersofworkmeninvolvedrenderedsuchpersonalrelationsimpossible.Fortunately,however,theincreasingpowerandorganizationofthetradeunions,atleastinallskilledtrades,enabledtheworkmentomeetonequaltermsthemanagersofthecompanieswhoemployedthem.Thecrueldisciplineofthestrikeandlockouttaughtthetwopartiestorespecteachother¡¯sstrengthandunderstandthevalueoffairnegotiation.@9604WhataccountsforthegreatoutburstofmajorinventionsinearlyAmerica-breakthroughssuchasthetelegraph,thesteamboatandtheweavingmachine?Amongthemanyshapingfactors,Iwouldsingleoutthecountry¡¯sexcellentelementaryschools;alaborforcethatwelcomedthenewtechnology;thepracticeofgivingpremiumstoinventors;andabovealltheAmericangeniusfornonverbal,¡°spatial¡±thinkingaboutthingstechnological.Whymentiontheelementaryschools?Becausethankstotheseschoolsourearlymechanics,especiallyintheNewEnglandandMiddleAtlanticstates,weregenerallyliterateandathomeinarithmeticandinsomeaspectsofgeometryandtrigonometry.AcuteforeignobserversrelatedAmericanadaptivenessandinventivenesstothiseducationaladvantage.AsamemberofaBritishcommissionvisitingherein1853reported,¡°Withamindpreparedbythoroughschooldiscipline,theAmericanboydevelopsrapidlyintotheskilledworkman.¡±Afurtherstimulustoinventioncamefromthe¡°premium¡±system,whichprecededourpatentsystemandforyearsranparallelwithit.Thisapproach,originatedabroad,offeredinventorsmedals,cashprizesandotherincentives.IntheUnitedStates,multitudesofpremiumsfornewdeviceswereawardedatcountryfairsandattheindustrialfairsinmajorcities.Americansflockedtothesefairstoadmirethenewmachinesandthustorenewtheirfaithinthebeneficenceoftechnologicaladvance.Giventhisoptimisticapproachtotechnologicalinnovation,theAmericanworkertookreadilytothatspecialkindofnonverbalthinkingrequiredinmechanicaltechnology.AsEugeneFergusonhaspointedout,¡°Atechnologistthinksaboutobjectsthatcannotbereducedtounambiguousverbaldescriptions;theyaredealtwithinhismindbyavisual,nonverbalprocess...Thedesignerandtheinventor...areabletoassembleandmanipulateintheirmindsdevicesthatasyetdonotexist.¡±Thisnonverbal¡°spatial¡±thinkingcanbejustascreativeaspaintingandwriting.RobertFultononcewrote,¡°Themechanicshouldsitdownamonglevers,screws,wedges,wheels,etc.,likeapoetamongthelettersofthealphabet,consideringthemasanexhibitionofhisthoughts,inwhichanewarrangementtransmitsanewidea.¡±Whenalltheseshapingforces--schools,openattitudes,thepremiumsystem,ageniusforspatialthinking--interactedwithoneanotherontherichU.S.mainland,theyproducedthatAmericancharacteristic,emulation.Todaythatwordimpliesmereimitation.Butinearliertimesitmeantafriendlybutcompetitivestrivingforfameandexcellence.@9701¡¡¡¡Itwas3:45inthemorningwhenthevotewasfinallytaken.Aftersixmonthsofarguingandfinal16hoursofhotparliamentarydebates,Australia'sNorthernTerritorybecamethefirstlegalauthorityintheworldtoallowdoctorstotakethelivesofincurablyillpatientswhowishtodie.Themeasurepassedbytheconvincingvoteof15to10.AlmostimmediatelywordflashedontheInternetandwaspickedup,halfaworldaway,byJohnHofsess,executivedirectoroftheRighttoDieSocietyofCanada.Hesentitonviathegroup'son-lineservice,DeathNET.SaysHofsess:"Wepostedbulletinsalldaylong,becauseofcoursethisisn'tjustsomethingthathappenedinAustralia.It'sworldhistory."¡¡¡¡Thefullimportmaytakeawhiletosinkin.TheNTRightsoftheTerminallyIlllawhasleftphysiciansandcitizensaliketryingtodealwithitsmoralandpracticalimplications.Somehavebreathedsighsofrelief,others,includingchurches,right-to-lifegroupsandtheAustralianMedicalAssociation,bitterlyattackedthebillandthehasteofitspassage.Butthetideisunlikelytoturnback.InAustralia¡ªwhereanagingpopulation,life-extendingtechnologyandchangingcommunityattitudeshaveallplayedtheirpart¡ªotherstatesaregoingtoconsidermakingasimilarlawtodealwitheuthanasia.IntheUSandCanada,wheretheright-to-diemovementisgatheringstrength,observersarewaitingforthedominoestostartfalling.¡¡¡¡UnderthenewNorthernTerritorylaw,anadultpatientcanrequestdeath¡ªprobablybyadeadlyinjectionorpill¡ªtoputanendtosuffering.Thepatientmustbediagnosedasterminallyillbytwodoctors.Aftera"coolingoff"periodofsevendays,thepatientcansignacertificateofrequest.After48hoursthewishfordeathcanbemet.ForLloydNickson,a54-year-oldDarwinresidentsufferingfromlungcancer,theNTRightsofTerminallyIlllawmeanshecangetonwithlivingwithoutthehauntingfearofhissuffering:aterrifyingdeathfromhisbreathingcondition."I'mnotafraidofdyingfromaspiritualpointofview,butwhatIwasafraidofwashowI'dgo,becauseI'vewatchedpeopledieinthehospitalfightingforoxygenandclawingattheirmasks,"hesays.@9702¡¡¡¡AreportconsistentlybroughtbackbyvisitorstotheUSishowfriendly,courteous,andhelpfulmostAmericansweretothem.Tobefair,thisobservationisalsofrequentlymadeofCanadaandCanadians,andshouldbestbeconsideredNorthAmerican.Thereare,ofcourse,exceptions.Small-mindedofficials,rudewaiters,andill-manneredtaxidriversarehardlyunknownintheUS.Yetitisanobservationmadesofrequentlythatitdeservescomment.¡¡¡¡Foralongperiodoftimeandinmanypartsofthecountry,atravelerwasawelcomebreakinanotherwisedullexistence.Dullnessandlonelinesswerecommonproblemsofthefamilieswhogenerallyliveddistantfromoneanother.Strangersandtravelerswerewelcomesourcesofdiversion,andbroughtnewsoftheoutsideworld.¡¡¡¡Theharshrealitiesofthefrontieralsoshapedthistraditionofhospitality.Someonetravelingalone,ifhungry,injured,orill,oftenhadnowheretoturnexcepttothenearestcabinorsettlement.Itwasnotamatterofchoiceforthetravelerormerelyacharitableimpulseonthepartofthesettlers.Itreflectedtheharshnessofdailylife:ifyoudidn'ttakeinthestrangerandtakecareofhim,therewasnooneelsewhowould.Andsomeday,remember,youmightbeinthesamesituation.¡¡¡¡Todaytherearemanycharitableorganizationswhichspecializeinhelpingthewearytraveler.Yet,theoldtraditionofhospitalitytostrangersisstillverystrongintheUS,especiallyinthesmallercitiesandtownsawayfromthebusytouristtrails."Iwasjusttravelingthrough,gottalkingwiththisAmerican,andprettysoonheinvitedmehomefordinner¡ªamazing."SuchobservationsreportedbyvisitorstotheUSarenotuncommon,butarenotalwaysunderstoodproperly.ThecasualfriendlinessofmanyAmericansshouldbeinterpretedneitherassuperficialnorasartificial,butastheresultofahistoricallydevelopedculturaltradition.¡¡¡¡Asistrueofanydevelopedsociety,inAmericaacomplexsetofculturalsignals,assumptions,andconventionsunderliesallsocialinterrelationships.And,ofcourse,speakingalanguagedoesnotnecessarilymeanthatsomeoneunderstandssocialandculturalpatterns.Visitorswhofailto"translate"culturalmeaningsproperlyoftendrawwrongconclusions.Forexample,whenanAmericanusestheword"friend",theculturalimplicationsofthewordmaybequitedifferentfromthoseithasinthevisitor'slanguageandculture.Ittakesmorethanabriefencounteronabustodistinguishbetweencourteousconventionandindividualinterest.Yet,beingfriendlyisavirtuethatmanyAmericansvaluehighlyandexpectfrombothneighborsandstrangers.@9705Muchofthelanguageusedtodescribemonetarypolicy,suchas¡°steeringtheeconomytoasoftlanding¡±or¡°atouchonthebrakes,¡±makesitsoundlikeaprecisescience.Nothingcouldbefurtherfromthetruth.Thelinkbetweeninterestratesandinflationisuncertain.Andtherearelong,variablelagsbeforepolicychangeshaveanyeffectontheeconomy.Hencetheanalogythatlikenstheconductofmonetarypolicytodrivingacarwithablackenedwindscreen,acrackedrear-viewmirrorandafaultysteeringwheel.Givenallthesedisadvantages,centralbankersseemtohavehadmuchtoboastaboutoflate.Averageinflationinthebigsevenindustrialeconomiesfelltoamere2.3%lastyear,closetoitslowestlevelin30years,beforerisingslightlyto2.5%thisJuly.Thisisalongwaybelowthedouble-digitrateswhichmanycountriesexperiencedinthe1970sandearly1980s.Itisalsolessthanmostforecastershadpredicted.Inlate1994thepanelofeconomistswhichTheEconomistpollseachmonthsaidthatAmerica¡¯sinflationratewouldaverage3.5%in1995.Infact,itfellto2.6%inAugust,andisexpectedtoaverageonlyabout3%fortheyearasawhole.InBritainandJapaninflationisrunninghalfapercentagepointbelowtheratepredictedattheendoflastyear.Thisisnoflashinthepan,overthepastcoupleofyears,inflationhasbeenconsistentlylowerthanexpectedinBritainandAmerica.EconomistshavebeenparticularlysurprisedbyfavorableinflationfiguresinBritainandtheUnitedStates,sinceconventionalmeasuressuggestthatbotheconomies,andespeciallyAmerica¡¯s,havelittleproductiveslack.America¡¯scapacityutilization,forexample,hithistoricallyhighlevelsearlierthisyear,anditsjoblessrate(5.6%inAugust)hasfallenbelowmostestimatesofthenaturalrateofunemployment--theratebelowwhichinflationhastakenoffinthepast.Whyhasinflationprovedsomild?Themostthrillingexplanationis,unfortunately,alittledefective.Someeconomistsarguethatpowerfulstructuralchangesintheworldhaveupendedtheoldeconomicmodelsthatwerebaseduponthehistoricallinkbetweengrowthandinflation.@9801Fewcreationsofbigtechnologycapturetheimaginationlikegiantdams.Perhapsitishumankind¡¯slongsufferingatthemercyoffloodanddroughtthatmakestheidealofforcingthewaterstodoourbiddingsofascination.Buttobefascinatedisalso,sometimes,tobeblind.Severalgiantdamprojectsthreatentodomoreharmthangood.Thelessonfromdamsisthatbigisnotalwaysbeautiful.Itdoesn¡¯thelpthatbuildingabig,powerfuldamhasbecomeasymbolofachievementfornationsandpeoplestrivingtoassertthemselves.Egypt¡¯sleadershipintheArabworldwascementedbytheAswanHighDam.Turkey¡¯sbidforFirstWorldstatusincludesthegiantAtaturkDam.Butbigdamstendnottoworkasintended.TheAswanDam,forexamplestoppedtheNilefloodingbutdeprivedEgyptofthefertilesiltthatfloodsleft-allinreturnforagiantreservoirofdiseasewhichisnowsofullofsiltthatitbarelygenerateselectricity.Andyet,themythofcontrollingthewaterspersists.Thisweek,intheheartofcivilizedEurope,SlovaksandHungariansstoppedjustshortofsendinginthetroopsintheircontentionoveradamontheDanube.Thehugecomplexwillprobablyhavealltheusualproblemsofbigdams.ButSlovakiaisbiddingforindependencefromtheCzechs,andnowneedsadamtoproveitself.Meanwhile,inIndia,theWorldBankhasgiventhegoaheadtotheevenmorewrongheadedNarmadaDam.Andthebankhasdonethiseventhoughitsadvisorssaythedamwillcausehardshipforthepowerlessandenvironmentaldestruction.Thebenefitsareforthepowerful,buttheyarefarfromguaranteed.Proper,scientificstudyoftheimpactsofdamsandofthecostandbenefitsofcontrollingwatercanhelptoresolvetheseconflicts.Hydroelectricpowerandfloodcontrolandirrigationarepossiblewithoutbuildingmonsterdams.Butwhenyouaredealingwithmyths,itishardtobeeitherproper,orscientifid.ItistimethattheworldlearnedthelessonsofAswan.Youdon¡¯tneedadamtobesaved.@9805Scatteredaroundtheglobearemorethan100smallregionsofisolatedvolcanicactivityknowntogeologistsashotspots.Unlikemostoftheworld¡¯svolcanoes,theyarenotalwaysfoundattheboundariesofthegreatdriftingplatesthatmakeuptheearth¡¯ssurface;onthecontrary,manyofthemliedeepintheinteriorofaplate.Mostofthehotspotsmoveonlyslowly,andinsomecasesthemovementoftheplatespastthemhaslefttrailsofdeadvolcanoes.Thehotspotsandtheirvolcanictrailsaremilestonesthatmarkthepassageoftheplates.Thattheplatesaremovingisnowbeyonddispute.AfricaandSouthAmerica,forexample,aremovingawayfromeachotherasnewmaterialisinjectedintotheseafloorbetweenthem.Thecomplementarycoastlinesandcertaingeologicalfeaturesthatseemtospantheoceanareremindersofwherethetwocontinentswereoncejoined.Therelativemotionoftheplatescarryingthesecontinentshasbeenconstructedindetail,butthemotionofoneplatewithrespecttoanother,cannotreadilybetranslatedintomotionwithrespecttotheearth¡¯sinterior.Itisnotpossibletodeterminewhetherbothcontinentsaremovinginoppositedirectionsorwhetheronecontinentisstationaryandtheotherisdriftingawayfromit.Hotspots,anchoredinthedeeperlayersoftheearth,providethemeasuringinstrumentsneededtoresolvethequestion.Fromananalysisofthehot-spotpopulationitappearsthattheAfricanplateisstationaryandthatithasnotmovedduringthepast30millionyears.Thesignificanceofhotspotsisnotconfinedtotheirroleasaframeofreference.Itnowappearsthattheyalsohaveanimportantinfluenceonthegeophysicalprocessesthatpropeltheplatesacrosstheglobe.Whenacontinentalplatecomestorestoverahotspot,thematerialrisingfromdeeperlayerscreatesabroaddome.Asthedomegrows,itdevelopsdeepfissures(cracks);inatleastafewcasesthecontinentmaybreakentirelyalongsomeofthesefissures,sothatthehotspotinitiatestheformationofanewocean.Thusjustasearliertheorieshaveexplainedthemobilityofthecontinents,sohotspotsmayexplaintheirmutability(inconstancy).@9901It¡¯saroughworldoutthere.Stepoutsideandyoucouldbreakalegslippingonyourdoormat.Lightupstoveandyoucouldburndownthehouse.Luckily,ifthedoormatorstovefailedtowarnofcomingdisaster,asuccessfullawsuitmightcompensateyouforyourtroubles.Orsothethinkinghasgonesincetheearly1980s,whenjuriesbeganholdingmorecompaniesliablefortheircustomers¡¯misfortunes.Feelingthreatened,companiesrespondedbywritingever-longerwarninglabels,tryingtoanticipateeverypossibleaccident.Today,stepladderscarrylabelsseveralincheslongthatwarn,amongotherthings,thatyoumight¡ªsurprise!¡ªfalloff.Thelabelonachild¡¯sBatmancapecautionsthatthetoy¡°doesnotenableusertofly.¡±Whilewarningsareoftenappropriateandnecessary¡ªthedangersofdruginteractions,forexample¡ªandmanyarerequiredbystateorfederalregulations,itisn¡¯tclearthattheyactuallyprotectthemanufacturersandsellersfromliabilityifacustomerisinjured.About50percentofthecompanieslosewheninjuredcustomerstakethemtocourt.Nowthetideappearstobeturning.Aspersonalinjuryclaimscontinueasbefore,somecourtsarebeginningtosidewithdefendants,especiallyincaseswhereawarninglabelprobablywouldn¡¯thavechangedanything.InMay,JulieNimmons,presidentofSchuttSportsinIllinois,successfullyfoughtalawsuitinvolvingafootballplayerwhowasparalyzedinagamewhilewearingaSchutthelmet.¡°We¡¯rereallysorryhehasbecomeparalyzed,buthelmetsaren¡¯tdesignedtopreventthosekindsofinjuries,¡±saysNimmon.Thejuryagreedthatthenatureofthegame,notthehelmet,wasthereasonfortheathlete¡¯sinjury.Atthesametime,theAmericanLawInstitute¡ªagroupofjudges,lawyers,andacademicswhoserecommendationscarrysubstantialweight¡ªissuednewguidelinesfortortlawstatingthatcompaniesneednotwarncustomersofobviousdangersorbombardthemwithalengthylistofpossibleones.¡°Importantinformationcangetburiedinaseaoftrivialities,¡±saysalawprofessoratCornellLawSchoolwhohelpeddraftthenewguidelines.Ifthemoderateendofthelegalcommunityhasitsway,theinformationonproductsmightactuallybeprovidedforthebenefitofcustomersandnotasprotectionagainstlegalliability.@9902InthefirstyearorsoofWebbusiness,mostoftheactionhasrevolvedaroundeffortstotaptheconsumermarket.Morerecently,astheWebprovedtobemorethanafashion,companieshavestartedtobuyandsellproductsandserviceswithoneanother.Suchbusiness-to-businesssalesmakesensebecausebusinesspeopletypicallyknowwhatproductthey¡¯relookingfor.Nonetheless,manycompaniesstillhesitatetousetheWebbecauseofdoubtsaboutitsreliability."Businessesneedtofeeltheycantrustthepathwaybetweenthemandthesupplier,"sayssenioranalystBlaneErwinofForresterResearch.Somecompaniesarelimitingtheriskbyconductingonlinetransactionsonlywithestablishedbusinesspartnerswhoaregivenaccesstothecompany¡¯sprivateinternet.AnothermajorshiftinthemodelforInternetcommerceconcernsthetechnologyavailableformarketing.Untilrecently,Internetmarketingactivitieshavefocusedonstrategiesto"pull"customersintosites.Inthepastyear,however,softwarecompanieshavedevelopedtoolsthatallowcompaniesto"push"informationdirectlyouttoconsumers,transmittingmarketingmessagesdirectlytotargetedcustomers.Mostnotably,thePointcastNetworkusesascreensavertodeliveracontinuallyupdatedstreamofnewsandadvertisementstosubscribers¡¯computermonitors.Subscriberscancustomizetheinformationtheywanttoreceiveandproceeddirectlytoacompany¡¯sWebsite.CompaniessuchasVirtualVineyardsarealreadystartingtousesimilartechnologiestopushmessagestocustomersaboutspecialsales,productofferings,orotherevents.ButpushtechnologyhasearnedthecontemptofmanyWebusers.Onlineculturethinkshighlyofthenotionthattheinformationflowingontothescreencomestherebyspecificrequest.Oncecommercialpromotionbeginstofillthescreenuninvited,thedistinctionbetweentheWebandtelevisionfades.That¡¯saprospectthathorrifiesNetpurists.ButitishardlyinevitablethatcompaniesontheWebwillneedtoresorttopushstrategiestomakemoney.TheexamplesofVirtualVineyards,A,andotherpioneersshowthataWebsitesellingtherightkindofproductswiththerightmixofinteractivity,hospitality,andsecuritywillattractonlinecustomers.Andthecostofcomputingpowercontinuestofreefall,whichisagoodsignforanyenterprisesettingupshopinsilicon.Peoplelookingback5or10yearsfromnowmaywellwonderwhysofewcompaniestooktheonlineplunge.@0001Ahistoryoflongandeffortlesssuccesscanbeadreadfulhandicap,but,ifproperlyhandled,itmaybecomeadrivingforce.WhentheUnitedStatesenteredjustsuchaglowingperiodaftertheendoftheSecondWorldWar,ithadamarketeighttimeslargerthananycompetitor,givingitsindustriesunparalleledeconomiesofscale.Itsscientistsw