新标准大学英语综合教程4，新标准大学英语综合教程4课后答案？
Unit 1 Going， going， gone?
兴隆，兴隆，然后会倒闭吗？
Will eBay’s unique relationship with its consumers become a casualty of the auction site’s success?
拍卖网站的成功会损害eBay与消费者的独特关系吗？
1 Meet the People‘s Company. Like a democracy， it can be a noisy place where citizens sometimes think (that) [the people in charge] have no idea what they’re doing. But at eBay， the online auction site， the people are in charge. Its customers — the 70million buyers and sellers who trade here —have the kind of influence [that most consumers and businesses can only dream of]. It’s true， eBay has a business model that doesn’t require carrying any inventory. But the real secret of eBay’s unlikely success is this: it’s a master at capturing the awesome communications power of the Internet， （a master at）tracking customers’ every movement so new products and services are tailored to just what they（=customers） want.
1 认识民众公司。就像民主国家一样，它可能是一个嘈杂的地方，公民有时认为负责人不知道他们在做什么。但对于在线拍卖网站eBay来说，人们自己负责。它的客户——在这里交易的7000万买家和卖家——拥有大多数消费者和企业梦寐以求的影响力。的确，eBay的商业模式不需要准备任何库存。但eBay如此成功的真正秘诀在于：它是捕捉互联网令人敬畏的通信能力的大师，跟踪客户的一举一动，以便根据他们的需求为客户量身定制新产品和服务。
2 eBay’s customers are its product development， market research， merchandising and sales department —all rolled into one. It’s not just that they have made eBay into a global marketplace for almost anything. from a $1 baseball card to a$4.9m Gulfstream2 jet， eBay’s customers also tell the world about eBay by word of mouth. They crowd online discussion boards， share tips， point out glitches， and lobby for changes. eBay’s customers even police (巡查，监管) the site by rating each other. Imagine a retailer trying to do this: interview every single person leaving every store， post a list of what each thought of the shopping experience， ask them to write up a merchandising plan and call suppliers to arrange deliveries — and oh， by the way， could they keep an eye out for shoplifting? That’s （they keep an eye out for…） what eBay’s customers voluntarily do each day.
2 eBay的客户是其产品开发，市场研究，销售和销售部门 – 所有这些都融为一体。这不仅仅是因为他们已经将eBay变成了销售几乎任何东西的全球市场——从1美元的棒球卡到价值490万美元的湾流牌喷气式飞机，eBay的客户也通过口口相传向世界关于eBay的信息。他们挤满了在线讨论板，分享提示，指出故障，并游说进行更改。eBay的客户甚至通过相互评级来监督该网站。想象一下，一家零售商试图这样做：采访每一个离开每家商店的人，发布一份每个人对购物体验的看法清单，要求他们写一份商品销售计划，并打电话给供应商安排送货——哦，顺便说一句，他们能留意入店行窃吗？这就是eBay的客户每天自愿做的事情。
3 Back in 1995， when Pierre Omidyar unveiled Auction Web， he had much more in mind than simply helping his girlfriend trade Pez dispensers. He aimed to create a market for a wide range of goods， but with a difference. “I wanted to give the power of the market back to individuals，” says Omidyar， his biggest breakthrough was the Feedback Forum， a rating system that makes it easy for buyers and sellers to grade each transaction. Amazingly， it works. And positive ratings， which translate （转化，转换） to more sales， keep people from going to other sites.
3 早在1995年，当皮埃尔·奥米迪亚（Pierre Omidyar）推出拍卖网时，他的想法不仅仅是帮助女友销售Pez糖果分配器。他的目标是为各种各样的商品创造一个市场，但要有所不同。"我想把市场的力量还给个人，"Omidyar说，他最大的突破是反馈论坛，这是一个评级系统，使买家和卖家可以轻松地对每笔交易进行评分。神奇的是，它很有效。而积极的评级，会转化为更多的销售，并阻止人们去其他网站。
4 Some of its most effective ways of getting user input， though， don’t depend on the Internet. Since early 1999， eBay has regularly flown in groups of sellers and buyers to its headquarters in California to interview them， asking for their views on new features and policies. The result: fewer problems. Even when something does go wrong， eBay can respond quickly. 'They can essentially negotiate with 50，000 users at once and make it work，” says Munjal Shah， CEO of Andale.
4 不过，一些最有效的获取用户投入的方式并不依赖于互联网。从 1999 年初开始， eBay 就定期组织卖家和买家组团飞往加州总部采访他们，询问他们对新功能和新政策的看法。结果是：更少的问题。即使出了问题， eBay 也能迅速做出反应。"他们可以同时与 5 万个用户进行谈判，并使其成功，“Andale4 首席执行官 Mun jal Shah 表示。
5 Most of all， eBay simply watches. Almost all of its fastest-growing new categories grew out of observing seller activity. After noticing random car sales， eBay created a separate site called eBay Motors This year， eBay expects to gross some $3.8bn worth of autos and parts — many of them sold by dealers. lt’s the way of the future， says Bradley Bonifacius， Internet manager at Dean Stallings Ford， Inc.
5 最重要的是， eBay 只是单纯地观察。几乎所有增长最快的新品类都源于eBay对卖家活动的观察。在注意到随机的汽车销售后， eBay 创建了一个名为 eBay Motors 的独立网站。今年， eBay 预计汽车及零部件总销售额约为 38 亿美元，其中许多由经销商出售。福特汽车维护公司的互联网经理 布莱德利.博尼法西斯 说：这是未来的趋势。
6 eBay business is the company’s latest offering; a new site providing businesses with an e-commerce platform. It’s exciting new territory — and dangerous (territory). Many rivals aim to be the biggest places for e-commerce， too， and some are making fast progress. But there’s a bigger question. Can eBay’s values survive such grand ambitions? Omidyar worries that the growing participation of large commercial sellers could dilute eBay’s unique culture. “If we lose that， we’ ve pretty much lost everything，” he says. eBay’s people power made building a business simple compared with everything [conventional companies must do]. Keeping in touch with all those customers from here on won’t be easy.
6 eBay 企业业务是该公司最新推出的一个新网站，为企业提供一个电子商务平台。这是一个令人兴奋的新领域，也是充满危险的新领域。许多竞争对手也把目标设定为成为电子商务最大平台，并且有些竞争对手正在快速成长。但还有一个更大的问题。eBay 的价值观能否在这样宏大的野心中生存下去？Omidyar 担心越来越多的大型企业卖家的参与，会冲淡 eBay 独特的文化。“如果我们失去了这一切，我们几乎失去了一切，”他说。与传统公司必须做的一切相比， eBay 的人力资源使建立一个企业变得简单。从现在开始与所有这些顾客保持联系并不容易。
洪岩英语，不一样的视角。
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