文小秘 陈铃 2020-08-30 22:09:34
学会这些小窍门, 识别GRE考试阅读错误选项易如反掌，我们来看看吧，下面小编就和大家分享，来欣赏一下吧。
学会这些小窍门 识别GRE考试阅读错误选项易如反掌
如何辨别GRE阅读中的各类错误干扰选项?
GRE阅读题中存在的干扰选项主要有以下几种：
1. 偏题项
这类选项比较隐蔽，其表现形式往往是内容本身是正确的，但说偏了没抓住重点，不是文章的主线。考生很容易跟正确选项混淆而选择它。
2. 反义项
有些题目本身比较长，加上一些否定和双重否定等，考生就容易理解错误，而特别设置的部分反义项，就往往会等着考生自己被绕晕了以后自投罗网。
3. 错位项
还有些错误选项，主题和修饰错位，或者把不相关的内容拼凑在一起，看似哪边都沾一点关系，其实本身却是错位选项，也很容易影响考生的判断。
4. 极端项
极端项其实是比较明显的错误干扰选项，常会使用一些代表主观判断的最高级词汇比如best/most/least，唯一性词汇比如only、alone或者比较级词汇比如better、worse等。这些选项表现出一种极端的不容否定的态度。看似很有道理其实却并正确。
5. 未提项
这种错误选项陷阱也比较常见，故意给出一些看似很有联系的新信息点，说得头头是道，考生如果因为文章篇幅较长没有阅读全文，就会以为自己没看仔细，其实这些所谓的信息都是一些根本没有出现在文章中完全和题目无关的未提及选项。
6. 主观项
这种错误选项的制定思路是根据一些常识性的推断，引导考生做出的判断，其本身带有很强的主观性，而并不是客观的事实，如果考生不加注意就很容易被带歪思路。
下面小编分享一篇GMAT阅读真题文章，帮助大家加深理解：
By far the most popular United States literature of its time was a body of now-neglected novels written between 1820 and 1870 by, for, and about women. According to Nina Baym, who has termed this genre “woman’s fiction,” the massive popularity of these novels claimed a place for women in the writing profession. The novels chronicle the experiences of women who, beset with hardships, find within themselves qualities of intelligence, will, resourcefulness, and courage sufficient to overcome their obstacles. According to Baym, the genre began with Catharine Sedgwick’s New-England Tale (1822), manifested itself as the best-selling reading matter of the American public in the unprecedented sales of Susan Warner’s Wide, Wide World (1850), and remained a dominant fictional type until after 1870. The critical, as opposed to popular, reception of these novels in their own time was mixed. Theoretical opposition by those who saw fiction as a demoralizing and corrupting influence was by no means dead in mid-nineteenth-century America, and popular successes naturally bore a significant proportion of the attack. The moralistic tone of much woman’s fiction did not placate these antagonists; on the contrary, many clerical opponents of the novel thought that women were trying to take over the clergy’s functions and hence attacked all the more fiercely. Similarly, some male authors, disgruntled by the emergence of great numbers of women writers, expressed contempt for the genre.
On the other hand, the women had a powerfully ally--their publishers, who not only put these works into print but advertised them widely and enthusiastically. Some few reviewers wrote about these works with attention and respect, distinguishing between the works of the different authors and identifying individual strengths and weaknesses. These approving contemporary critics were particularly alert to each writer’s contribution to the depiction of American social life, especially to regional differences in manners and character types. On the whole, however, even these laudatory critics showed themselves uninterested in the stories that this fiction told, or in their significance.
Baym acknowledges that these novels are tell--with variations--a single familiar tale, and correctly notes that this apparent lack of artistic innovation has been partly responsible for their authors’ exclusion from the canon of classic American writers traditionally studied in university literature courses. Baym points out, however, that unlike such male contemporaries as Nathaniel Hawthorne, these women did not conceive of themselves as “artists,” but rather as professional writers with work to do and a living to be made from fulfilling an obligation to their audience. This obligation included both entertainment and instruction, which are not, says Baym, at odds with one another in these books, nor is entertainment the sweet coating on a didactic pill. Rather, the lesson itself is an entertainment: the central character’s triumph over adversity is profoundly pleasurable to those readers who identify with her.
1. The passage is primarily concerned with
A. Summarizing the major contributions of two influential writers
B. Describing and commenting on a group of literary works
C. Summarizing the major events of a period of literary history
D. Contrasting two types of literary works from the same era
E. Arguing for the adopting of several neglected literary works into university curriculums
参考答案：B
2. The author of the passage cites Susan Warner’s Wide, Wide World most probably as an example of a woman’s novel that
A. Had more advanced artistic elements than many of its type
B. Attracted an excessive amount of critical attention
C. Was found to be inappropriately moralistic by many members of the clergy
D. Was significant as an indicator of the genre’s popularity
E. Signaled the gradual decline of the size of the genre’s audience
参考答案：D.
3. The author of the passage implies which of the following about the members of the clergy mentioned in the first paragraph?
A. They also opposed works of fiction that were outside the genre of woman’s fiction.
B. They opposed journalism as well as imaginative writing.
C. Their influence reached its pinnacle in the mid-nineteenth century.
D. They were unable to obtain the support of other critics for their views.
E. Their attacks on the genre of the novel did not extend to novels written by male writers.
参考答案：E.
4.Which of the following can be inferred from the passage concerning the majority of the nineteenth-century reviewers of woman’s fiction?
A. They considered the position taken by the clergy in regard to woman’s fiction self-serving.
B. They did not make fine distinctions between different authors.
C. They placed a higher value on plot than on social significance.
D. They subscribed to the view of writers as purveyors of popular entertainment rather than as artists.
E. They felt that the literary market was saturated with novels by and about women.
参考答案：C.
这篇长篇阅读的4道题目中，就有许多选项包含了上述提到的六种错误选项，每道题目中都有1个或者数个选项存在问题，有些题目5个选项中就包括了几种错误。大家不妨结合正确答案，对比查看一下具体错误选项类型。
重视阅读错误选项才能避免受到影响
之所以要特别列出阅读中的错误选项，是因为这种选项对于考生阅读部分的正确率杀伤率极高。比起其它一目了然的数学或者填空题，GRE阅读要解题首先就要读文章，很多考生读完文章，特别是长篇文章后，本身思路已经有些混乱，再被这些干扰选项祸害一下，很容易就会出现连续错误。而许多考生对于GRE阅读存在的畏惧情绪和心理阴影，其实也往往是由错误选项导致的。
总而言之，GRE阅读中的错误选项，值得各位考生的重视。大家如果想要在GRE阅读中有所表现，拿到高分，就必须学会上文提到的各类辨别方法，及时发现错误选项，顺利应对好长篇阅读。
GRE课外阅读材料为我们解密 什么促使摩天大楼向更高处伸展?
A new lightweight lift cable will let buildings soar ever upward.WHEN Elisha Otis stood on a platform at the 1854 World Fair in New York and ordered an axeman to cut the rope used to hoist him aloft, he changed cityscapes for ever.To the amazement of the crowd his new safety lift dropped only a few inches before being held by an automatic braking system.This gave people the confidence to use what Americans insist on calling elevators.That confidence allowed buildings to rise higher and higher.
一种新型的轻型升降梯将会让建筑继续向更高处发展.当艾利沙·奥的斯在1854年纽约世界博览会上站在一个高楼的阳台下，命令一个持斧的人砍断那个把他带到高空的绳索时，他彻底改变了人们对城市景观的印象。为了吸引人群的眼光，在新的自动制动系统起动前，他只让他的新安全电梯降落了几英寸。这让人们在使用电梯时-美国人坚持这个称呼有了足够的信心，也正是缘于这种信心，后来的建筑造得越来越高。
They could soon go higher still, as a result of another breakthrough in lift technology.This week Kone, a Finnish liftmaker, announced that after a decade of development at its laboratory in Lohja, which sits above a 333-metre-deep mineshaft which the firm uses as a test bed, it has devised a system that should be able to raise an elevator a kilometre or more.This is twice as far as the things can go at present.Since the effectiveness of lifts is one of the main constraints on the height of buildings, Kone's technology—which replaces the steel cables from which lift cars are currently suspended with ones made of carbon fibres—could result in buildings truly worthy of the name “skyscraper”.
当另一种升降技术取得突破后，很快，高楼大厦将会继续往更高处发展。本周，一家荷兰的电梯制造者—通力声称，该公司位于洛雅的实验室—该实验室坐落于一个333米深的，用于试验的矿井上方—经过数十年的研究，开发了一种可以让电梯升高到一公里甚至更高的系统。这个高度是现在电梯可以达到高度的二倍。因为电梯高度是建筑物高度的主要制约因素之一，所以通力的技术—将以碳纤维取代目前技术中，让升降车悬浮于半空的钢索—会让那些摩天大楼能够真正配得上这个名字。
这篇阅读材料还有MP3音频哦!下载>>传送门
The problem with steel cables is that they are heavy.Any given bit of rope has to pull up not only the car and the flexible travelling cables that take electricity and communications to it, but also all the rope beneath it.The job is made easier by counterweights.But even so in a lift 500 metres tall steel ropes account for up to three-quarters of the moving mass of the machine.Shifting this mass takes energy, so taller lifts are more expensive to run.
钢索的不足就是它们太重了。任何指定的绳索除了要承载汽车和柔性移动电缆—让电力和通信可以和它连接起来的电缆—的重量，还要承担它们下面所有绳索的重力。而这些如果借助平衡力的话会轻松得多。但是，即使在一个500米高的电梯中，钢索的重量也高达整个机械移动重量的四分之三。而要移动这个重量就很耗能，因此越高的电梯，它的运行成本就越高。
And adding to the mass, by making the ropes longer, would soon come uncomfortably close to the point where the steel would snap under the load.Kone says it is able to reduce the weight of lift ropes by around 90% with its carbon-fibre replacement, dubbed UltraRope.Roped togetherCarbon fibres are both stronger and lighter than steel.In particular, they have great tensile strength, meaning they are hard to break when their ends are pulled.
在绳索越来越长的情况下，移动的重量也会越来越大，这样就会很快达到钢索的承重极限，而这些会让人们感到不安。通力表示，用碳纤维取代钢索可以让升降索的重量减少约90%，他们称之为“超级钢丝绳”。牢牢捆在一起碳纤维绳索比钢索更牢，却更轻。通常，它们的拉伸强度很高，就是说当用力拉它们的两端时，它们很难会被拉断。
That strength comes from the chemical bonds between carbon atoms: the same sort that give strength to diamonds.Kone embeds tubes made of carbon fibres in epoxy, and covers the result in a tough coating to resist wear and tear.According to Johannes de Jong, Kone's head of technology for large projects, the steel ropes in a 400-metre-high lift weigh about 18,650kg.An UltraRope for such a lift would weigh 1,170kg.
这种强度来自于碳原子间的化学键：这也是金钢石之所以坚固的原因。通力公司把碳纤维制成的管状物嵌入环氧树脂，再在外层涂上坚固的涂层，以防止磨损。根据通力大型项目技术负责人约翰内斯-德荣表示，一个400米高电梯的钢索重量大约重18.65吨。而如果在同样的电梯中，使用能够达到相同有效高度的超级钢丝绳，后者的重量将为1.17吨。
Altogether, the lift using the UltraRope would weigh 45% less than the one with the steel rope.Besides reducing power consumption, lighter ropes make braking a car easier should something go wrong.Carbon-fibre ropes should also, according to Mr de Jong, cut maintenance bills, because they will last twice as long as steel ones.Moreover, carbon fibre resonates at a different frequency to other building materials, which means it sways less as skyscrapers move in high winds—which is what tall buildings are designed to do.
总之，一个电梯，如果使用超级钢丝绳，那它的重量将比使用钢索时减少45%。除了能够降低功效外，较轻的绳索能够制动一辆更容易会出事的汽车。据德荣先生表示，碳纤维绳也应该能够减少维修费用，因为它们的使用寿命比钢索高一倍。此外，在一个不同的频率上，碳纤维与其它建筑材料有着共振效应，这就是说，当高楼在大风中晃动时，这个超级钢丝绳的晃动幅度不会那么大—而这就是高层建筑设计的初衷。
At the moment a high wind can cause a building's lifts to be shut down. Carbon-fibre ropes would mean that happened less often.All of which is worthy and important. But what really excites architects and developers is the fact that carbon-fibre ropes will let buildings rise higher—a lot higher.Lighter, stronger ropes mean the main limiting factor in constructing higher skyscrapers would become the cost, says Antony Wood, an architect at the Illinois Institute of Technology, in Chicago.
当前，一场大风会让一幢建筑的电梯完全停工。但是碳纤维绳索的诞生表明这种现象不会频频出现了。上述这些都很重要，而且是值得的。但是，真正刺激建筑师和开发商的是，碳纤维绳索会让建筑越来越高—比现在的高楼还要高很多。伊利诺伊理工学院—位于美国芝加哥—的建筑师安东尼-伍德表示：更轻，更牢的绳索意味着，限制建造更高摩天大楼的主要问题将会转到成本上。
Dr Wood is also executive director of the Council on Tall Buildings and Urban Habitat, which, among other things, lists the official heights of skyscrapers.At present the tallest is the Burj Khalifa in Dubai, which was completed in 2010 and, at 828 metres, shot past the previous record-holder, the 508-metre Taipei 101 tower.The Mecca Royal Clock Tower in Saudi Arabia, completed in 2012, is now, at 601 metres, the second-tallest.
伍德博士也是高层建筑与城市人居理事会的执行董事，该机构在有关其它方面的记录中，列出了官方规定的摩天大厦的高度。目前为止，最高的高层建筑是迪拜的迪拜塔，完工于2010年，高达828米，完全超过了以前的最高建筑—位于台北的，高达508米的101大楼。于2012年完工的麦家皇家钟楼位于沙特阿拉伯，高达601米，现在是第二高建筑。
The Freedom Tower in lower Manhattan, built near the site of the World Trade Centre's twin towers that were destroyed by al-Qaeda in 2001, had its spire added in May to reach 541 metres.But work has now started on the Kingdom Tower in Jeddah, Saudi Arabia.Its exact proposed height is still a secret, but it will be at least a kilometre.With a big enough budget it would, says Dr Wood, now be possible to build a mile-high skyscraper.
曼哈顿下城的自由塔于今年三月加高了塔尖，已经达到了541米，离它不远就是以前世贸中心的双子塔，分别达到了417米和415米，但是在2001年被基地组织摧毁。沙特阿拉伯的吉达王国塔现正在建造中，建造计划中的高度具体是多少还未公开，但是估计至少为一公里。伍德博士说，它的建造成本将会是个庞大的数字，可能相当于现在建造一英里高的摩天大楼的成本。
Even with carbon-fibre ropes few of such a building's lifts would go all the way from the entrance lobby to the observation deck.Most would debouch into intermediate sky lobbies, where passengers could change lifts.Such an arrangement is already familiar. Many skyscrapers are more like three-stage rockets, with different buildings stacked one on top of another—offices, a hotel and apartments.
即使使用碳纤维绳索，要直接从入口大厅乘电梯到观景台，就算在如此规模的高层建筑里也很少见。大部分都是涌进中间的大厅，从那里乘客们再换乘电梯。类似的安排人们早已经了解了。很多摩天大楼更像三级火箭，里面不同功用的建筑一个堆一个—办公楼，酒店和公寓。
Sky lobbies mark the frontiers between these uses.But carbon-fibre ropes will allow each of these stages to be taller, too.The sky's the limitNor need carbon-fibre lift-cables be confined to buildings.They could eventually make an idea from science fiction a reality too.Space lifts, dreamed up in the late 1950s, are a way of getting into orbit without using a rocket.Building one would mean lowering a cable from a satellite in a geosynchronous orbit above the Earth's equator while deploying a counterbalancing cable out into space.
中间的大厅就是这些不同功用建筑的分界点。但是同样，碳纤维索能让这些不同功用的建筑越来越高。天空不是无界的碳纤维电梯电缆并不局限于建筑的使用。它们最终也会从科学幻想变成现实中存在的东西。人们在二十世纪五十年代想象出来的太空电梯就是一个不需要火箭，就可以进入轨道的设备。建造这样一个设备将意味着，会架设一条在地球同步轨道卫星下方，地球赤道上方的电缆，同时还可以在太空中有效利用这个对重平衡电缆。
The cable from Earth to the satellite would not be a classic lift rope because it would not, itself, move.But it would perform a similar function of support as robotic cars crawled up and down it, ferrying people and equipment to and from the satellite—whence they could depart into the cosmos.There are, of course, many obstacles to building such a lift.But the answer to one—finding a material that is light and strong enough for the cable—might just have emerged from that mineshaft in Finland.
从地球连接到卫星的电缆将不会成为一个经典的电梯电缆，因为它本身将不再移动。但是，当机器人汽车在它上面往返于地球与卫星之间，运送人们和设备时，它将执行一个类似的支持功能，同时人们从卫星上可以出发遨游宇宙。当然，建造这样一种电梯还有很多问题，但是，答案就是—寻找一个足够透光性和牢固的材料来制作电缆—而这种材料可能刚好就产自于芬兰的矿井。
GRE课外阅读精品素材之商业篇 网络超市售卖生鲜蔬果前路坎坷
Grocery has so far resisted the rise of online shopping. That may be about to change,THERE is a huge difference between being late and being too late, said Dalton Philips, the boss of Morrisons, on November 21st, as he announced the launch of the British grocer's online-shopping service.Morrisons' competitors have been selling broccoli and baby food via the internet for more than a decade.Britain's fourth-largest grocery chain had shunned e-commerce as a profit-sapping distraction.
杂货店可能将无法再抵制住网购的盛行,莫里森公司的老总菲利普于11月21日宣布实行英国杂货店商网购服务，并且说道：迟了和太迟了之间有着很大差别。莫里森公司的竞争对手已经通过网络销售花椰菜和婴幼儿食品长达十多年了。英国第四大百货连锁店一直将电子商务视作其利润的瓜分者并加以规避。
It paid with falling market share and the defection of some of its best customers to Tesco, the country's biggest grocer, and Ocado, an online-only supermarket.Morrisons' change of heart will be noticed beyond Britain.Grocery is the biggest category in retailing but the most resistant to the advance of online shopping.Even in Britain, where it has gone furthest, it may account for just 5% of sales this year.But it is growing fast everywhere.The Boston Consulting Group expects the global market to grow from 36 billion this year to 100 billion by 2018.
而代价是不仅丢失了市场份额，也失去了它们最好的客户。这些客户转而投向英国最大的食品杂货商乐购公司和只做网上超市的Ocado公司。莫里森公司的回心转意将会引起英国以及以外的关注。食品杂货是零售业中最大的一类，但也是最抵制网上购物发展的一类。即使是在英国，网上购物也已经发展很久了。可能会占到今年总销售额的5%。这种迅速发展的网购势头随处可见。波士顿咨询集团预计截止到2018年，全球的市场将会从今年的360亿美元增长到1000亿美元。
Grocers have held back for good reasons.Like many bricks-and-mortar merchants they fret that online commerce will shrivel sales in stores but not the costs associated with them.Grocery, with its tiny profit margins, adds complications.Virtual shopping-carts contain dozens of low-value items, which must be stored at different temperatures.Retailers can either get in-store staff to pick them off the shelves, which becomes disruptive as volumes rise, or build dedicated warehouses, which is costly. So are home deliveries: even in thickly settled Britain each one costs grocers around 10, but shoppers typically pay little more than 3.
杂货商放慢脚步是有原因的。很多实体商铺的老板担心在线商务会其他们的销售额下降，但是却不会降低其相应的成本。作为收益颇微的食品杂货更使这一情况变得雪上加霜。虚拟的购物车中包含着很多低价值的物品，这些物品都需要在不同温度的环境中储存。零售商们只能要要店里的员工把它们挑拣下架，然而数量一多就变得凌乱不堪;或者是花巨资建立专门的仓库。送货上门也是这样：即使是在人口密集的英国，每个物品也将花去杂货商10英镑，然而购物者却只需要为此支付不到3英镑的费用。
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Consumers are also wary.Many want to examine fresh produce before they buy it.They recoil when online grocers deliver substitutions instead of what they ordered.Many shoppers try grocery websites but get discouraged, says David Shukri of the Institute of Grocery Distribution in London.Among pioneers there have been spectacular wipeouts.California's Webvan expanded at breakneck speed, pampered customers with services like home delivery within half-hour slots, lost control of costs and collapsed in 2001.
消费者也感到担心。他们很多人想要在购买之前先检查生鲜农产品。当他们收到的物品不是他们订购的而是在线杂货商发出的替代品时，他们会撤销订单。伦敦超市物流研究所的大卫说道：很多人试图通过杂货商的网站退货但是‘屡屡受挫'。在众多先驱者当中，有很多全军覆没。其中位于加州的Webvan公司以极快的速度扩张业务，为消费者们提供半小时送货上门的服务，导致其无法控制成本，最终于2001年倒闭。
Its demise deterred imitators.In Britain Ocado has yet to make much money after more than a decade.Tesco claims its online operation, with nearly half the British market, is profitable.But it uses murky accounting for the cost of stores, where much of the produce is picked, says Andrew Gwynn of Exane BNP Paribas, an investment bank.Yet to shun online is to risk losing grocers' best customers, prosperous families and those with children.
这一教训使很多后来的模仿者望而却步。在英国，Ocado公司在经营10多年后还没有多少盈利。乐购声称其占据了英国将近一半市场的网上业务是有利可图的。但是Exane BNP巴黎投资银行的安德鲁?格温表示，该公司在对很多提供农产品的店面进行成本计算时采用了模糊化处理。但是回避网络意味着将失去很多杂货店的最佳消费人群。
It really is a prisoner's dilemma and you can't afford not to play, says Chris Biggs of BCG.Guess who's delivering dinner?In America, today's Webvans look sturdier.Peapod, the biggest American online grocer, acts as the internet arm of the Giant and Stop & Shop chains; all are part of Ahold, a Dutch giant.It has shown a flair for innovation: Peapod's customers can buy by scanning images of products on delivery lorries and coffee cups with their mobile phones.
比如那些富裕的以及有孩子的家庭。波士顿咨询集团的克里斯?比格斯表示：这真是一个如困兽般进退两难的地步，你无法承担不参与其中所带来的损失。猜猜谁在给我们提供晚餐?在美国，今天的Webvans公司看上去很坚实。美国最大的在线杂货商豆荚公司，充当了Stop & Shop连锁店巨头在互联网中的左膀右臂;而它们都是荷兰巨头阿霍德集团的一部分。该企业充分表示了其创新性：豆荚公司的客户可以用手机扫描送货车或是咖啡杯上的商品图片来购买相应产品。
Lazy Manhattanites have been ordering Thanksgiving feasts from FreshDirect, the second-largest online grocer, which is partly owned by Morrisons. Both ventures prosper because they cater to well-off families, largely in cities.American behemoths are unlikely to leave the field to specialists.Amazon began fresh-food deliveries in Seattle in 2007 and in Los Angeles last year.It is expected to add maybe 20 cities in 2014, some abroad.Traditional grocery chains will respond.
慵懒的曼哈顿人已经开始通过FreshDirect公司来订购感恩节大餐了。该公司是全美第二大在线杂货商，莫里森公司拥有其部分股份。由于这些服务的对象大多是城市里富裕的家庭，因而这些新兴服务都很成功。美国的巨头公司们也不会袖手旁观，把机会让给业内行家。2007年，亚马逊在西雅图就开始它们的生鲜运送业务，去年发展到洛杉矶。它们预计到2014年将会把业务拓展到20个城市，包括海外城市。传统的食品杂货连锁店也会对此作出反应。
They are determined not to repeat the mistakes other sorts of retailers made at the turn of the century, when they were too afraid of Amazon, says Robert Hetu of Gartner, a technology-research firm.Safeway, the second-largest supermarket chain in North America, is the only one besides Ahold with a substantial online operation.
Walmart, the world's biggest retailer, remains hesitant.Neil Ashe, its head of e-commerce, has questioned whether the chain's budget-minded customers want groceries delivered.
一家技术研究公司的罗伯特表示: 它们决心不会重蹈覆辙，重复其它零售商在世纪之交时犯的错误，它们那时过于惧怕亚马逊。北美地区第二大连锁超市Safeway公司是除了阿霍德集团外的唯一一家拥有大量网购业务的公司。全球最大的零售商沃尔玛公司仍持观望态度。其电子商务主管阿西亚对它们那些精明的客户是否需要食品杂货运送服务表示质疑。
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But this may be changing. A pilot project in San Francisco and San Jose is being extended to Denver.Walmart Labs in Silicon Valley has imported many of the people who developed the online-grocery business at Asda, its British subsidiary.On November 25th Walmart said that its new chief executive would be Doug McMillon, who as head of the international operation is responsible for Asda.He may speed Walmart's halting American effort.
但是他可能改变想法。在旧金山和圣何塞的试点项目正扩展到丹佛。沃尔玛在硅谷的实验室先后引进许多在其英国子公司阿斯达开发网上杂货业务的人。沃尔玛于11月25日表示将任命阿斯达国际化经营的负责人麦克米伦为其首席执行官。他可能会加速沃尔玛网络业务的进程。
If a big American retailer plunges in, others will take it seriously and the market will expand rapidly, says Mr Biggs.With luck, the newcomers will avoid the mistakes of earlier stumblers.Where internet grocery is still immature, supermarkets can encourage shoppers to click and collect from stores rather than spoil them with home delivery.A likelier model for sprawling, car-crazy America is France, where shoppers pick up groceries from drive-through supermarktes.
比格斯先生，如果一家美国零售巨头进来分一杯羹的时候，其它企业就都认真起来了，市场将很快被拓展。如果运气好的话，这些新来的可以避免早期失足者的错误。网上超市还很不成熟，超市可以鼓励顾客从商店点击领取，而不是送货上门的方式。对于一个汽车泛滥的美国来说，法国的做法可能是美国模仿的对象。
As volumes rise, picking will shift to shopperless dark stores and to automated, super-efficient fulfilment centres like Ocado's.BCG reckons that shoppers who become online converts spend 30% more.Another boon is that distribution centres on cheap land consume less capital than urban stores.Online grocers can thus earn a decent return on capital even with thin operating margins, Mr Gwynn says.He expects Ocado, which will share its second fulfilment centre with Morrisons, to achieve its first proper profit next year.
在那里购物都是从免下车超市自行选取商品。随着业务量的上升，选购的方式可能慢慢演化成看不见人流的隐形商店，并逐渐变成类似于Ocado的高效、自动化物流中心。波士顿咨询集团估计，成为网上购物者将多消费30%以上。另一福音是在廉价地区的分配中心的花销比市区门店的少。因此，温格说，网上杂货店可以赚取可观的回报即使利润微薄。他预计Ocado公司，这将与莫里森公司共享其第二物流中心，于明年实第一次实现适当的利润。
But as more consumers do their bulk buying online, and grocers start shutting their bigger urban stores, there will be a lot of large retail properties looking for new tenants.Morrisons does not have the luxury of starting slowly.It hopes to make up for its late start by entrancing shoppers.It will post frank ratings of its produce to build trust, a trick learnt from FreshDirect.If a customer doesn't like the look of the fresh food delivered to her door, she can send it back and claim a voucher.
但随着网购消费者的增多做，杂货店开始关闭其更大的市区门店，这样以来就会有很多的大型零售物业寻找新的租户。莫里森承受不起慢慢来的巨大代价。它希望让客户沉迷于其开展的业务以弥补起步较晚的劣势。它们将发布产品的信用评级制度，这是从FreshDirect学到的。如果客户对送到她们门口的新鲜食品不满意，她们可以要求退货并索要发票。
Isn't this the sort of coddling that wrecked Webvan?No, says Mr Philips, for three reasons: Morrisons will exploit its buying power, its emphasis on fresh food brings relatively high margins and it will piggyback on Ocado's operations.The latecomer will beguile shoppers.It may be harder to charm shareholders.
这会不会像Webvan公司那样过分纵容消费者呢?不会，飞利浦先生认为有三个原因：莫里森将利用其购买力，为购买新鲜食物带来相对较高的利润率，同时也会捎带开展Ocado的业务。后来者会欺骗消费者，也将更难讨好股东们.
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