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Passage Two Technology is a two-edged sword. Rarely is this as clear as it is in the realm of health care. Technology allows doctors to test their patients for genetic defects — and then to turn around and spread the results throughout the world via the Internet. For someone in need of treatment, that’s good news. But for someone in search of a job or an insurance policy, it can be all bad. Last week a corollary (推论) was proposed to the patients’ bill of rights now before Congress: a right to medical privacy. Beginning in 2002, under rules set to become law in February, patients would be able to decide the conditions under which their personal medical data could leak. They would be able to examine their records and make corrections. They could learn who else had seen the information. Improper use of records by a caregiver or insurer could result in both civil and criminal penalties. The plan was said to be an unprecedented step toward putting Americans back in control of their own medical records. While the administration declared that the rules as an attempt to strike a balance between the needs of consumers and those of the health-care industry, neither doctors nor insurance companies were happy. The doctors said the rules could actually destroy privacy, pointing to a stipulation allowing managed-care plans to use personal information without consent if the purpose was "health-care operations". That, physicians said, was a loophole (漏洞) through which Health Maintenance Organizations and other insurers could pry (窥探) into the doctor-patient relationship, in the name of assessing the quality of care. Meanwhile, the insurers protested that the rules would make them vulnerable to lawsuits. They were especially disturbed by a stipulation holding them liable for privacy breaches (违背) by "business partners" such as lawyers and accountants. Both groups agreed that privacy protections would drive up the cost of health care by at least an additional $3.8 billion, and maybe much more, over the next five years. They also complained about the increased level of federal scrutiny required by the new rules’ enforcement rules. One aim of the roles is to reassure patients about confidentiality, thereby encouraging them to be open with their doctors. Today various cancers and other embarrassing diseases can go untreated because patients are afraid of embarrassment or of losing insurance coverage. The fear is real: an official noted that a January poll by Princeton Survey Research Associates found that one in six U. S. adults had at some time done something unusual to conceal medical information, such as paying cash for services. What can be inferred from "technology is a two-edged sword" in Paragraph 1
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Children are (62) serious illnesses because of their parents smoking at home, rays the government’s chief medical officer, who has warned adults not to light (63) in front of their sons and daughters. Sir Liam Donaldson, Britain’s most senior doctor, (64) that there would be a further (65) crackdown on smoking after the ban comes into force in England next Sunday. He promised renewed public health advertising campaigns to try to educate parents who smoke. "We will strengthen and make (66) the message to parents about the risks to their children of smoking. This is something we will need to constantly remind them about." " (67) the number of parents who make is falling, children’s exposure (68) parental smoke remains "a problem area", he said. The number of Britons who smoke has fallen to 24 per cent and ministers hope going smoke-free will (69) time bring about another 4 or 5 per cent drop. " (70) if we want to go (71) we have got to reinforce all these other tobacco measures and denormalise smoking completely," said Donaldson. "The first of July is trot when action stops; it’s a launchpad from (72) we can make further massive (73) . I hope people will be behind some of the slightly (74) measures." He wants cigarettes to be (75) away in shops. "If you walk into the average supermarket, one of the things that confronts you (76) away is a wall of cigarettes. That’s (77) . I’d like to see them (78) the wall of cigarettes and keep them under the counter," said Donaldson. "Some people would (79) the idea of cigarettes being kept under the counter like magazines that you wouldn’t want displayed. But I think that these are all part of the denormalisation (80) . Supermarkets are big, responsible organisations. Wouldn’t they like to strike another (81) for health and play their part on a disease that still kills over 100,000 a year"
Passage One This year the combined advertising revenues of Google and Yahoo! will rival the combined primetime ad revenues of America’s three big television networks, ABC, CBS and NBC predicts Advertising Age. It will, says the trade magazine, represent a "watershed moment" in the evolution of the internet as an advertising medium. A 30-second prime-time TV ad was once considered the most effective — and the most expensive — form of advertising. But that was before the internet got going. And this week online advertising made another leap forward. This latest innovation comes from Google, which has begun testing a new auction-based service for display advertising. Both Google and Yahoo! make most of their money from advertising. Auctioning keyword search-terms, which deliver sponsored links to advertisers’ websites, has proved to be particularly lucrative. And advertisers like paid-search because, unlike TV, they only pay for results: they are charged when someone clicks on one of their links. Both Google and Yahoo!, along with search-site rivals like Microsoft’s MSN and Ask Jeeves, are developing much broader ranges of marketing services. Google, for instance, already provides a service called AdSense. It works rather like an advertising agency, automatically placing sponsored links and other ads on third-party websites. Google then splits the revenue with the owners of those websites, who can range from multinationals to individuals publishing blogs, as online journals are known. Google’s new service extends AdSense in three ways. Instead of Google’s software analyzing third-party websites to determine from their content what relevant ads to place on them, advertisement will instead be able to select the specific sites where they want their ads to appear. This provides both more flexibility and control, says Patrick Keane, Google’s head of sales strategy. The second change involves pricing. Potential internet advertisers must bid for their ad to appear on a "cost-per-thousand" (known as CPM) basis. This is similar to TV commercials, where advertisers pay according to the number of people who are supposed to see the ad. But the Google system delivers a twist: CPM bids will also have to compete against rival bids for the same ad space from those wanting to pay on a "cost-per-click" basis, the way search terms are presently sold. Click-through marketing tends to be aimed at people who already know they want to buy something and are searching for product and price information, whereas display advertising is more often used to persuade people to buy things in the first instance. The third change is that Google will now offer animated ads — but nothing too flashy or annoying, insists Mr. Keane. Such ads are likely to be more appealing to some the big-brand advertisers. Spurred on by the spread of faster broadband connections, such companies are becoming increasingly interested in so-called "rich-media" ads, like animation and video. Now, the most effective form of advertising is ______.
写博客的好处;2. 写博客存在的问题;3. 你的看法。 Blog Writing
案例分析题联合包裹公司的案例分析1907年，美国人吉米·凯西创立了联合包裹公司。创业初期仅有一辆卡车及几部摩托车，主要为西雅图百货公司运送货物。现在，联合包裹已发展成拥有15.7万辆地面车辆，610架自有或包租飞机，全球员工33万名，年营业额270亿美元的巨型公司。它每个工作日处理包裹130万件，每年运送30亿件各种包裹和文件。联合包裹提供的服务已经成为美国人日常生活中须臾不可离的东西，成为“美国经济运行中一只几乎无处不在的手”，每年装载了美国国民生产总值的6%。1998年联合包裹在华尔街上市(上市金额高达55亿美元，创下了美国历史最高记录)，同时涉足电子商务领域，大踏步向以知识为基础的全球性物流公司迈进。过去10年，联合包裹共投资了110亿美元，用于采购主机、PC、手持电脑、无线调制解调器，建立蜂窝无线网络，雇佣4000名电脑程序员和技术人员。这一浩大的投资活动不仅使得联合包裹实现了对包裹运送每一步的紧密跟踪，而且使之在电子商务大潮中占据了有利地位。联合包裹公司的电子跟踪系统，跟踪每日130万件包裹的运送情况。公司的卡车司机(同时也是送货人)人手一部如手持电脑大小的信息获得器，内置无线装置，能同时接收和发送送货信息。客户一旦签单寄送包裹，信息便通过电子跟踪系统传送出去。联合包裹还使用全球定位卫星，随时通知司机更新行车路线。实际上，联合包裹的服务还不止于此。它在新泽西和亚特兰大建立了两大数据神经中心，1998年还成立了联合包裹金融公司(联合包裹拥有流通现金30亿美元)，提供信用担保和库存融资服务，所有这些使得联合包裹在电子商务活动中同时充担中介人、承运人、担保人和收款人四者合一的关键角色。目前，联合包裹为Gateway公司运送包裹，从收件人那里收取现金，然后这笔款项将直接打入Gateway公司的银行账号。这种业务现已占到该公司业务的8%。Gateway公司是已经建立起市场信誉的公司，如果客户从某个拍卖网站或者电视广告中看中某件商品，尽管价格十分具有诱惑力，在还没有见到实物前，让他掏钱毕竟有所顾虑。联合包裹的担保业务恰好解决了电子商务活动中现金支付和信用问题。联合包裹的这种技术手段在国际贸易中更显示出威力。联合包裹的物流部现已是公司业务增长最快的部门，过去两年增长了70%以上，而且今后三年仍可望有35%的年增长率。联合包裹1976年即进入欧洲，耐心等待了近30年之后，它的国际业务开始疯狂赢利。在欧洲，它收购了几十家地面及空中运输公司。每天，全欧洲有300架次的联合包裹货运班机降落，有1.7万辆卡车在这个大陆来回穿梭。联合包裹最近宣布准备增加机队数量，今年将有7架空中客车A300交货，同时投资10亿美元扩建其设立在肯塔基州路易斯维尔的航空枢纽。所有这些，为联合包裹的物流业务奠定了扎实基础。路易斯维尔航空枢纽附近的物流部门正在为惠普等计算机公司提供这种服务：每天晚上在三到四小时的一段时间内，一共90架飞机降落在占地面积500公顷的这一航空枢纽。从这些飞机上卸下有故障的电脑部件以及笔记本电脑等，并以最快速度运到离枢纽只有几英里远的物流部门。在那里，60名电脑修理人员能利索的干完800件活，并赶在联合包裹的头班飞机起飞前完工。联合包裹的员工队伍也相当稳定，稳定率保持在90%以上，许多人一干就是几十年。高层管理人员有的就是从司机、装卸工一步步升上来的。公司首席执行官凯里的衣橱里至今还挂着28年前在联合包裹兼职当司机时穿的棕色套装。联合包裹上市后，一下造出了数百名百万富翁。这就更增强了员工对公司的向心力。案例分析要求： 联合包裹的发展历程对我国物流业有什么样的启示。
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