Text 3 The rough guide to marketing succ

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问题 Text 3 The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media–such as television commercials and print advertisements–still play a major role,companies today can exploit many alternative forms of media.Consumers passionate about a product may create“owned”media by sending e-mail alerts about products and sales to customers registered with its Web site.The way consumers now approach the broad range of factors beyond conventional paid media.Paid and owned media are controlled by marketers promoting their own products.For earned media,such marketers act as the initiator for users’responses.But in some cases,one marketer’s owned media become another marketer’s paid media–for instance,when an e-commerce retailer sells ad space on its Web site.We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.This trend,which we believe is still in its infancy,effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further.Johnson&Johnson,for example,has created BabyCenter,a stand-alone media property that promotes complementary and even competitive products.Besides generating income,the presence of other marketers makes the site seem objective,gives companies opportunities to learn valuable information about the appeal of other companies’marketing,and may help expand user traffic for all companies concerned.The same dramatic technological changes that have provided marketers with more（and more diverse）communications choices have also increased the risk that passionate consumers will voice their opinions in quicker,more visible,and much more damaging ways.Such hijacked media are the opposite of earned media:an asset or campaign becomes hostage to consumers,other stakeholders,or activists who make negative allegations about a brand or product.Members of social networks,for instance,are learning that they can hijack media to apply pressure on the businesses that originally created them.If that happens,passionate consumers would try to persuade others to boycott products,putting the reputation of the target company at risk.In such a case,the company’s response may not be sufficiently quick or thoughtful,and the learning curve has been steep.Toyota Motor,for example,alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign,which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.34.Toyota Motor’s experience is cited as an example ofA.responding effectively to hijacked media.B.persuading customers into boycotting products.C.cooperating with supportive consumers.D.taking advantage of hijacked media.

选项 A.responding effectively to hijacked media.
B.persuading customers into boycotting products.
C.cooperating with supportive consumers.
D.taking advantage of hijacked media.

答案 A

解析此题考查引用例子的作用。文章第四段第三句提到了Toyota Motor的经历，指出，在今年早些时候发生的召回危机中，丰田汽车公司采取了较快且较有序的社交媒体回应行动，从而挽回了部分损失。而在其前一句，作者提到，激动的消费者试图劝服其他人共同抵制两家公司的产品，如果企业的回应不够快或不够好，那么就可能酿成悲剧。由此可见，作者引用Toyota Motor的例子，正是为了说明公司反映迅速，处理及时的重要性，故A选项正确。B、C和D选项内容，均与文中例子不相关，属于无中生有的信息。

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本试题收录于：英语一研究生题库研究生入学分类

英语一研究生

研究生入学

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Text 3 The rough guide to marketing succ

英语一研究生

研究生入学