首页
登录
职称英语
The rough guide to marketing success used to be that you got what you paid f
The rough guide to marketing success used to be that you got what you paid f
游客
2023-11-04
14
管理
问题
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, for example, create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. In fact, the way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a 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. [br] Consumers may create "earned" media when they are
选项
A、obsessed with online shopping at certain Web sites.
B、inspired by product-promoting e-mails sent to them.
C、eager to help their friends promote quality products.
D、enthusiastic about recommending their favorite products.
答案
D
解析
根据题干信息将答案依据定位于第一段第四句。该句提到:例如,迷恋某种产品的消费者可能会通过自愿地向朋友宣传该产品,而创建“免费”媒体,由此可以判断,选项[D]“热心推荐他们喜欢的产品”恰好与这一意思相符,其中enthusiastic和recommending分别是原文中passionate和willingly promoting的同义替换,故为答案。
转载请注明原文地址:https://tihaiku.com/zcyy/3157326.html
相关试题推荐
Thestrongerachild’svocabulary,themoresuccessfulshetendstobeinsc
Thestrongerachild’svocabulary,themoresuccessfulshetendstobeinsc
"Ifinditreallyattractivehowsuccessfulyouare,"mydatesaid,leaning
"Ifinditreallyattractivehowsuccessfulyouare,"mydatesaid,leaning
Itwas______wehadhoped.A、moreasuccessthanB、asuccessmorethanC、asmucho
Itwas______wehadhoped.A、moreasuccessthanB、asuccessmorethanC、asmucho
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidf
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidf
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidf
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidf
随机试题
[audioFiles]audio_eufm_j01_001(20082)[/audioFiles]A、Hedidn’tgototheintervi
C
实用新型专利法律保护期限为( )。A.10年 B.5年 C.20年 D.1
妊娠期安全性分级属于X级(禁忌)的药物是( )。A.青霉素 B.利巴韦林
华东机电安装公司承建某火力发电厂机电安装工程。整个机电工程项目于2013年4月竣
对甲亢的论述,下列哪项是正确的?( )A.甲亢病人都会有精神紧张 B.甲亢病
确定健康心理咨询的工作范围时,心理咨询师首先要()。 (A)明确自己的胜任力
会计核算方法主要有( )。A.设置账户 B.财务分析 C.复式记账 D.
重大事故应急救援应根据事故的性质、严重程度、事态发展趋势和控制能力实行分级响应机
关于混凝土坝的地基处理说法不正确的是()。A.混凝土重力坝开挖时,高差过大宜开
最新回复
(
0
)