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 “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. 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.
1. Consumers may create “earned” media when they are ________.
2. According to Paragraph 2, sold media feature ________.
3. The author indicates in Paragraph 3 that earned media ________.
4. Toyota Motor’s experience is cited as an example of ________.
5. Which of the following is the text mainly about?
问题1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
问题2选项
A.a safe business environment
B.random competition
C.strong user traffic
D.flexibility in organization
问题3选项
A.invite constant conflicts with passionate consumers
B.can be used to produce negative effects in marketing
C.may be responsible for fiercer competition
D.deserve all the negative comments about them
问题4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
问题5选项
A.Alternatives to conventional paid media.
B.Conflict between hijacked and earned media.
C.Dominance of hijacked media.
D.Popularity of owned media.
第1题:D
第2题:C
第3题:B
第4题:A
第5题:A
第1题:
【整体分析】
来源:McKinsey Quarterly《麦肯锡季刊》于2010年11月1日刊登的文章Beyond Paid Media: Marketing’s New Vocabulary(超越付费媒体:营销的新词汇)。
主题:本文主要探讨了市场营销的变革以及不同形式的媒体在当今营销中的作用,包括付费媒体、自有媒体和口碑媒体。文章还提到了媒体被劫持的风险以及情绪激动的消费者如何通过社交媒体来对公司施加压力。文章强调了公司需要快速、周到地回应并学习如何处理这种情况。
结构:
【试题解析】
【选项释义】
Consumers may create “earned” media when they are ________. 当消费者________时,他们可能会创造“口碑”媒体。
A. obsessed with online shopping at certain Web sites A. 痴迷于某些网站的网上购物
B. inspired by product-promoting e-mails sent to them B. 被发给他们的产品促销电子邮件所鼓舞
C. eager to help their friends promote quality products C. 渴望帮助他们的朋友推广优质产品
D. enthusiastic about recommending their favorite products D. 热衷于推荐自己喜欢的产品
【考查点】事实细节题。
【解题思路】根据题干关键词create “earned” media可以定位到文章第一段第四句“对于热衷某个产品的消费者来说,他们可以通过自愿向朋友推广该产品来创造‘口碑’媒体(may create “earned” media by willingly promoting it to friends)”,说明消费者会通过向朋友推广自己喜欢的产品来创造“口碑”媒体,因此D选项“热衷于推荐自己喜欢的产品”正确。
【干扰项排除】
A选项“痴迷于某些网站的网上购物”在文中没有提及,属于无中生有;
B选项“被发给他们的产品促销电子邮件所鼓舞”,由a company may leverage “owned” media by sending e-mail alerts about products and sales to customers registered with its Web site(公司也可以通过向在其网站注册的客户发送有关产品和促销的电子邮件利用“自有”媒体)可知,公司会利用电子邮件创造“自有”媒体,而不是消费者创造“口碑”媒体,属于曲解原文;
C选项“渴望帮助他们的朋友推广优质产品”,由Consumers passionate about a product may create “earned” media by willingly promoting it to friends(对于热衷某个产品的消费者来说,他们可以通过自愿向朋友推广该产品来创造“口碑”媒体)可知,消费者是向朋友推广商品,而不是帮朋友推广商品,属于曲解原文。
第2题:
【选项释义】
According to Paragraph 2, sold media feature ________. 根据第2段,售出媒体的特点是________。
A. a safe business environment A. 一个安全的商业环境
B. random competition B. 随机的竞争
C. strong user traffic C. 强大的用户流量
D. flexibility in organization D. 组织上的灵活性
【考查点】事实细节题。
【解题思路】根据题干关键词sold media可以定位到文章第二段第四句“我们将这样的媒体定义为自有媒体,其流量非常大(whose traffic is so strong),以至于其他机构将其内容或电子商务引擎放入该平台”,说明售出媒体拥有巨大的流量,因此C选项“强大的用户流量”正确。
【干扰项排除】
A选项“一个安全的商业环境”,B选项“随机的竞争”和D选项“组织上的灵活性”在文中均没有提及,属于无中生有。
第3题:
【选项释义】
The author indicates in Paragraph 3 that earned media ________. 作者在第3段中指出,口碑媒体________。
A. invite constant conflicts with passionate consumers A. 导致与情绪激动的消费者的不断冲突
B. can be used to produce negative effects in marketing B. 可以被用来在营销中制造负面效应
C. may be responsible for fiercer competition C. 可能会导致更激烈的竞争
D. deserve all the negative comments about them D. 理应得到所有关于他们的负面评价
【考查点】推理判断题。
【解题思路】根据题干关键词earned media可以定位到文章第三段第二句“这种被劫持的媒体与口碑媒体相反:一项资产或活动成为消费者、其他利益相关者或激进分子劫持的目标(becomes hostage)”,说明口碑媒体可能会被劫持,成为被劫持的媒体,对公司施加压力,从而产生负面影响。因此B选项“可以被用来在营销中制造负面效应”正确。
【干扰项排除】
A选项“导致与情绪激动的消费者的不断冲突”,由Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.(例如,社交网络的用户正在意识到他们可以劫持媒体来对最初创建它们的企业施加压力。)可知,冲突存在于消费者和企业之间,而不是消费者和口碑媒体之间,属于曲解原文;
C选项“可能会导致更激烈的竞争”和D选项“理应得到所有关于他们的负面评价”在文中没有提及,属于无中生有。
第4题:
【选项释义】
Toyota Motor’s experience is cited as an example of ________. 丰田汽车的经历是________的例证。
A. responding effectively to hijacked media A. 有效应对被劫持的媒体
B. persuading customers into boycotting products B. 劝说顾客抵制产品
C. cooperating with supportive consumers C. 与支持他们的消费者合作
D. taking advantage of hijacked media D. 利用被劫持的媒体
【考查点】推理判断题。
【解题思路】根据题干关键词Toyota Motor可以定位到文章最后一段第三句“例如,在今年早些时候,丰田汽车公司通过一个相对迅速和精心策划的社交媒体回应活动缓解了召回危机所带来的一些损害(alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign)”,该例子是为了论证上一句的观点,即“公司的回应再迅速周到都不为过(the company’s response may not be sufficiently quick or thoughtful),而学习曲线也很陡峭”,说明丰田汽车的经历是快速有效地应对被劫持的媒体的例证,因此A选项“有效应对被劫持的媒体”正确。
【干扰项排除】
B选项“劝说顾客抵制产品”,由If that happens, passionate consumers would try to persuade others to boycott products(如果发生这种情况,情绪激动的消费者将试图说服其他人抵制产品)可知,劝说顾客抵制产品的是消费者,而不是丰田公司,属于张冠李戴;
C选项“与支持他们的消费者合作”和D选项“利用被劫持的媒体”在文中没有提及,属于无中生有。
第5题:
【选项释义】
Which of the following is the text mainly about? 本文主要讲述了以下哪项内容?
A. Alternatives to conventional paid media. A. 传统付费媒体之外的其他媒体。
B. Conflict between hijacked and earned media. B. 被劫持的媒体和口碑媒体之间的冲突。
C. Dominance of hijacked media. C. 被劫持媒体的主导地位。
D. Popularity of owned media. D. 自有媒体的受欢迎程度。
【考查点】主旨大意题。
【解题思路】文章讨论了如今公司可以利用许多传统付费媒体之外的替代媒体形式,传统付费媒体包括电视广告和印刷广告,而现在的公司可以通过口碑媒体和自有媒体等方式进行营销推广,文章的重点在于市场营销的变化以及影响消费者购买决策的因素的广泛性,强调了营销人员需要探索传统付费媒体之外的选择,由此可知文章主要讲述了传统付费媒体的替代方式,因此A选项“传统付费媒体之外的其他媒体。”正确。
【干扰项排除】
B选项“被劫持的媒体和口碑媒体之间的冲突。”只在文章的某部分提及,不能概括全文的主旨大意,属于以偏概全;
C选项“被劫持媒体的主导地位。”和D选项“自有媒体的受欢迎程度。”在文中没有提及,属于无中生有。
【重点词汇】
exploit /ɪkˈsplɔɪt/ v. 开发;利用
leverage /ˈliːvərɪdʒ/ v. 利用;杠杆作用
initiative /ɪˈnɪʃiətɪv/ n. 倡议;主动性
retailer /ˈriːteɪlər/ n. 零售商
provider /prəˈvaɪdər/ n. 供应商
complementary /ˌkɒmplɪˈmɛntəri/ adj. 互补的
revenue /ˈrɛvənjuː/ n. 收入;税收
marketer /ˈmɑːrkɪtər/ n. 市场营销人员
visible /ˈvɪzəbl/ adj. 可见的;明显的
hijack /ˈhaɪdʒæk/ v. 劫持;劫机
stakeholder /ˈsteɪkhoʊldər/ n. 利益相关者
allegation /ˌælɪˈgeɪʃən/ n. 指控;断言
boycott /ˈbɔɪkɒt/ v. 联合抵制
orchestrate /ˈɔːrkɪstreɪt/ v. 精心策划;指挥
stand-alone 独立的
voice their opinions 表达他们的观点
【长难句分析】
1. 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.
【结构分析】
【补充分析】
① consumers now approach the process of making purchase decisions为省略了that的定语从句,修饰way,说明消费者现在在购买决策过程中的方式和方法;
② that引导宾语从句,作means的宾语,强调了营销的范围不再局限于传统付费媒体,而是受到更多因素的影响。
【参考译文】消费者现在在购买决策过程中的方式意味着营销的影响源于超越传统付费媒体的广泛因素。
2. 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.
【结构分析】
【补充分析】
① whose引导定语从句,修饰owned media,表示自有媒体的流量非常强大;
② that引导结果状语从句,强调了自有媒体的吸引力和影响力,说明由于自有媒体的流量强大,其他组织认为将自己的内容或电子商务引擎放置在该平台中会产生积极的结果。
【参考译文】我们将这样的媒体定义为自有媒体,其流量非常大,以至于其他机构将其内容或电子商务引擎放入该平台。
【全文翻译】
市场营销成功的经验法则在过去是你得到你所付出的,然而现在不再如此。虽然传统的“付费”媒体,如电视广告和印刷广告仍然起着重要作用,但今天的公司可以利用许多其他形式的媒体。对于热衷某个产品的消费者来说,他们可以通过自愿向朋友推广该产品来创造“口碑”媒体,公司也可以通过向在其网站注册的客户发送有关产品和促销的电子邮件利用“自有”媒体。消费者现在在购买决策过程中的方式意味着营销的影响源于超越传统付费媒体的广泛因素。
付费媒体和自有媒体由营销人员控制,用于推广自己的产品。对于口碑媒体,营销人员则充当用户反馈的发起者。但在某些情况下,一个营销人员的自有媒体会成为另一个营销人员的付费媒体,例如当电子商务零售商在其网站上出售广告位时。我们将这样的售出媒体定义为自有媒体,其流量非常大,以至于其他机构将其内容或电子商务引擎放入该平台。我们认为这一趋势尚处于起步阶段,它实际上始于零售商和航空公司、酒店等旅行服务商,而且毫无疑问将会进一步发展。例如,强生公司就创建了BabyCenter网站,一个独立的媒体平台,用于推广互补甚至竞争性的产品。除了产生收入,其他营销人员的存在使得该网站显得客观,让各公司有机会获取宝贵信息来了解其他公司的营销魅力,并有助于扩大所有相关公司的用户流量。
同样巨大的技术变革不仅为营销人员提供了更多(和更多样化的)传播方式选择,同时也增加了风险:情绪激动的消费者以更快速、更明显和更具破坏性的方式发表意见。这种被劫持的媒体与口碑媒体相反:一项资产或活动成为消费者、其他利益相关者或激进分子劫持的目标。例如,社交网络的用户正在意识到他们可以劫持媒体来对最初创建它们的企业施加压力。
如果发生这种情况,情绪激动的消费者将试图说服其他人抵制产品,从而使目标公司的声誉面临风险。在这种情况下,公司的回应再迅速周到都不为过,而学习曲线也很陡峭。例如,在今年早些时候,丰田汽车公司通过一个相对迅速和精心策划的社交媒体回应活动缓解了召回危机所带来的一些损害,其中包括在推特和社交新闻网站Digg等网站上与消费者直接交流。