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  3. Text 3 The rough guide to marketing succ

Text 3 The rough guide to marketing succ

最全题库2022-08-02  33
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.33.The author indicates in Paragraph 3 that earned mediaA.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.
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.
答案 B
解析 本题考查earned media给商业带来的影响。由第三段第一句和第二句的逻辑关系来看，“免费”媒体可以变为与之对立的“劫持”媒体。该段第二句冒号之后具体解释了“劫持”媒体，即一种资产或活动被消费者、其他股东或者激进分子所劫持。第三句举例指出有些人就会认为自己可以要挟媒体对商业施加压力。由此可见，“免费”媒体可能对商业造成危害。B选项正好是对这些内容的概括，故为正确答案。A选项，“constant conflicts”说法过于绝对。C选项，“fiercer competition”属于无中生有的信息。D
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