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  3. Text 3 The rough guide to marketing succ

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.31.Consumers may create“earned”media when they areA.obscssed 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.
选项 A.obscssed 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，定位到文章第一段第四句。该句指出，迷恋某种产品的消费者可能自愿将产品推荐给朋友，从而创建出“免费”媒体，而D选项恰是对这一点的正确表述，是对原文中willingly promoting it to friends的同义替换。A选项中online shopping属于无中生有的信息。B选项，是与“自有”媒体相关的信息，另外，原文指出“一些公司通过邮件向其网站的注册用户发送产品和销售提示”，但并没有说明消费者受到邮件的激励，B选项与原文信息不符。C选项“帮助朋友推销产品”与原文信息不符，属于无中生
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