2011研究生英语考试二text3

• 如果群众抗议 商家，通过 Toyota Motor举 例说明商家利 用消费者交互 网站，挽回损 失。 • Put … at risk 使……处于危险
中
• 第三段开头介绍 技术性的变化带 来的风险，引出 hijacked media。 • 易怒的顾客会以 更快的杀伤力更 大方式表达不满 的意见，对公司 的声誉更易造成 不利。 • voice opinions 发
表意见
• If that happens, passionate consumers tried to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may ... Toyota Motor, for example, mitigated…
• 首段结尾以In fact 引出结论： 比起传统的支 付媒体，目前 的消费者的购 买决定，来源 于更广的因素。
ห้องสมุดไป่ตู้
• 第二段衔接第一 • Paid and owned media 段，介绍了paid are ... For earned media, ... media , earned But in some cases, one media and owned marketer’s owned media media 。 become another marketer’s • 以but转折来介绍 paid media—for instance, sold media。 when an e-commerce • 点击率较高的网 retailer sells ad space on its 络销售商卖出他 Web site. 的广告空间，赚 取利润。 • Space .v 留间隔
• 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 and radio commercials, print advertisements and roadside billboards--still play a major role, companies today can exploit many alternative forms of media. Consumers enamored of a product may, for example…, and a company may …
• 开头对过去和 现在的产品宣 传媒体进行对 比。 • 过去：paid media • 现在： paid media , earned media and owned media • Be enamored of
沉迷于
• 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.
2011年研究生考试英语 年研究生考试英语Text 3文章取自 年研究生考试英语 文章取自 The McKinsey Quarterly(麦肯锡季刊) 麦肯锡季刊) 麦肯锡季刊
Beyond Paid Media: Marketing's New Vocabulary
22（42） 22 Feb.2011 张颖颖 22（42）班
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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…