考研英语历年真题与解析——E1-2011Text3(考研英语历年真题pdf百度网盘)--考研网上

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真题来历：e1-2011text3

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.

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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.

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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 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.

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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.

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31.consumers may create "earned" media when they are

[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.

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32. according to paragraph 2, sold media feature

[a] a safe business environment.

[b] random competition.

[c] strong user traffic.

[d] flexibility in organization.

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33. the author indicates in paragraph 3 that earned media

[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.

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34. toyota motor's experience is cited as an example of

[a] responding effectively to hijacked media.

[b] persuading customers into boycotting products.

[c] cooperating with s

upportive consumers.

[d] taking advantage of hijacked media.

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35. which of the following is the text mainly about?

[a] alternatives to conventional paid media.

[b] conflict between hijacked and earned media.

[c] dominance of hijacked media.

[d] popularity of owned media.

答案解析：

31.[d]

第一段说到：consumers passionate about a product may create "earned" media by willingly promoting it to friends，把passionate about a product 和by willingly promoting it to friends变成了when they are这样答案就直接指向了：enthusiastic about recommending their favorite products.这样的附和改写在表达方法上变了可是中心意义没有发生改动仍是对言语多样性的查询。这点kevin对错常满足和骄傲的在我的课上就是操练这种才能。所以答案就是d。

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32.[c]
疑问问的是sold media 的特征是啥：回订亲位：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. 咱们就将这种“售出”前言界说为具有无量流量、致使其他机构纷繁前来投进内容或电子商务引擎的自有前言。了解理解答案：traffic除了有交通的意思外还有流量的意思是相对要害的。所以答案为c。

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33.[b]
题干现已点名第3段解题，所以直接运用题干要害词准断定位，根据题干earned media定位至文段划线处，且只需这个方位，可以断定earned media是解这个细节题的定位要害词。且题干问询earned media有关情况，定位到原文之后直接读：之后的内容就可以。a选项的passionate consumers呈如今了定位句之外，可以打扫，c选项的fiercer competition没有呈如今定位句，也可以打扫。剩下b、d两个选项。经过negative这个词可知题干发问的earned media是和低沉的东西在一同，可是b、d两个选项都有negative, 需要接着读原文negative之后的表达是和product和brand有关，再调查b、d选项之后的信息，b后为marketing, d后为them，呈现指代需要复原，them指代earned media，可是原订亲位之后并没有呈现earned media表达，所以可知原文的低沉影响并不是和earned media本身有关，所以可以选出b。

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34.[a]
看看这个比方对应的观念：in such a case, the company's response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 当这种作业发生的时分，假定公司的回答不可快或不可好，那么就可以变成凄惨剧。持续往后看，with a relatively quick and well-orchestrated social-media response campaign这阐明他们的办法是得到的，所以大约是减轻。再回看前面的那一句：假定公司的回答不可快或不可好，那么就可以变成凄惨剧。那么就阐明丰田的比方在从好的方面例子他，也就是要是处置好了就不会有杯具。对应第一和第四个选项，两个选项差异很显着一个是被逼回答，一个是主动使用这样就可得出答案：a。

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35.[a]
这篇文章是阐明性质的谈论文，后边三个选项都只是触及到文中说的一个细节，只需a中的alternatives 包括了一切文章说到的几种传媒方法。

全文翻译：

曩昔，商场推广的成功诀窍简而言之就是一分钱一分货。可是时过境迁。尽管传统的“付费”前言，比方电视和播送广告、平面广告和路旁边广告牌等，仍然扮演偏重要人物，但公司如今还可以使用许多其他方法的前言。比方，痴迷于某种产品的花费者，可以会愿意将之举荐给兄弟，然后为公司创造因产品的优良质量带来的“无偿”前言。公司还可以使用“自有”前言，经过邮件向其网站的注册用户发送产品和出售提示。实际上，如今花费者作出收购抉择的方法，意味着商场推广的影响力来自于传统付费前言之外的广泛要素。

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推广人员经过付费和自有前言推销其产品，而在“无偿”前言方面，推广人员就像是触发用户呼应的初始催化剂。在某些情况下，某推广者的自有前言会变成另一个推广者的付费前言。比方，当某电子商务零售商出售其网站的广告空间时，咱们就将这种“售出”前言界说为具有无量流量、致使其他机构纷繁前来投进内容或电子商务引擎的自有前言。咱们认为，这种趋势已昌盛发端于零售商和航空、酒店等旅行供给商，尽管还处于初始期间，但无疑可以走得更远。比方，强生公司创建了闻名网站babycenter，借以推广互补性甚至竞赛性产品，而其他推广者的呈现不只带来了收入，还令该网站看起来公正客观，而且使公司有机缘从其他公司的推广活动中获得可贵的信息，最终还有助于扩展一切有关公司的用户流量。

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剧烈的技能改造使推广人员获得了数量更多、品种更广的交流选择，但一起也带来了更高的风险，因为激动的花费者可以以更灵敏、更显着、更有害的方法来表达他们的定见。这就是与“无偿”前言相对的“劫持”前言：某项资产或活动变成了对某个品牌或产品不满的花费者、其他股东或活泼分子的劫持物。比方，交际网络用户正领会到，他们可以经过“劫持”前言来对最草创建该前言的公司施加压力。

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假定那种作业发生，激动的花费者企图劝服其别人一起反抗两家公司的产品，然后危及公司名誉。当这种作业发生的时分，假定公司的回答不可快或不可好，那么就可以变成凄惨剧。比方，在本年较早前发生的召回危机中，丰田轿车公司采纳了较快且较有序的交际媒体回答行为，包括在twitter和社会新闻网站digg等网站上与客户进行直接交流，然后解救了有些丢掉。

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