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. 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.

　　過去，市場營銷的成功訣竅簡而言之就是一分錢一分貨。然而時過境遷。雖然傳統(tǒng)的“付費”(paid)媒介，比如電視和廣播廣告、平面廣告和路邊廣告牌等，仍然扮演著重要角色，但企業(yè)如今還可以利用許多其他形式的媒介。比如，癡迷于某種產(chǎn)品的消費者，可能會樂意將之推薦給朋友，從而為企業(yè)創(chuàng)造因產(chǎn)品的優(yōu)良品質(zhì)帶來的“無償”(earned)媒介。企業(yè)還可以利用“自有”(owned)媒介，通過郵件向其網(wǎng)站的注冊用戶發(fā)送產(chǎn)品和銷售提示。事實上，如今消費者作出購買決定的方式，意味著市場營銷的影響力來自于傳統(tǒng)付費媒介之外的廣泛因素。

　　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.

　　營銷人員通過付費和自有媒介推銷其產(chǎn)品，而在“無償”媒介方面，營銷人員就像是觸發(fā)用戶響應(yīng)的初始催化劑。在某些情況下，某營銷者的自有媒介會成為另一個營銷者的付費媒介。比如，當(dāng)某電子商務(wù)零售商出售其網(wǎng)站的廣告空間時，我們就將這種“售出”媒介定義為擁有巨大流量、以致其他機構(gòu)紛紛前來投放內(nèi)容或電子商務(wù)引擎的自有媒介。我們認(rèn)為，這種趨勢已蓬勃發(fā)端于零售商和航空、酒店等旅游供應(yīng)商，雖然還處于初始階段，但無疑可以走得更遠(yuǎn)。比如，強生公司創(chuàng)建了著名網(wǎng)站BabyCenter，借以推廣互補性乃至競爭性產(chǎn)品，而其他營銷者的出現(xiàn)不僅帶來了收入，還令該網(wǎng)站看起來公正客觀，并且使企業(yè)有機會從其他公司的營銷活動中獲得可貴的信息，最后還有助于擴大所有相關(guān)企業(yè)的用戶流量�！靖２妓怪形木W(wǎng)】

　　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.

　　劇烈的技術(shù)變革使?fàn)I銷人員獲得了數(shù)量更多、種類更廣的溝通選擇，但同時也帶來了更高的風(fēng)險，因為激動的消費者能夠以更迅速、更明顯、更有害的方式來表達(dá)他們的意見。這就是與“無償”媒介相對的“劫持”媒介：某項資產(chǎn)或活動變成了對某個品牌或產(chǎn)品不滿的消費者、其他股東或積極分子的劫持物。比如，社交網(wǎng)絡(luò)用戶正領(lǐng)悟到，他們可以通過“劫持”媒介來對最初創(chuàng)建該媒介的企業(yè)施加壓力�！靖２妓怪形木W(wǎng)】本文網(wǎng)址：http://www.forbeschina.com/review/201012/0005821.shtml

　　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.

　　如果那種事情發(fā)生，激動的消費者試圖勸服其他人共同抵制兩家公司的產(chǎn)品，從而危及企業(yè)聲譽。當(dāng)這種事情發(fā)生的時候，如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。比如，在今年較早前發(fā)生的召回危機中，豐田汽車公司采取了較快且較有序的社交媒體回應(yīng)行動，包括在Twitter和社會新聞網(wǎng)站Digg等網(wǎng)站上與客戶進(jìn)行直接交流，從而挽回了部分損失。【福布斯中文網(wǎng)】本文網(wǎng)址：http://www.forbeschina.com/review/201012/0005821.shtml

　　語篇分析：

　　這篇文章是很典型的，節(jié)選性決定了其不完整性，這篇文章的原文長度要遠(yuǎn)遠(yuǎn)長于節(jié)選的部分。第一段介紹了除開傳統(tǒng)的媒體之外還有新的媒體earned media 產(chǎn)生。第二段，Paid and owned media引出了sold media,第三段和第四段就hijacked media 提出看法，這篇文章是說明性質(zhì)的議論文。還是要關(guān)注論點和論據(jù)的問題。

　　31.Consumers may create “earned” media when they are

　　[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.

　　解析：Consumers passionate about a product may create "earned" media by willingly promoting it to friends同意改寫了一下，把passionate about a product 和by willingly promoting it to friends變成了when they are這樣答案就直接指向了：enthusiastic about recommending their favorite products.這樣的同意改寫在表達(dá)方式上變了但是核心含義沒有發(fā)生改變還是對語言多樣性的考察。這點Kevin是非常得意和自豪的在我的課上就是練習(xí)這種能力。所以答案就是：D

　　32. According to Paragraph 2,sold media feature

　　[A] a safe business environment. [B] random competition.

　　[C] strong user traffic. [D] flexibility in organization.

　　解析：問題問的是sold media 的特點是什么：回文定位：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.我們就將這種“售出”媒介定義為擁有巨大流量、以致其他機構(gòu)紛紛前來投放內(nèi)容或電子商務(wù)引擎的自有媒介。理解清楚答案：traffic除了有交通的意思外還有流量的意思是相對關(guān)鍵的。所以答案為：C

　　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.

　　解析：回文章定位：Such hijacked media are the opposite of earned media:Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.第二句中的they can hijack media，此處的的media就是earned media .當(dāng)它被劫持后就變成了hijacked media，進(jìn)而成為了earned media 的反面那就是產(chǎn)生不利的影響。這個題就是一定要童鞋們不要把關(guān)聯(lián)信息離散化。抓住句子間的聯(lián)系有時候比理解單個的句子更重要。

　　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 supportive consumers.

　　[D] taking advantage of hijacked media.

　　解析：例證題，我學(xué)生的拿手好戲了哈，例證一定是為了某個觀點服務(wù)的，這點很重要，只是在這個題目中我們又看到了出題人反反命題的險惡用心。看看這個例子對應(yīng)的觀點：In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 當(dāng)這種事情發(fā)生的時候，如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。按照慣性，豐田這次就應(yīng)該是釀成杯具了。但是出題人沒有給出豐田杯具了的答案，因為他們也知道這樣出題不符合常規(guī)且不人道�？忌�在這個時候可能會慌張，準(zhǔn)備認(rèn)真讀例子了，但是有個單詞不認(rèn)識alleviated到底是表示加劇還是表示減輕呢?準(zhǔn)備放棄了，別灰心!繼續(xù)往后看，with a relatively quick and well-orchestrated social-media response campaign這說明他們的措施是得到的，所以應(yīng)該是減輕。再回看前面的那一句：如果企業(yè)的回應(yīng)不夠快或不夠好，那么就可能釀成悲劇。那么就說明豐田的例子在從好的方面例證他，也就是要是處理好了就不會有杯具。對應(yīng)第一和第四個選項，兩個選項區(qū)別很明顯一個是被動回應(yīng)，一個是主動利用這樣就可得出答案：A

　　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.

　　解析：主題題，這篇文章是說明性質(zhì)的議論文，后面三個選項都只是涉及到文中說的一個細(xì)節(jié)，只有A中的Alternatives 包括了所有文章提到的幾種傳媒形式。