2011年 Text 3

出处：McKinsey Quarterly
《麦肯锡季刊》
Beyond paid media: Marketing's new
vocabulary

1---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, for example,
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.
过去市场营销要取得成功的大概指导方针常常是投入多少，收获多少。今非昔比了。虽然传统上的收费媒体仍然还是重要的------比如电视商业广告或广告印刷品------但如今的企业也可以利用许多其他形式的媒体。迷恋某种产品的消费者可能会通过心甘情愿地向朋友宣传该产品，而创建
"口碑"媒体；而一家企业可以通过发送电子邮件，提请注意相关产品的情况，并将产品销售给在其网站注册的用户，来利用"自有"媒体。事实上，现在消费者做出购买决策的方式意味着，市场营销的影响力不仅来自传统收费媒体，更来自于其它广泛的因素。
注： 收费媒体(Paid
Media)、免费或口碑媒体(Earned Media)、自有媒体(Owned Media)
、劫持媒体（Hijacked Media）

2---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.

市场营销商可以控制收费媒体和自有媒体宣传自己的产品。对于口碑媒体，这些营销商则要充当用户反应的最初催化剂。但在某些情况下--例如，当一个电子商务零售商出售其网站上的广告空间时--一个营销商的自有媒体就会成为另一个营销商的收费媒体。我们将这种出售媒体定义为一种自有媒体，由于其访问流量如此之大，以至于其他组织也希望将其内容或电子商务引擎放置在该环境中。我们认为，这种趋势目前仍处于起步阶段，它有效地肇始于零售商和旅游服务提供商（如航空公司和酒店），并且无疑在这方面它们将会走得更远。例如，强生公司创建了宝宝中心网（BabyCenter），它是一家独立的媒体性质的网站，用于宣传一些具有互补性甚至竞争性的产品。其他商家的存在除了能产生收入以外，还使该网站显得比较客观，使一些企业有机会了解到关于其他企业营销诉求的有价值信息，而且，该网站可能会帮助所有相关企业增大用户流量。

注：
1. Johnson &
Johnson强生公司
2．BabyCenter文章没有说它是网站，但上下文语境中它只能是一个网站。因为上下文强调网站媒体。

3---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.
同样是这些为营销人员提供了更多（以及更多样化）沟通选择的重大技术变革，也增大了风险，一些充满激情的消费者将会以更快捷、更明显和更具杀伤力的方式利用这些相同的技术变革，表达他们的意见。这些劫持媒体与口碑媒体正好相反：一项资产或一个活动会变为人质，会成为消费者、其他利益相关者，或对一种品牌或产品持否定偏激评论者的"人质"。例如，各种社交网的成员们正在认识到，他们可以通过劫持媒体，来向当初创建这些媒体的企业施加压力。

4---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.
这种事情如果发生，那么充满激情的消费者就会努力说服其他人来抵制某种产品，从而危及到目标企业的声誉。这种情况下，企业的反应要越迅速，越周全越好，而且越快了解到事态发展越好（或效率越高越好，或学习曲线越陡越好）。例如，丰田汽车公司在今年早些时候的汽车召回危机中，利用比较快速和精心策划的社交媒体应对活动，包括在一些网站（如Twitter和社会新闻网站Digg）直接与消费者接触的努力，减轻了这次危机造成的一些损害。

注：
1.may not be sufficiently
的含义是"越...越好"类似与You cannot be too careful. 你越仔细越好。
2. learning
curve指学习曲线，学习曲线可以将学习效果数量化绘制于坐标纸上，横轴代表练习次数（或产量），纵轴代表学习的效果（单位产品所耗时间），这样绘制出的一条曲线，就是学习曲线。学习曲线包括两个阶段：一个是学习阶段一个是标准阶段，学习阶段的线越陡，表明单位时间产量越高。所以学习曲线越陡表明"单位时间内产量高"。

31. Consumers may create "earned" media
when they are ____________.
[A] obsessed with online shopping at
certain Web sites. 沉迷于某些网站的在线购物
[B] inspired by product-promoting e-mails
sent to them.得到发给他们的产品促销邮件的鼓励
[C] eager to help their friends promote
quality products. 热心帮助他们的朋友推销有质量的商品。
[D] enthusiastic about recommending
their favorite products.热心推荐他们喜欢的产品。
【分析】：Consumers passionate about a product
may, for example, create "earned" media by willingly promoting it
to friends,
迷恋某种产品的消费者可能会通过心甘情愿地向朋友宣传该产品，而创建"口碑"媒体。所以D为正确答案。

32. According to Paragraph 2, sold media
feature____________.
[A] a safe business
environment.安全的商业环境
[B] random competition.随意竞争
[C] strong user traffic.
强大的用户流量。
[D] flexibility in organization.
公司组织的灵活×
【分析】：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.
说明sold
media的访问量很大，才可以把自己的广告空间卖给想要的客户。所以本题C为正确答案。A选项文章中没有强调safe的含义。B和D是无中生有，主观推导。

33. The author indicates in Paragraph 3
that earned media____________.
[A] invite constant conflicts with
passionate consumers. 引起热情的消费者持续冲突
[B] can be used to produce negative
effects in marketing. 在营销中有人利用它来制造负面影响
[C] may be responsible for fiercer
competition. 引起了更激烈的竞争。
[D] deserve all the negative comments
about them. 应该受到关于它们的负面评价。
【分析】：文章中强调了 earned media也可以被用来攻击a brand or
product。即earned media是一把双刃剑，earned media会出现消极评论，它就会转变为hijacked
media。

34. Toyota Motor's experience is cited as
an example of____________.
[A] responding effectively to
hijacked media. 对劫持媒体做出有效回应。
[B] persuading customers into boycotting
products. 说服顾客抵制产品。×
[C] cooperating with supportive consumers.
和支持的消费者合作。×
[D] takingadvantage of hijacked
media.利用劫持媒体。
【分析】： 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.丰田汽车公司在今年早些时候的汽车召回危机中，利用比较快速和精心策划的社交媒体应对活动，包括在一些网站（如Twitter和社会新闻网站Digg）直接与消费者接触的努力，减轻了这次危机造成的一些损害。可以看出Toyota是个积极有效的正面的例子。

35. Which of the following is the text
mainly about?
[A] Alternatives to conventional
paid media. 收费媒体之外的各种媒体
[B] Conflict between hijacked and earned
media. 劫持媒体和口碑媒体的矛盾冲突
[C] Dominance of hijacked media.
劫持媒体的优势
[D] Popularity of owned
media.自有媒体的流行
【分析】：
本文第一段引出了收费媒体(Paid Media)、口碑媒体(Earned
Media)、自有媒体(Owned Media)，第二段引出出售媒体（sold
media），第三段引出劫持媒体（hijacked
media）；第四段讲针对劫持媒体的对策。所以本文主要收费媒体之外的其他新名词。

• instance [´instəns] n.例子，实例，例证 (初中英语单词)
• traffic [´træfik] n.交通，运输 (初中英语单词)
• dramatic [drə´mætik] a.戏剧的；戏剧般的 (初中英语单词)
• visible [´vizəbəl] a.可见的；明显的 (初中英语单词)
• learning [´lə:niŋ] n.学习；学问；知识 (初中英语单词)
• pressure [´preʃə] n.压榨 vt.对...施压力 (初中英语单词)
• persuade [pə´sweid] v.(被)说服；使相信 (初中英语单词)
• sufficiently [sə´fiʃəntli] ad.充分地，足够地 (初中英语单词)
• paragraph [´pærəgrɑ:f] n.段；节 vt.将...分段 (初中英语单词)
• constant [´kɔnstənt] a.坚定的；坚贞的 (初中英语单词)
• responsible [ri´spɔnsəbəl] a.尽责的；责任重大的 (初中英语单词)
• deserve [di´zə:v] v.应受；值得 (初中英语单词)
• advantage [əd´vɑ:ntidʒ] n.优势；利益 (初中英语单词)
• conflict [´kɔnflikt, kən´flikt] n.&vi.战斗；抵触 (初中英语单词)
• exploit [´eksplɔit] n.功绩 vt.剥削；开发 (高中英语单词)
• passionate [´pæʃənit] a.易动情的；易怒的 (高中英语单词)
• define [di´fain] vt.解释；说明；限定 (高中英语单词)
• environment [in´vaiərənmənt] n.郊区；周围；条件 (高中英语单词)
• appeal [ə´pi:l] vi.&n.请求；呼吁；上诉 (高中英语单词)
• expand [ik´spænd] vt.张开；膨胀；扩大 (高中英语单词)
• campaign [kæm´pein] n.战役；行动 vi.从军 (高中英语单词)
• negative [´negətiv] a.否定的 n.否定词 (高中英语单词)
• originally [ə´ridʒənəli] ad.本来；独创地 (高中英语单词)
• response [ri´spɔns] n.回答；响应 (高中英语单词)
• thoughtful [´θɔ:tfəl] a.深思的；体贴的 (高中英语单词)
• crisis [´kraisis] n.转折点；危机 (高中英语单词)
• relatively [´relətivli] ad.比较地；相对地 (高中英语单词)
• enthusiastic [inθju:zi´æstik] a.热情的，热心的 (高中英语单词)
• random [´rændəm] n.偶然的行动 (高中英语单词)
• popularity [,pɔpju´læriti] n.普及；流行；名望 (高中英语单词)
• traditional [trə´diʃənəl] a.传统的，习惯的 (英语四级单词)
• willingly [´wiliŋli] ad.情愿地，乐意地 (英语四级单词)
• infancy [´infənsi] n.婴儿期；初期 (英语四级单词)
• competitive [kəm´petitiv] a.竞争的，比赛的 (英语四级单词)
• impact [´impækt] n.影响，作用；冲击 (英语六级单词)
• effectively [i´fektivli] ad.有效地 (英语六级单词)
• twitter [´twitə] vi.(鸟)吱吱叫 n.鸟鸣 (英语六级单词)
• taking [´teikiŋ] a.迷人的 n.捕获物 (英语六级单词)