2011年考研阅读文章T3精读——解析版.docx

2011年考研阅读文章精读——解析版Text 3①The rough guide to marketing success used to be that you got what you paid for. ②No longer. ③ 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. ④Consumers 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. ⑤The 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. * The rough guide 大致准则* used to be 曾经是* you got what you paid for 一分钱一分货 * no longer = not any longer 不再如此The extra workers wont be needed any longer.不再需要额外的工人。* while A, B 尽管，但是* still play a major role 依旧扮演重要角色* exploit many alternative forms of media 利用很多其他形式的媒体They had a right to seek alternative employment.他们有权另谋高就。* Consumers passionate about a product 热衷于某产品的消费者* by willingly promoting it to friends 通过乐意地推荐它给朋友* leverage media 充分利用媒体* customers registered with its Web site 网站注册用户* approach the process of making purchase decisions 接近做出购买决定的这一过程 * a broad range of factors 广泛的因素* beyond conventional paid media 传统付费媒体之外的①Paid and owned media are controlled by marketers promoting their own products. ②For earned media, such marketers act as the initiator for users‘ responses. ③But 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. ④We 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. ⑤This 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. ⑥ Johnson Johnson, f