2021年考研英语(一)真题第3篇 .pdfVIP

2021 年考研英语 (一)真题第 3 篇 Alternatives to Conventional Paid Media The rough guide to marketing success used to be that yo got what you paid for.过去，市场营销的成功诀窍简而言之就是一 分钱一分货。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.然而时过境迁。虽然传统的付费媒介，比如电视和广播 广告、平面广告和路边广告牌等，仍然扮演着重要角色，但企业如今 还可以利用许多其他形式的媒介。 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.痴迷于某种产品的消费者，可能会乐意将之推荐 给朋友，从而为企业创造因产品的优良品质带来的无偿媒介。企业 还可以利用自有媒介，通过邮件向其网站的注册用户发送产品和销 售提示。The way consumers now approach the process of making purchase decisions means that marketings impact stems from a broad range of factorsbeyond conventional paid media.事实上， 如今消费者作出购买决定的方式，意味着市场营销的影响力来自于传 第 1 页 共 4 页 统付费媒介之外的广泛因素。Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users responses.营 销人员通过付费和自有媒介推销其产品，而在无偿媒介方面，营销 人员就像是触发用户响应的初始催化剂。 But in some cases, one marketers owned media become anothe marketers paid media-fo instance, when an e-commerce retaile sells ad space on its Web site.在某些情况下，某营销者的自有媒介会成为另一个 营销者的付费媒介。We define such sold media as owned media whose traffic is so strong that othe organizations place thei content or e-commerce engines within that environment.比如， 当某电子商务零售商出售其网站的广告空间时，我们就将这种售出 媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商 务引擎的自有媒介。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.我 们认为，这种趋势已蓬勃发端于零售商和航空、酒店等旅游供应商， 虽然还处于初始阶段，但无疑可以走得更远。Johnson Johnson, fo example, has created BabyCenter, a stan