2011考研英语一，2011考研英语一真题及答案完整版
Text 3
图片来源于网络，如侵权立即删除
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\”(第31题) 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 broad range of factors beyond conventional paid media.
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(第32题) 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.
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.
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,(第34题) 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.
本文关键词:earned media hijacked media
本文主旨:Alternatives to conventional paid media
31.Consumers may create \”earned\” media when they are
消费者可能创建“免费”媒介，当他们( )时
A] obsessed with online shopping at certain Web sites
着迷于在某个网站进行网络购物
B] inspired by product-promoting e-mails sent to them
受到发送给他们的产品促销邮件的启发
C] eager to help their friends promote quality products
渴望帮助朋友推销优质产品
D] enthusiastic about recommending their favorite products
热衷于推荐自己最喜欢的产品，原文:Consumers passionate about a product may create \”earned\” media by willingly promoting it to friends，热衷某一产品的消费者自愿将其推荐给朋友时，便创建了“免费”媒介。D正确。
32. According to Paragraph 2,sold media feature
根据第二段可知，出售媒介以( )为特色
A] a safe business environment
安全的事业环境
B] random competition
随机的竞争
C] strong user traffic
巨大的用户流量，原文: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. 我们把这样的出售媒介定义为:访问量如此之大以至于其他机构也将广告内容或者电子商务引擎放置在它的网络环境中，可见出售媒介的特色是流量为王。
D] flexibility in organization
组织形式灵活
33. The author indicates in Paragraph 3 that earned media
作者在第三段暗示“赢得”媒介
A] invite constant conflicts with passionate consumers
招致与狂热消费者的不断冲突
B] can be used to produce negative effects in marketing
可被用于制造负面的营销效应，原文:increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. 充满激情的消费者会以更快、更公开可见和更具破坏性的方式发表其观点，可见“赢得”媒介也可以对企业产生负面影响。
C] may be responsible for fiercer competition
可能是竞争愈演愈烈的原因
D] deserve all the negative comments about them
理应受到所有对其负面评论
34. Toyota Motor’s experience is cited as an example of
丰田汽车的经验被用作( )的例子
A] responding effectively to hijacked media
有效应对劫持媒介，原文:alleviated some of the damage from its recall crisis earlier this year，缓解了今年早些时候的召回危机所造成的部分伤害;前文所描述的气愤的消费者所发动的抵制等行为是对应上一段的“hijacked media”，而接着就举了丰田的例子，说明丰田有效应对了劫持媒介。
B] persuading customers into boycotting products
说服顾客抵制产品
C] cooperating with supportive consumers
与给予支持的消费者合作
D] taking advantage of hijacked media
利用劫持媒介
35. Which of the following is the text mainly about ?
以下哪一项是本文主旨
A] Alternatives to conventional paid media
传统付费媒介的替代选择
B] Conflict between hijacked and earned media
劫持媒介和付费媒介的冲突
C] Dominance of hijacked media
劫持媒介的支配地位
D] Popularity of owned media
自有媒介的流行
选主旨看首段，第一段:While traditional \”paid\” media – … – still play a major role, companies today can exploit many alternative forms of media.说明传统媒介有替代选择，接着介绍了“earned media”、“hijacted media”等，A项最能概括主旨。
词汇总结：
passionate /’pæʃənət/ adj. 热情的，易怒的，激情的
真题：Consumers passionate about a product may create \”owned\” media by willingly promoting it to friends,and a company may leverage(杠杆作用，影响力) “owned” media by sending e-mail alerts(警觉的，使意识到) about products and sales to customers registered(注册) with its Web site.
译：热衷某一产品的消费者可以通过自愿将之推荐给朋友的方式，创建“赢得”媒介，企业可以通过给在其网站上注册的消费者发送关于产品及减价信息的邮件提示，充分利用“自有”媒介。
register /’rɛdʒɪstɚ/ v. 记录，登记，注册，挂号； n. 暂存器，记录，登记簿； n. 语域; 通风调节设备
例句：Are you a registered student? 你是注册的学生吗？
拓展：check in/out 酒店入住/退房 reception 接待
infancy /’ɪnfənsi/ n. 婴儿期，幼年，初期 [法律]未成年
真题：This trend ,which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines(航空公司) and hotels and will no doubt go further.
译：我们相信这种趋势目前仍处于起始状态，它始于零售商和像航空公司、酒店等旅游服务提供商，且很有效果，势必会得到进一步发展。
complementary /’kɑmplə’mɛntri/ adj. 补充的，互补的
真题：Johnson & Johnson, for example, has created BabyCenter, a stand-alone(独立的) media property(财产) that promotes complementary and even competitive products.
译：例如，强生公司创建了宝宝中心，它是一家独立的媒介资产，用于推广互补性甚至是竞争性的产品。
同义词：supplementary
allegation /ælɪ’geɪʃ(ə)n/ n. 断言，主张，辩解，暗指
真题：Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage(人质) to (consumers, other stakeholders, or activists) who make negative allegations about a brand or product.
译：这种“劫持媒介”是免费媒介的反面：一种资产或一个商业活动被消费者、其他利益想跟着或者激进主义分子劫持为人质，对某一品牌或产品发表负面评论。
拓展：alledged 被说成的，声称的，有嫌疑的 allegiance 忠诚
visible /’vɪzəbl/ adj. 可见的，看得见的
真题：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.
译：同样是这些重大的技术变革，在给营销商带来更多的(以及更多样化的)传播渠道选择的同时，也增加了风险，那就是充满激情的消费者会以更快、更公开可见和更具破坏性的方式发表他们的观点。
拓展：visualise 想象 envision 设想，想象 vision 视觉，先见之明，光景，视力，幻想，影像
boycott /’bɔɪkɑt/ vt. 抵制，拒绝参加
真题：If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.
译：这种情况一旦发生，充满激情的消费者会努力说服他人抵制产品，从而危及目标公司的声誉。
sufficient /sə’fɪʃnt/ adj. 足够的，充分的
真题：In such a case, the company’s response may not be sufficiently quick or thoughtful(considerate 体贴的), and the learning curve has been steep(陡峭的).
译：在这种情况下，公司的回应越迅速、周到越好，学习曲线十分陡峭。
同义词：adequate ample
alleviate /ə’livɪ’et/ vt. 减轻，使…缓和
真题：Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated(和谐的安排) social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
译：例如，丰田汽车公司通过发动相对迅速、协调有致的社交媒介回应活动，包括在Twitter和社会新闻网Digg等网站上与消费者直接互动，缓解了今年早些时候的召回危机所造成的部分损失。
欢迎关注微信公众号：lisa的笔记 如需考研英语辅导可私信
2011考研英语一(2011考研英语一参考及答案完整版)