Text 3

1. The rough guide to marketing success used to be that you got what you paid for.

词汇

rough [rʌf] a. 大致的；粗糙的；粗暴的；危险的

guide [ɡaɪd] n. 指南；向导；指导的事物

marketing [ˑmɑːkɪtɪŋ] n. 营销；促销

success [sək'ses] n. 成功；胜利

used to do 过去常常做

pay for 为……而付钱

2. No longer.

词汇

no longer 不再，不再是

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.

词汇

while [wail] conj. 虽然；当……的时候；然而（表示对比）

traditional [trəˑdɪʃən(ə)l] a. 传统的；惯例的；守旧的

paid [peɪd] a. 付费的；有报酬的

media [ˑmiːdiə] n. 大众传播媒介（ medium 的复数形式）

paid media 付费媒体

such as 例如

commercial [kəˑmɜːʃ(ə)l] n. （电台或电视播放的）广告

print [prɪnt] n. 印刷行业；出版界；印刷字体

advertisement [ədˑvɜːtɪsmənt] n. 广告；广告活动

play a major role 发挥主要作用

company [ˑkʌmpəni] n. 公司；剧团；陪伴

exploit [ɪkˑsplɔɪt] v. 运用；开发；剥削

alternative [ɔːlˑtɜːnətɪv] a. 可供替代的；非传统的；另类的

form [fɔːm] n. 形式；表格；种类

4. 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.

词汇

consumer [kənˑsjuːmə(r)] n. 消费者；用户

passionate [ˑpæʃənət] a. 热诚的；情意绵绵的；怒不可遏的

product [ˑprɒdʌkt] n. 产品；结果；乘积

create [kriˑeɪt] v. 创造；造成

earned media 赢得媒体

willingly [ˑwɪlɪŋli] ad. 欣然地；愿意地

promote [prəˑməʊt] v. 促进，推动；促销；提升

leverage [ˑliːvərɪdʒ] v. 借助已有的……实现新（或更好）的目标

owned media 自有媒体

send [send] v. 发送；邮寄；传达

e-mail [ˑiː meɪl] n. 电子邮件

alert [əˑlɜːt] n. 警报；警戒

sale [seɪl] n. 特价销售，大减价；销售

register [ˑredʒɪstə(r)] v. 注册；提出主张；显示（读数）

web [web] n. 网络；网状物

site [saɪt] n. 网站；地点，位置；现场

5. 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.

词汇

way [weɪ] n. 方式；道路

approach [əˑprəʊtʃ] v. 着手处理；靠近；接洽

process [ˑprəʊses] n. 过程；步骤

purchase [ˑpɜːtʃəs] n. 购买；购买的东西；握紧

decision [dɪˑsɪʒ(ə)n] 决定；决断（力）；做决定

mean [miːn] v. 意味着；意思是；打算

impact [ˑɪmpækt] n. 巨大影响；撞击

stem from 源于，来自

broad [brɔːd] a. 广泛的；宽阔的；……宽；概括的

range [reɪndʒ] n. 范围；一系列；类

a broad range of 广泛的；大范围的

factor [ˑfæktə(r)] n. 因素；因子；系数

conventional [kənˑvenʃən(ə)l] a. 传统的；依照惯例的；非核的

6. Paid and owned media are controlled by marketers promoting their own products.

词汇

own [əʊn] v. 拥有；承认

control [kənˑtrəʊl] v. 控制；阻止蔓延（或恶化）；限制

marketer [ˑmɑːkɪtə(r)] n. 营销商，营销者

7. For earned media, such marketers act as the initiator for users’ responses.

词汇

act as 担当，担任；起……作用

initiator [ɪˑnɪʃieɪtə(r)] n. 发起人；创始人

user [ˑjuːzə(r)] n. 用户；使用者

response [rɪˑspɒns] n. 反应；答复

8. 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.

词汇

in some cases 在某些情况下

for instance 例如

e-commerce [i:kɒm\:s] n. 电子商务

retailer [ˑriːteɪlə(r)] n. 零售商，零售店

sell [sel] v. 出售；售价是……

ad [æd] n. 广告

space [speɪs] n. 空间；空隙；太空；期间

9. 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.

词汇

define A as B 把 A 定义为 B

sold media 售卖媒体

traffic [ˑtræfɪk] n. 信息流量；交通；航行；运输

strong a. 大量的；强壮的；有影响的

or ganization [ˌɔːɡənaɪˑzeɪʃn] n. 机构；组织工作；安排；条理

place [pleɪs] v. 放置；安置

content [ˑkɒntent] n. 内容；目录；含量

engine [ˑendʒɪn] n. 引擎；火车头

en vironment [ɪnˑvaɪrənmənt] n. 环境；自然环境；软件包

10. 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.

词汇

trend [trend] n. 趋势，动向

believe [bɪˑliːv] v. 认为；相信

infancy [ˑɪnfənsi] n. 初期；婴儿期；幼儿期

effectively [ɪˑfektɪvli] ad. 实际上；有效地

travel [ˑtræv(ə)l] n. 旅行

provider [prəˑvaɪdə(r)] n. 供应者；供养人

airline [ˑeəlaɪn] n. 航空公司

hotel [həʊˑtel] n. 旅馆；酒吧；餐馆

doubt [daʊt] n. 疑惑；不相信

go further 更进一步

11. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.

词汇

for example 例如

stand-alone [ˌstænd əˑləʊn] a. 独立的

property [ˑprɒpəti] n. 财产；房地产；特性

complementary [ˌkɒmplɪˑment(ə)ri] a. 互补的；补充的

even [ˑiːv(ə)n] ad. 甚至；更加；实际上

competitive [kəmˑpetətɪv] a. 竞争的；一心求胜的；有竞争力的

12. 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.

词汇

besides [bɪˑsaɪdz] prep. 除……之外（还）

generate [ˑdʒenəreɪt] v. 产生，引起

income [ˑɪnkʌm] n. 收入，收益

presence [ˑprezns] n. 出现；出席；仪态

seem [siːm] linkv. 似乎；看起来

objective [əbˑdʒektɪv] a. 客观的；宾格的

opportunity [ˌɒpəˑtjuːnəti] n. 机会；时机

learn [lɜːn] v. 得知；学习；记住；意识到

valuable [ˑvæljuəbl] a. 宝贵的；很值钱的

information [ˌɪnfəˑmeɪʃ(ə)n] n. 信息；情报

appeal [ə'piːl] n. 吸引力；呼吁；上诉；启发

expand [ɪkˑspænd] v. 扩大；扩展；详述

user traffic 用户流量

concern [kənˑsɜːn] v. 涉及；让（某人）担忧；（对……）感兴趣

13. 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.

词汇

same [seɪm] a. 同样的；相同的

dramatic [drəˑmætɪk] a. 巨大的；引人注目的；戏剧的；戏剧性的

technological [ˌteknəˑlɒdʒɪk(ə)l] a. 与技术有关的

change [tʃeɪndʒ] n. 变化；改变

provide [prəˑvaɪd] v. 提供；给予；规定

diverse [daɪˑvɜːs] a. 不同的，多种多样的

communication [kəˌmjuːnɪˑkeɪʃ(ə)n] n. 通信；交流；信息

choice [tʃɔɪs] n. 选择；挑选

increase [ɪnˑkriːs] v. 增加；提高

risk [rɪsk] n. 风险；危险人物；会带来风险的事物

voice [vɔɪs] v. 表达（感情或意见）；发浊音

opinion [ə'pɪnjən] n. 意见；（群体的）观点；专家意见

quick [kwɪk] a. 迅速的；时间短暂的；敏捷的

visible [ˑvɪzəb(ə)l] a. 明显的；看得见的

damaging [ˑdæmɪdʒɪŋ] a. 造成破坏的；有害的

14. 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.

词汇

hijacked media 劫持媒体

opposite [ˑɒpəzɪt] n. 对立的人（或物），对立面

asset [ˑæset] n. 资产；有价值的人（或事物）

campaign [kæmˑpeɪn] n. 活动；运动；一系列军事行动

hostage [ˑhɒstɪdʒ] n. 人质

stakeholder [ˑsteɪkhəʊldə(r)] n. 有权益关系者，参与人；赌金保管人

activist [ˑæktɪvɪst] n. 积极分子；活跃分子

negative [ˑneɡətɪv] a. 负面的；否定的；有害的

allegation [ˌæləˑɡeɪʃn] n. （无证据的）说法，指控

brand [brænd] n. 品牌；类型；烙印

15. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.

词汇

member [ˑmembə(r)] n. 成员；会员

social [ˑsəʊʃ(ə)l] a. 社交的；社会的；群居的

network [ˑnetwɜːk] n. 网络；人际网；广播网；电视网

hijack [ˑhaɪdʒæk] v. 劫持；操纵

apply [əˑplaɪ] v. 使用；涂；涉及；申请

apply pressure on 施加压力

business ['bɪznəs] n. 企业；商业；生意

originally [əˑrɪdʒənəli] ad. 起初；原来

16. If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.

词汇

happen [ˑhæpən] v. 发生；使遭遇；碰巧

persuade [pəˑsweɪd] v. 说服；使信服

boycott [ˑbɔɪkɒt] n. 抵制；拒绝购买（或使用、参加）

target [ˑtɑːɡɪt] n. 目标；对象；靶子

at risk 处于危险或风险之中

17. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.

词汇

case [keɪs] n. 具体情况；案例；病例

sufficiently [səˑfɪʃntli] ad. 足够地，充分地

thoughtful [ˑθɔːtf(ə)l] a. 深思熟虑的；体贴的；深思的

curve [kɜːv] n. 曲线；曲线球

steep [stiːp] a. 陡峭的；急剧的；过高的

18. 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.

词汇

alleviate [əˑliːvieɪt] v. 减轻，缓和

damage [ˑdæmɪdʒ] n. 损坏，损失；伤害

recall [rɪˑkɔːl] n. 召回令；记忆力

crisis [ˑkraɪsɪs] n. 危机；危难时刻

earlier [ˑɜːli] ad. 在早期；提早；早些时候

relatively [ˑrelətɪvli] ad. 相对地；相当程度上

orchestrate [ˑɔːkɪstreɪt] v. 精心安排；密谋；编配（或创作管弦乐曲）

campaign [kæmˑpeɪn] n. 活动，运动；战役

include [ɪnˑkluːd] v. 包括；包含

effort [ˑefət] n. 努力；艰难的尝试；努力的结果

engage [ɪnˑɡeɪdʒ] v. 与……建立密切关系；雇用；吸引住

directly [dəˑrektli] ad. 直接地；恰好；立即；过一会儿 RZut1Qk6a2xK7uJKvS17YHzmWRxfAs7y56fnWi1sx4tqMAFTw2s4c3ZaXObSMnLl