The rough guide t0 marketing success used to be that you got what you paid for．No longer．While traditional“paid”media——such as t

admin2020-03-28 26

问题 The rough guide t0 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”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 process of making purchase decisions means that marketing’s impact stems from a 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 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 CuYve 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．
Consumers may create“earned”media when they are____________

选项 A、obsessed with online shopping at certain Web sites
B、inspired by product-promoting e-mails sent to them
C、eager to help their friends promote quality products
D、enthusiastic about recommending their favorite products

答案D

解析细节题。根据题干定位在文章第一段第四句：热衷于某种产品的消费者，可以通过自愿推荐给朋友的方式，为企业创造无偿媒介。D项中的enthusiastic和原文中的passionate同义，且recommend和promote同义，因此D项为正确答案。文中未提到网络购买，故排除A项。文中消费者向朋友推荐喜欢的商品是他们的主动行为，而非被动，故排除B项。文中是向朋友推荐，而非帮朋友推荐，故排除C项。故本题选D。

转载请注明原文地址:https://kaotiyun.com/show/eRjY777K

本试题收录于：银保监财经类题库国家公务员分类

银保监财经类

国家公务员

相关试题推荐

随机试题

最新回复(0)

The rough guide t0 marketing success used to be that you got what you paid for．No longer．While traditional“paid”media——such as t

银保监财经类

国家公务员

依我国《继承法》，关于遗嘱继承与法定继承的关系，正确的选项是()。

雍正上任后，坚决不“贪”。他首先诛杀贪官，保持高压，让官员们听到“钱”字就发抖。在对贪官执行死刑时，常组织官员到场，他认为现场警示教育，比让官员学习《论语》管用得多。填入画横线部分最恰当的一项是：

在下列经济行为中，属于货币执行流通手段职能的是：

信息流重组是根据企业的战略目标和顾客需求对业务流程内含的信息流进行优化组合的过程，可以近似地看作是业务流程重组的前期规划阶段。根据上述定义，下列选项中属于信息流重组的是：

对一个组织来说，各个组成部分往往是的，而劣质的部分往往决定了整个组织的水平。为了发挥组织的作用，释放它的潜力，就必须弥补薄弱环节，使组织能够在市场竞争中处于不败之地。填入画横线部分最恰当的一项是：

在借贷记账法下，期末结账以后，一般有余额的账户有()。