首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
公务员
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
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
admin
2020-03-28
50
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.
Toyota Motor’s experience is cited as an example of____________.
选项
A、responding effectively to hijacked media
B、persuading customers into boycotting products
C、cooperating with supportive consumers
D、taking advantage of hijacked media
答案
A
解析
细节题。根据题干定位在文章第四段,其中第一句为文章的主题句,其大意为:如果发生了这样的事情,狂热的消费者可能试图劝服其他人共同抵制公司产品,从而危及企业声誉。这种情况下,企业反应也许不够快或不够好,而且学习应对的道路会非常曲折。接着,文中列举了丰田汽车公司的例子,它能减少部分损失,其原因在于:采取了较快且较有序的社交媒体回应行动。由此判断A项为正确答案。文中末段第一句提到了消费者可能会劝说其他人抵制某些产品,故B项排除。在例子中提到丰田汽车公司缓解危机的方式是与消费者直接沟通,属于例子内的信息且沟通交流不等于合作,故C项排除。文中是消除被劫持媒体带来的危害,而非去利用被劫持的媒体,故D项排除。故本题选A。
转载请注明原文地址:https://kaotiyun.com/show/vRjY777K
本试题收录于:
银保监财经类题库国家公务员分类
0
银保监财经类
国家公务员
相关试题推荐
人体是一个庞大的共生体。人体皮肤表面、口腔、呼吸道、肠道________着大量微生物,它们的数量是人体本身细胞的数十倍,编码的基因是人体基因的100倍。每个人的身体里都会有微生物留存的痕迹,而人体的健康会与体内的菌群________。人们将特定环境中包括微
无论是体长、体重或是综合进行考量,蓝鲸都无愧于现存最“大”的生物体。而生活在广袤的大洋中,蓝鲸不需要像陆生动物那样费力地支撑起自己沉重的体重,可以自在地_______。 依次填入划横线部分最恰当的一项是:
“十四五”时期是我国全面建成小康社会、实现第一个百年奋斗目标之后,乘势而上开启全面建设社会主义现代化国家新征程、向第二个百年奋斗目标进军的第一个五年。下列有关“十四五”规划说法正确的是:
根据下列资料,回答下列问题。2011—2015年,我国独立学院占民办学校的比重超过40%的年份有()年。
老龄产业指由老年消费市场需求增长带动而形成的特色产业,它包括所有有关满足老年人特殊需求的商品生产、销售和服务等经济活动。根据上述定义,下列属于老龄产业的是:
根据下列资料,回答下列问题。2016年,全国固定资产投资(不含农户)41378亿元,同比增长8.9%,增速比上年全年加快0.8个百分点。其中,国有控股投资14662亿元,增长14.4%;民间投资24977亿元,增长6.7%,比上年全年加快3.5个百分点,
随着我国文化产业规模的扩大,文化产品开发的深入程度与精致程度的要求也大大增强。其中一个突出的问题就是“没米下锅”:许多生产商握有足够的资金,却找不到合适的艺术作品进行商业开发。我国当前电视台推出的连续剧、动画片虽然不少,但以庸俗的、低层次重复的作品居多——
高语境交流是指说话者的言语或行为意义来源于或内在化于说话者当时所处的语境,他所表达的东西往往比他所说的东西要多,许多意思都包括在语境之中,不需要每一点都明白无误地讲出来。低语境交流和高语境交流相反,即需要表达的主要讯息都通过外在的语言方式进行传达。根据上述
根据下列资料,回答问题。2016年年末,全国参加基本养老保险人数为88777万人,比上年年末增加2943万人。全年基本养老保险基金收入37991亿元,比上年增长18%,其中征缴收入27500亿元,比上年增长16%。全年基本养老保险基金支出3400
WhenLiamMcGeedepartedaspresidentofBankofAmericainAugust,hisexplanationwassurprisinglystraightup.Ratherthancloa
随机试题
滥用职权的行为主要表现为:(1)_______;(2)_______;(3)_______。
根据产权清晰的要求,国有企业改革中应该有()
以下指标为诊断ARDS的必要条件的是
关于诉讼时效的法律效力,下列说法中,不正确的是()。
财务会计核算的基本前提包括( )。
企业采用合并式改建方式进行公司制改建的.经评估后的净资产折合的国有股份如果分属不同投资主体,则折合后的国有股份正确的处理方法是()。
在我国,以伊斯兰教为主要信仰的少数民族有()。
A、 B、 C、 D、 A题考查的是公有成员的特点。公有成员允许可使用者访问,提供了类对外部的接口。
A、Healthyeating.B、Diet-relateddiseases.C、Eatingdisorders.D、Food-heathrelationship.D
【B1】【B9】
最新回复
(
0
)