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
49
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
退行心理是一种心理防御机制,是指人们在遭受挫折、面临困难时,以比较幼稚的态度,选择早期生活阶段的某种行为方式来应对当前情况。对于二三十岁的成年人来说,经常要面临来自于各个方面的多重压力,于是在某些比较自由的环境中,很多人都会通过退行心理来调节情绪、释放压力
下列有关我国2020年科技成就的说法正确的是:
下列关于黄河流域的说法错误的是:
有氧运动,指在氧气供应充分的情况下,由全身主要肌群共同参与的,持续半个小时以上的体育锻炼活动。根据上述定义,下列属于有氧运动的是:
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,
医疗体制改革关系到每个市民的________利益,因此,要多争取医务人员和市民的意见。让他们写出医疗体制改革方案,提出妙计,领导小组集大家的智慧,________出最佳的医疗体制改革方案。填入画横线部分最恰当的一项是:
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:
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
在生活的很多领域中,数字的存在___________:账户余额、租金、待售汽车的性能,所有这些都应该用准确的数字表现出来,而不只是用___________的概念或感觉来描述。在私人生活中,数字却是___________:如果有人不是写日记,而是在ExCel
CigarettesmokingisahealthhazardofsufficientimportanceintheUnitedStates.Itwas50yearsagothismonththatAmerica’s
随机试题
3日龄新生儿血电解质的特点下列哪项除外:()
23岁男性患者,2周前突起全身水肿、尿量减少、血尿,近5天来尿量逐渐减少,伴脸色苍白,查:血压180/100mmHg,尿蛋白(+++),红细胞(+++),白细胞0~3个/HP,颗粒管型0~2个/HP,血肌酐440μmol/L,血红蛋白90g/L。如作肾
男,40岁。十二指肠溃疡病史5年,2小时前饱餐后突然腹痛难忍,伴恶心、呕吐,查体:脉搏85次/分,血压110/75mmHg,腹式呼吸减弱,腹膜刺激征(+),移动性浊音(+),肠鸣音消失。为协助诊断最简单而可靠的辅助检查是
三叉神经第三支属于
下列土地中,不适宜进行城市建设的有()。
地下水中含量较多的常见元素是()。
一条河的水流速度为每小时4千米。一条船以恒定的速度逆流航行6千米后,再返回原地,共耗时2小时(不计船掉头的时间)。请问:船逆流航行与顺流航行的速度之比是多少?
物体发出光,或者被发光,总之,只要从物体来的光到达我们的眼睛,就会在眼睛中成像,这样我们就看到了物体。因为日常经验中光是直线行进的,沿着光到达眼睛的方向反推过去。就判断出物体所在的方向;再根据光线角度的变化程度判断出物体的远近。如果光线拐了弯到达我们的眼睛
没收官僚资本具有两重性质,既具有民主革命的性质,又具有社会主义革命的性质。具体体现在
Musiccomesinmanyforms;mostcountrieshaveastyleoftheirown.【C1】______theturnofthecenturywhenjazzwasborn,Americ
最新回复
(
0
)