26考研练习:考研英语一练习题答案及解析分享

下面的内容分享给大家:26考研练习:考研英语一练习题答案及解析分享，真题中的知识点往往会复现，即使题目形式发生变化，考察的内容也换汤不换药。大家可以看看以下内容，期望能给同学们带来帮助。

26考研练习:考研英语一练习题答案及解析分享

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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” 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 curve 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.

21. Consumers may create “earned” media when they are

[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.

22. According to Paragraph 2, sold media feature

[A] a safe business environment. [B] random competition.

[C] strong user traffic. [D] flexibility in organization.

23. The author indicates in Paragraph 3 that earned media

[A] invite constant conflicts with passionate consumers.

[B] can be used to produce negative effects in marketing.

[C] may be responsible for fiercer competition.

[D] deserve all the negative comments about them.

24. Toyota Motor’s experience is cited as an example of

[A] responding effectively to hijacked media.

[B] persuading customers into boycotting products.

[C] cooperating with supportive consumers.

[D]

taking advantage of hijacked media.

25. Which of the following is the text mainly about?

[A] Alternatives to conventional paid media.

[B] Conflict between hijacked and earned media.

[C] Dominance of hijacked media.

[D] Popularity of owned media.

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【答案解析】

31.D 定 位 到 Consumers passionate about a product may create "earned" media by willingly promoting it to friends，然后将 by willingly promoting it to friends 同义改写为 when they are enthusiastic about recommending their favorite products.，所以答案就是 D。

32.C 根据题干关键词 sold media 回文定位：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.我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。理解清楚即可得出答案为：C。traffic 除了有交通的意思外还有流量的意思。

33. B 回文章定位到 Such hijacked media are the opposite of earned media:Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.可以得出 Members of social networks (they)can hijack media ， 从 Consumers passionate about a product may create "earned" media by willingly promoting it to friends.我们可以得知"earned" media 指的就是 Members of social networks，那就是 earned media can hijack media,也就是产生了负面影响，所以答案是 B.

34.A 文章先是说， In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 当这种事情发生的时候(指社交网络用户通过“劫持”媒介来对最初创建该媒介的企业施加压力)，如果企业的回应不够快或不够好，那么就可能造成不好的结果。然后举 Toyota Motor 的例子，说它是 with a relatively quick and

well-orchestrated social-media response campaign，这说明他们的措施是有效的，这样就可得出答案：A。

35. A 主旨题，这篇文章是说明性质的议论文，后面三个选项都只是涉及到文中说的一个细节，只有 A 中的 Alternatives 包括了所有文章提到的几种传媒形式.

【全文翻译】

过去，市场营销的成功诀窍是：使你的花费物有所值。然而现在这种情形已不再。.虽然传统的“付费”媒介，比如电视和印刷广告，仍然扮演着重要角色，但企业如今还可以利 用许多其他形式的媒介。比如，热衷于某种产品的消费者，可以通过自愿将之推荐给朋友的 方式创造“无偿””媒介。企业还可以利用“自有”媒介，通过邮件向其网站注册用户发送产品和促销提醒。如今消费者作出购买决定的方式，意味着市场营销的影响力源于传统付费 媒介之外的广泛因素。

营销人员通过付费和自有媒介推销其产品，而对于“无偿”媒介，营销人员扮演着触发 用户反应的最初发起者。在某些情况下，某营销人员的自有媒介会成为另一个营销人员的付 费媒介，比如，当某电子商务零售商出售其网站的广告位时。我们就将这种“售出”媒介定义 为“拥有巨大流量，以致其他机构纷纷将内容或电子商务引擎投放在它的网络环境中”的自 有媒介。我们认为，这种趋势蓬勃发端于零售商和航空、酒店等旅游供应商，虽然还处于萌 芽状态，但无疑可以走得更远。比如，强生公司创建了宝宝中心，一个独立的媒介资产，借 以推广互补性乃至竞争性产品，除了带来收入之外，其他营销人员的存在还令该网站看起来 公正客观，并且使企业有机会从其他公司的营销活动中获得可贵的信息，最后还有助于扩大 所有相关企业的用户流量。

同样是这些剧烈的技术变革，使营销人员获得了数量更多、种类更广的沟通选择，但也 带来了更高的风险，因为激动的消费者能够以更迅速、更明显、更有害的方式来表达他们的 意见。这就是与“无偿”媒介相对的“劫持”媒介：某项资产或活动被消费者、其他利益相 关者或激进分子劫持为人质，对某一品牌或产品发表负面评论。比如，社交网络用户正领悟 到他们可以通过“劫持”媒介来对最初创建该媒介的企业施加压力。

如果那种事情发生，激动的消费者会试图劝服其他人共同抵制产品，从而危及目标企业 声誉。在这种情况下，如果企业的回应不可能足够的快和周到，那么就可能是一个急剧下降 的学习曲线。比如，在今年早些时候发生的召回危机中，丰田汽车公司采取了相对迅速，协 调有序的社交媒体回应行动，包括在 Twitter 和社会新闻网站 Digg 等网站上与客户进行直接交流，从而缓解了部分损失。

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