2018五夜十篇10月6日讲义定稿

1、附加一：类型第一段1. The rough guide to marketing sucs used to bet you got what you paidfor.used to be 过去常常；rough datawhat = something2. No longer.t3. While traditional “paid” mediasuch asevicommerls（商业）and pradvertisementsstill play a major role, companies today can exploit(开发)many alternative forms of medi

2、a.While:句首：虽然/句中：但是 ； 同时，一边一边（句首，句中）Though：1.句首：虽然/句中：虽然； 2.（结尾.,though. /., though，. 但是）4. Consumers pasate about a product（定语） may create “earned” media bywillingly promoting it to friends, and a company may leverage “owned” media bysendingsite. (两种替换alerts about products and sales to customers re

3、gistered with its Web)1）Consumers pasate about a product（定语） may create “earned” media（口碑）2）by willingly promoting it（product） to friends And3)a company may leverage(fully use 充分利用)“owned” media（自有）4）by sendingalerts （邮件/通知）about products and sales to customersregistered with its Web site.1）Consumer

4、s pasate about a product（定语） may create “earned” media（口碑） 2）by willingly promoting it（product） to friendsConsumers may create “earned” media when they are. 1obsessed with online shopinspired by product-promotingat certain Web sitess sent to themCeager to help their friends promote quality products

5、偷换！Denthusiastic aboutmending their favorite products先方向，后程度！5. The way consumers now approach the pros of making purchase decismeanst marketings impact stems from a broad range octorsconventional paid media.1）The way meanst +宾语从句2）consumers now approach the pros of making purchase decisconventional

6、3）marketings impact stems from a broad range o paid media第二段ctors1. Paid and owned media are controlled by marketers（ their own products.） promoting2. For earned media, su responses.arketeras the initiator（发起者） for usersThe online education emerges as aServes asitive way to improving our understandi

7、ng.3. But in some cases, one marketers owned mediae another marketerspaid mediafor instance, when anmerce retailer sells ad space on its Web site.4. We define such sold medowned media whose traffic (流量) is so strongt otheranizations place their content or environment.owned media/ sold media Terminal

8、 T 1 T2 T3The sold media feature strong user trafficmerce engines withhatAccording to Paragraph 2, sold media feature . 2 Aa safe business environmentrandom competitionstrong user trafficDflexibility inanization5. This trend, which we beve is still in its infancy(初期), effectively beganwith retailers

9、 and travel provider further.ch as airlines and hos and will no doubt go1）we beve this trend is still in its infancy(初期)2)This trend effectively began with retailers(零售商) and travel providerchas airlines and hos3） This trend will no doubt go further.6. Johnson & Johnson, for exle, has created BabyCe

10、nter, a stand-alone mediaproperty /t promotes complementary and even competitive products.BabyCentromotes complementary and even competitive products7. Besides generatinge, the presence of other marketers makes the siteseem objective, gives companies opportunities to learn valuable information about

11、 theappeal of other companies companies concerned.Wealth generation(创造1）Besides generatingmarketing, and may help expand user traffic for all)ethe presence of other marketers makes the site seem objectivegives companies opportunities to learn valuable information about the appeal（优点，吸引人的点） of other

12、companies marketingmay help expand user traffic for all companies concerned.第三段1. The same dramatic technological changes more (and more diverse) communications choive provided marketers withhave also increased the risktpasate consumers will voice their opinions in quicker, more visible, and muchmor

13、e damaging ways.1）The dramatic technological changes have provided marketers with more (andmore diverse) communications choi More choimore diverse choi“two blades sword”2）The same dramatic (巨大的) technological changes have also increased the risk3）pasate consumers will voice(表达) their opinions in qui

14、cker, morevisible(obvious), and muore damaging ways.2. Such hijacked media are the opite () of earned media:/ an asset ornes hostage to consumers, other stakeholders（利益相关者）, oractivists who make negative allegations（） about a brand or product.hijacked media/ earned mediaearned media can be used to p

15、roduce negative effectsarketing3. Members of sol networks, for instance, are learningt they can hijackmedia to apply prere on the businessest originally created them.The author indicates in Paragraph 3t earned media.ate consumersAinvite constants with pasBcan be used to produce negative effectsarket

16、ing Cmay be responsible for fiercer competitionDdeserve all the negative comments about them第四段1.Ift () happens, pasate consumers would try to persuadeothers to boycott products, putting the repuion of the at pany2.In such a case, the companys response may not be sufficiently quick or thoughtful, an

17、d the learning curve has been steep.1）the companys response may not be sufficiently quick or thoughtful 2）the learning curve has been steepYou cannot be too careful to cross the street. You cannot be careful enough to cross the streetCannot/never be too/ enough quick or thoughtful3. Toyota Motor, fo

18、r ex recall crisis earr this year wile, alleviated(缓解) some of the damage from its relatively quick and well-orchestrated（有组织的）n（活动）, which included efforts to engage withsol-media responseconsumers directly on sitech asand the sol-news site Digg.Toyota Motors experience is cited as an exle of. 4Are

19、sponding effectively？ to hijacked mediaresponding ineffectively？ to hijacked mediaBpersuading customerso boycotting productscooperating with supportive consumerstaking advantage of hijacked mediacompanies today can exploit(开发) many alternative forms of media.Which of the following is the text mainly

20、 about?Alternatives to conventional paid media.Bbetn hijacked and earned media.Dominance of hijacked media.（）Popularity of owned media.附加二：理论第一段1. In his book The Tip Po, Malcolm Gladwell arguest soldemics（流行潮） are driven in large part by the acting of a tinyminority of spelindividuals, often called

21、 influentials, who are unusually informed, persuasive, or well-connected. (写作词汇)Unusually = imsibly =very2. The idea is uitively(上) compelling, but it doesnt explain how ideas（sol demics） actually spread.Must accept= arresting Compelling idea =very convincing31. By citing the book The TipPo, the aut

22、horends to文章开头的例子，一定是为了引出的。demicsAyze the consequenof solB discuss influentials function in spreading ideasC exemplify peoplesuitive response to soldemicsD describe the essential characteristics of influentials.第二段1. The suped importance of influentials derives from (源自于) a plausiblesounding（听上去很合理的

23、） but largely untested theory called the two step flow of communication: Information flows from the media to the influentials and from them to everyone else. The author suggestst the two-step-flow theoryserves as a solution to marketing problemshas helped explain certain prevalent trendshas won supp

24、ort from influentialsrequires solid evidence for its validity2. Marketers have embraced（接受） the two-step flow/ because it suggeststif they can just find and influence the influentials, those selected people(influentials) will do most of the work for them.3. The theory also seems to explahe sudden an

25、d unexpected popularity ofcertain looks, brands, or neighborhoods（地段）.Supremeflowpunch line4.any such （sudden and unexpected popularity）cases, a cursory search forcauses findst some small group of people was wearing, promoting, or develowhatever (everythingt) it is before anyone else paid attention.

26、a cursory search for causes findst+不靠谱！5. Anecdotal evidence of this kind fits nicely with the idea spel people (influentials) can drive trendsAnecdotal evidence fits nicely with the idea第三段t only certain1.heir recent work, however, some researchers have come up with thefindingt influentials have fa

27、r less impact on so suped.ldemicsn is generally2. In fact, they dont seem to be required of all.第四段1. The researchers argument stems from a simple observing about solinfluence, with the exception of (除开) a few cerities like Oprah Winfreywhoseoutsize（非凡） presence（存在） is primarily a function of media,

28、 not influenceeven the most influential members of a population simply dontersonal,eractwitht many others.2. Yet it is precisely these non-cerity influentials who, according to thetwo-step-flow theory, are suped to drive so friends and colleagues directly.ldemics by influencing their3. For a soldemi

29、c to occur, however, eachso affected, must theninfluence his or her own acquaan, who musturn influence theirs, and so on;and just how many others pay attention to each of these people has little to do with the initial influential.34. The underlined phrase these people in paragraph 4 refers to the on

30、es whoA stay outside the network of sol influenceB have little contact with the source of influence C are influenced and then influence othersD are influenced by the initial influentialWhat the researchers have observed recently showstA the er of influence goes with sol eractionsBersonal links can b

31、e enhanced through the mediaC influentials have more channels to reach the publicD most cerities enjoy wide media attention4. If peoplehe network just two degrees removed from the initial influentialprove resistant, for exle, the cascade of change(soldemics) wont propagatevery far or affect many peo

32、ple.1 mediainfluentialmass1 4.mass 25.mass 3第五段Building on this basic truboutersonal influence, the researchers studied thedynamics of sol influence by conducting thousands of computer stimulations of populationsmanipulating a number of variables relating to peoples ability to influence others and t

33、heirtendency to be influenced.1)the researchers studied the dynamics of sol influence1) researchers Building on this basic truboutersonal influenceresearchers conducting thousands of computer stimulations of populationsresearchers manipulating（仔细研究） a number of variables（变量） relating to peoples abil

34、ity to influence others and their tendency to be influenced.They found t the principal requirement for what we call global cascades thewidespreropagation of influence through networks is the presence not of a few influentialsbut, rather, of a critical mass of easily influenced people.What is the ess

35、ential elementhe dynamics of sol influence?The eagerness to be acceptedThe impulse to influence others C The readiness to be influencedD The inclination to rely on others基于这一人际的基本事实，研究者研究了社会的动态变化1）Building on this basic truboutersonal influence,2）the researchers studied the dynamics of sol influence

36、研究者研究了社会的动态变化conducting thousands of computer stimulations of populations研究者通过对人群进行无数次的计算模拟，manipulating a number of variables /relating to peoples ability to influence others and their tendency to be influenced.Manipulating A relating to B and C（研究和分析了与 B 和C 相关的 A） A= a number of variablesB= people

37、s ability to influence others C= their tendency to be influencedManipulate 运用，研究，分析研究者研究和分析了与人们影响其他人的能力和影响的倾向相关的各种变量。基于这一人际的基本事实，研究者通过对人群进行无数次的计算模拟，研究和分析了与人们影响其他人的能力和的动态变化。影响的倾向相关的各种变量，进而研究了社会They foundt the principal requirement for what we call global cascades thewidespreropagation of influence th

38、rough networks is the presence not of a few influentialsbut, rather, of a critical mass of easily influenced people.a critical mass 大量的1）They foundt the principal requirement for what we call global cascades is thepresence not of a few influentials but, rather, of a critical mass of easily influence

39、dpeople.They found A is the presence not of B but, rather of B.A= the principal requirement for what we call global cascades B= the presence not of a few influentialsC= a critical mass of easily influenced people2）global cascades is the widespreropagation of influence through networks Propagation:影响

40、经由社交网络的广泛被称作“全球瀑”，研究者发现要形成“全球瀑”，最主要的前提不是少数几个有的出现。的人的存在而是大量的易受影响的人31. By citing the book The TipPo, the authorends to文章开头的例子，一定是为了引出的。demicsAyze the consequenof solB discuss influentials function in spreading ideasC exemplify peoplesuitive response to soldemicsD describe the essential characteristics

41、 of influentials.附加一DMP/关联性（Relevance）性（Originality） 震撼性（Impact）The rough guide to marketing sucUsed to be：过去常常！s used to bet you got what you paid for.过去，成功的大致准则就是：你支付多少，你就能获得多少。No longer.但现在情况已经不是这样了。While traditional “paid” media such asevicommerls and pradvertisements still play a major role, co

42、mpanies today can exploit many alternative forms of media.Exploit= use, develop虽然传统的支付，比如电视商业和印刷品，依然扮演着主要的角色，但今天的公司可以开发和利用（exploit）多种其他形式的媒介。Consumers pasate about a product may create earned media by willingly promotingit to friends, and a company may leverage “owned” media by sendingand sales to c

43、ustomers registered with its Web site.alerts about productsLeverage： fully use 充分利用；er, influence;Her wealth gives her enormous leverage in so使她在社会各界造成巨大影响。l circles.Alert：通知，通知1.Consumers pasate about a product 热衷于某一产品的消费者2.by willingly promoting it to friends 可以通过自愿2.may create earned media 创建免费口碑

44、a company 企业可以给朋友的方式1.by sendingalerts about products and sales to customers registered with its Web site可以通过发送邮件给其的用户，提示他们产品和销售信息In fact，the way consumers now approach the pros of making purchase decis meanst marketings impact stems from a broad range omedia.ctorsconventional paid主干：the way meanstc

45、onsumers now approach the pros of making purchase decis 定语从句现在消费者做出决策过程的方式表明的来自于传统支付之外的众多。Paid and owned media are controlled by marketers promoting their own products.支付和自有由推销自己产品的控制。 For earned media, suarketeras the initiator for users responses.充当了用户反应的发起者。而对于口碑而言，这些But in some cases, one market

46、ers owned mediae another marketers paid media for instance, when anmerce retailer sells ad space on its Web site.但是在某些情况下，比如，当一个电子商务零售商在其上出售空间时，一个营的支付.owned media whose traffic is so strong销的自会成为另外一个We define such sold med anizations place their content ort othermerce engines withhat environment.把这样

47、的出售定义为自有：它的量如此之大，以至于其他机构也将他们的内容或者电子商务引擎放置在它的网络环境中。This trend, which we beve is still in its infancy, effectively began with retailers andtravel providerch as airlines and hos and will no doubt go further.1) This trend effectively began with retailers and travel providerch as airlines and hos.这种潮流有效地

48、开始于零售商和像航空公司和酒店这样的旅游供应商。This trend will no doubt go further.这一潮流无疑会得到进一步发展。We beve this trend is still in its infancy.认为这一潮流目前仍处于起始阶段。Johnson & Johnson, for exle, has created BabyCenter, a stand-alone media propertyt promotes complementary and even competitive products.例如，强生公司创建了宝宝中心的甚至是竞争性的产品。，这是一家

49、独立的资产，这家会推广互补Besides generatinge, 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.1）the presence of other marketers ma

50、kes the site seem objective2 ） the presence of other marketers gives companies opportunities to learn valuable information about the appeal of other companies marketing3）the presence of other marketers may help expand user traffic for all companies concerned.除了会产生收入之外，其他的出现会使这个看起来很客观并且提供给公司机会去获取其他公司

51、亮点的宝贵信息，并且有可能帮助所有相关企业增加用户量。The same dramatic technological changesve provided marketers with more （andmore diverse）communications choihave also increased the riskt pasate consumers willvoice their opinions in quicker, more visible, and muore damaging ways.1）The dramatic technological changes have pr

52、ovided marketers with more （and morediverse）communications choi同样是这些的技术在给者带来的和样化的选择的同时。2）The same dramatic technological changes have also increased the riskt pasateconsumers will voice their opinions in quicker, more visible, and muways.ore damaging这些技术上的也增加了一种风险，那就是消费者们会用更快，更明显的和更具破坏性的方式表达他们的观点。Su

53、ch hijacked media are the opite of earned media: an asset orneshostage to consumers, other stakeholders, or activists who make negative allegations about abrand or product.这种的是口碑的：一种或一项活动成为消费者，其他利益相关者以及各种积极分子所劫持的，他们会对某一品牌或某一产品评价。Members of sol networks, for instance, are learningt they can hijack me

54、dia to applyprere on the businessest originally created them.比如，社交网络的用户正在认识到他们可以劫持力。向最初创建这些网络的企业施加压Ifppens, pasate consumers would try to persuade others to boycott products,company at risk.putting the repuion of the如果这样的事情发生了，充满的声誉。的消费者会说服他人产品，从而危及到目标公司In such a case, the companys response may not

55、be sufficiently quick or thoughtful, and the learning curve has been steep.在这种情况下，公司的反应越迅速越周到越好，并且学习的曲线也很陡峭。You cannot be too careful to cross the street. You cannot be careful enough to cross the street Cannot/never be too/ enough quick or thoughtfulToyota Motor, for exle, alleviated some of the da

56、mage from its recall crisis earr thisyear wirelatively quick and well-orchestrated sol-media responsen, whichincluded efforts to engage with consumers directly on sitesite Digg.ch asand the sol-news1）Toyota Motor alleviated some of the damage from its recall crisis earr this year2）wirelatively quick

57、 and well-orchestrated sol-media responsen3）which included efforts to engage with consumers directly on sitech asand thesol-news site Digg例如，丰田汽车公司通过发起相对迅速，协调有致的社交回应活动，缓解了今年早Digg 上与消费者期的直接互动。所造成的一些损害。这些活动包括在和社交31.Consumers may create “earned” media when they areAobsessed with online shopBinspired by

58、 product-promotingat certain Web sites.s sent to them.Ceager to help their friends promote quality products.Denthusiastic aboutmending their favorite products.32. According to Paragraph 2,sold media featureAa safe business environment.Brandom competition.Cstrong user traffic.Dflexibility inanization

59、.33. The author indicates in Paragraph 3t earned mediaate consumers.Ainvite constants with pas招致和热心消费者的持续的Bcan be used to produce negative effectsarketing.可以被用来产生的作用Cmay be responsible for fiercer competition.有可能对激烈的竞争负责Ddeserve all the negative comments about them.配得上所以对他们的评价34. Toyota Motors exper

60、ience is cited as an exAresponding effectively to hijacked media.le of对于被的积极反应Bpersuading customerso boycotting products.说服消费者一些产品Ccooperating with supportive consumers.和持有支持态度的消费者合作Dtaking advantage of hijacked media.利用被的35. Which of the following is the text mainly about ?AAlternatives to conventi