考研英语一阅读历年真题
考研英语一阅读历年真题1 calarts
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The rough guide to marketing success ud to be that you got what you paid for. No longer. While traditional “paid” media – such as television commercials and print advertiments – still play a major role， companies today can exploit many alternative forms of media. Consumers passionate about a product may create “owned” media by nding e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the broad range of factors beyond conventional paid media.
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Paid and owned media are controlled by marketers promoting their own products. For earned media ， such marketers act as the initiator for urs‘ respons. But in some cas， one marketer’s owned media become another marketer‘s paid media – for instan
ce， when an e-commerce retailer lls ad space on its Web site. We define such sold media as owned media who 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 prence of other marketers makes the site em objective， gives companies opportunities to learn valuable information about the appeal of other companies’ marketing， and may help expand ur traffic for all companies concerned.
The same dramatic technological changes that have provided marketers with more (and more diver) communications choices have also incread 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 ast or campaign becomes hostage to consumers， other stakeholders， or activists who make negative a
llegations about a brand or product. Members of social networks， for instance， are learning that they can hijack media to apply pressure on the business 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 ca， the company‘s respon 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 respon campaign， which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
31.Consumers may create “earned” media when they are
[A] obscsd with online shopping at certain Web sites.
[B] inspired by product-promoting e-mails nt to them.
[C] eager to help their friends promote quality products.
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[D] enthusiastic about recommending their favorite products.
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32. According to Paragraph 2，sold media feature
[A] a safe business environment.
[B] random competition.
[C] strong ur traffic.
[D] flexibility in organization.
33. The author indicates in Paragraph 3 that earned media plane怎么读
[A] invite constant conflicts with passionate consumers.
[B] can be ud to produce negative effects in marketing.
[C] may be responsible for fiercer competition.
[D] derve all the negative comments about them.
34. Toyota Motor‘s experience is cited as an example of
drink可数吗 [A] responding effectively to hijacked media.
[B] persuading customers into boycotting products.
yafu [C] cooperating with supportive consumers.
[D] taking advantage of hijacked media.
polytron 35. 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.
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[D] Popularity of owned media.
考研英语一阅读历年真题2
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The journal Science is adding an extra source at Peer-review process, editor-in-chief Marcia McNott announced today. The Follows similar efforts from other journals, after widespread concern that Mistakes in data analysis are contributing to the Published rearch findings. 撤销快捷键
Readers must have confidence in the conclusions published in our journal,writes McNutt in an editorial. Working with the American Statistical Association, the Journal has appointed ven experts to a statistics board of reviewing Manuscript will be flagged up for additional scrutiny by the Journals editors, or by its existing Board of Reviewing Editors or by outside peer The SBoRE panel will then find external statisticians to review the
Asked whether any particular papers had impelled the change, McNutt said,The creati
on of thestatistics boardwas motivated by concerns broadly with the application of statistics and data analysis in scientific rearch and is part of Sciences overall drive to increa reproducibility in the rearch we publish.
Giovanni Parmigiani，a biostatistician at the Harvard School of Public Health, a member of the SBoRE group, says he expects the board to play primarily on advisory role. He agreed to join becau he found the foresight behind the establishment of the SBoRE to be novel, unique and likely to have a lasting impact. This impact will not only be through the publications in Science itlf, but hopefully through a larger group of publishing places that may want to model their approach after Science.
