考研英語(yǔ)閱讀材料匯編之經(jīng)濟(jì)類(lèi)(2)

復(fù)習(xí)緊張，焦頭爛額？逆風(fēng)輕襲，來(lái)跨考秋季集訓(xùn)營(yíng)，幫你尋方法，定方案！ 了解一下>>

閱讀是考研英語(yǔ)的重要題型之一，也是保障英語(yǔ)成績(jī)的關(guān)鍵題目。因此，考研學(xué)子們要充分重視英語(yǔ)閱讀，除了平時(shí)多多閱讀英語(yǔ)雜志、報(bào)紙外，還需要針對(duì)閱讀進(jìn)行專(zhuān)項(xiàng)訓(xùn)練。小編整理了關(guān)于考研英語(yǔ)閱讀題源的系列文章——考研英語(yǔ)閱讀材料匯編之經(jīng)濟(jì)類(lèi)(2)，請(qǐng)參考!

Word on the Street

Psst...your friends may be shilling for a soap company. Why people love marketing by word of month.

The next time someone you know raves about a dish detergent or motor oil, consider this: you might be on the receiving end of a marketing campaign. It's a new world for people whose job it is to sell you things, what with consumers' digital video recorder-enabled ability to skip over ads they don't want to see, and their Internet-empowered freedom to find out all the stuff left out of a 30-sec.TV spot. That's driving marketers to all sorts of new places, including your circle of friends.

Procter & Gamble, a pioneer in the field, has been focusing on word of mouth fox six years through its Tremor division, which has enlisted 255,000 teenagers in the US. to tell their friends about brands like Herbal Essences and Old Spice. Last year, P&G signed up 500,000 adult volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing at all) about the products. BzzAgent, a firm that specializes in word-of-mouth marketing, has its 260,000 volunteers submit detailed profiles about their habits and interests, which BzzAgent uses to match them to word-of-mouth campaigns for products made by companies such as Nestle, Arby's, Philips, Kraft and BP.

This unscripted strategy might sound like a big risk, but despite the conventional wisdom that consumers are much more likely to voice complaints than praise, recent research finds the opposite. In one study, Andrea Wojnicki, an assistant professor at the University of Toronto, looked at self-styled experts and found that they were likely to keep negative experiences to themselves, lest their skill-at, say, picking a restaurant-be called into question.

And why are these citizen marketers so willing to shill for free? Inside access to products and the feeling that companies care about what you and your friends think are such strong motivating forces that other forms of compensation pale in comparison. BzzAgent's members earn reward points, which they can cash in for prizes like DVDs and books—yet 87% of them never do.

Word of mouth has been around for ages-"Try the apple," said Eve-and it continues to prove resilient. A consultancy called the Kelley Fay Group found that 18% of word-of-mouth marketing took place on the phone, and 72% face to face, despite the ubiquity of electronic communication. Or perhaps because of it. “Inundated by ads,” says Tremor CEO Steve Knox, "Consumers have gone back to their most trusted source-family and friends."

Naturally, some people aren't happy about marketers' following them there. In 2005 the advocacy group Commercial Alert asked the Federal Trade Commission to investigate company-fed word of mouth and other buzz tactics, which the group says take authentic relationships and unduly commercialize them. Not all firms ask word of mouthers to disclose their corporate connection, but the Word of Mouth Marketing Association requires its 400-odd members to do so as part of its ethics code. There might also be a business case for disclosure. Word of mouth is built on trust, explains Gerald Zaltman, a sociologist and professor emeritus at Harvard Business School. Fessing up reinforces that.

But perhaps the biggest lesson companies can learn from word of mouthers is that there's an unmet social need among consumers to feel that their opinions matter. "They care what you have to say," says Carol Engels, a Vocalpoint mother in suburban Chicago. "That's what I like most" Smart companies find that, when they listen, they also get a shot at steering the conversation.

詞匯注解

重點(diǎn)單詞

campaign / kæm'pein/

【文中釋義】n.活動(dòng)

【大綱全義】n.戰(zhàn)役;活動(dòng);運(yùn)動(dòng) v.參加(或發(fā)起)運(yùn)動(dòng)，參加競(jìng)選

skip /skip/

【文中釋義】v.跳過(guò)

【大綱全義】v略過(guò)，跳過(guò);故意忽略;跳繩n.跳躍

enlist /in'list/

【文中釋義】v.征集

【大綱全義】v.征幕，參與，支持

essence /'es?ns/

【文中釋義】n.精華

【大綱全義】n.本質(zhì)，實(shí)質(zhì);精髓，精華

specialize /'spe??laiz/

【文中釋義】 v.專(zhuān)攻

【大綱全義】 v. (in)專(zhuān)攻，專(zhuān)門(mén)研究，專(zhuān)業(yè)化

submit /sab'mit/

【文中釋義】v.遞交

【大綱全義】v. (to)使服從，屈服;(to)呈送，提交;主張，建議

profile /'pr?ufail/

【文中釋義】n.概要

【大綱全義】n.側(cè)面(像);輪廓，外形;人物簡(jiǎn)個(gè)姿態(tài)，形象;引人注目的狀態(tài) v.為......描繪(輪廓等)，寫(xiě)......的傳略(或概況)

access /'ækses/

【文中釋義】n.使用權(quán)

【大綱全義】n.通道，入口;進(jìn)入，接入;接近(或進(jìn)入，享受)機(jī)會(huì);享用權(quán);入口 v.存取

motivate /'m?utiveit/

【文中釋義】v.刺激

【大綱全義】v.促動(dòng);激動(dòng)，鼓勵(lì)，作為......的動(dòng)機(jī)

suburban / s?'b?:b?n/

【文中釋義】adj市郊的(城郊的)

【大綱全義】adj市郊的(城郊的)

shot /??t /

【文中釋義】n.嘗試

【大綱全義】n.開(kāi)槍?zhuān)鋼?投籃;彈丸，炮彈，子彈;嘗試;鏡頭，拍攝;注射

steer /sti?/

【文中釋義】v.駕馭

【大綱全義】n .鋼 v.使堅(jiān)強(qiáng)

超綱單詞

rave v.叫嚷，咆哮 detergent n.清潔劑

evangelize v傳播 unscripted adj不用草稿的，不成文的

shill v.為……當(dāng)浪用編子 resilient n.有彈力的

ubiquity n.到處存在 inundate n.泛濫，淹沒(méi)

mouther n.吹牛的人 unmet adj.未滿(mǎn)足的

重點(diǎn)段落譯文

下一次，當(dāng)你認(rèn)識(shí)的人向你聲情并茂地介紹碟子洗滌劑或電動(dòng)機(jī)潤(rùn)滑油時(shí)，考慮一下：你或許正是某種營(yíng)銷(xiāo)活動(dòng)針對(duì)的對(duì)象。對(duì)那些向你推銷(xiāo)東西的人來(lái)說(shuō)這是一個(gè)全新的世界:銷(xiāo)售那些消費(fèi)者用數(shù)碼錄像機(jī)跳過(guò)他們不想看到的廣告，他們的因特網(wǎng)在30秒內(nèi)有權(quán)自由找出所有遺漏的材料—現(xiàn)場(chǎng)電視片斷。這些促銷(xiāo)活動(dòng)已經(jīng)滲透到各種新的地方，包括你的朋友圈中。

該領(lǐng)域的先驅(qū)寶潔公司，通過(guò)旗下的特萊默營(yíng)銷(xiāo)公司一直注重口碑營(yíng)銷(xiāo)已有6年了。特萊默營(yíng)銷(xiāo)公司在美國(guó)已物色到22.5萬(wàn)個(gè)青少年，并讓他們向他們的朋友宣傳保潔公司的品牌，如草本精華及陳年香料。去年，寶潔公司為Vocalpoint活動(dòng)召集了50萬(wàn)成人志愿者，這些志愿者都是母親。Vocalpoint這個(gè)項(xiàng)目是讓媽媽們宣傳寵物食品、紙巾和染發(fā)劑的計(jì)劃。寶潔給予婦女營(yíng)銷(xiāo)材料和禮券，但她們可以自由對(duì)商品發(fā)表意見(jiàn)(或者不置一詞)。 BzzAgent是一家專(zhuān)門(mén)從事口碑營(yíng)銷(xiāo)的公司，擁有26萬(wàn)志愿者，他們提交了詳細(xì)地有關(guān)自己的習(xí)慣和興趣的概況，Bzzagent公司根據(jù)這些情況有針對(duì)性地讓他們宣傳如雀巢、Arby’s、飛利浦、卡夫和英國(guó)石油等公司生產(chǎn)的產(chǎn)品。

這個(gè)不成文的策略聽(tīng)起來(lái)像是充滿(mǎn)了風(fēng)險(xiǎn)，盡管傳統(tǒng)的觀點(diǎn)認(rèn)為這種營(yíng)銷(xiāo)方式使得消費(fèi)者更有可能投訴而不是稱(chēng)贊，最近的研究發(fā)現(xiàn)恰恰相反。在一項(xiàng)研究中，多倫多大學(xué)的助理教授安德列·沃基根觀察發(fā)現(xiàn)那些自封的專(zhuān)家們很可能保持自己的消極經(jīng)歷，除非他們的技能—譬如說(shuō)，選擇一間餐廳—受到質(zhì)疑。

為什么這些市民營(yíng)銷(xiāo)人員如此樂(lè)意被免費(fèi)雇傭?yàn)轵_子呢?可以在內(nèi)部獲得產(chǎn)品且感受公司關(guān)心你和你朋友的想法。如此強(qiáng)大的激勵(lì)手段使得其他形式的補(bǔ)償金在比較中顯得十分蒼白。Bzzagent的會(huì)員賺取報(bào)酬積分點(diǎn)，它們能替代現(xiàn)金獲取獎(jiǎng)品，如數(shù)碼影像光碟和書(shū)籍—然而87%的人從來(lái)沒(méi)有得到過(guò)。

口碑營(yíng)銷(xiāo)已經(jīng)流傳多年了。伊夫說(shuō);“試試蘋(píng)果牌。”它繼續(xù)證明有彈性。一個(gè)名叫凱勒飛的團(tuán)體的顧問(wèn)發(fā)現(xiàn):盡管電子通信無(wú)處不在，或許就因?yàn)檫@樣，仍有18%的口碑營(yíng)銷(xiāo)是通過(guò)電話(huà)進(jìn)行的，72%是面對(duì)面的。Tremor首席執(zhí)行官史蒂夫·諾克斯說(shuō):“因?yàn)閺V告鋪天蓋地，消費(fèi)者回到了原處，回到了他們最信任的來(lái)源，——一家庭和朋友。”

但公司們從口碑營(yíng)銷(xiāo)者中得到的最大經(jīng)驗(yàn)就是消費(fèi)者有一個(gè)未能滿(mǎn)足的社會(huì)需要，那就是消費(fèi)者認(rèn)為他們的意見(jiàn)很重要。在芝加哥郊區(qū)的Vacalpoint的母親卡羅爾·恩格斯說(shuō):“他們關(guān)心你要說(shuō)的，這就是我最喜歡的。”當(dāng)他們傾聽(tīng)時(shí)，明智的公司也會(huì)試著駕馭談話(huà)。

希望各位考生能夠每天堅(jiān)持閱讀，提高詞匯量和語(yǔ)感能力，為以后的系統(tǒng)復(fù)習(xí)打下堅(jiān)實(shí)的基礎(chǔ)。最后提醒大家，夏季來(lái)臨，復(fù)習(xí)備考需注意防暑降溫。預(yù)?？佳谐晒?

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