写在前面
这周我们开始学习2011年的Text 3考研英语真题阅读音频，在学习新内容之前，我们先来回顾一下上周讲解内容：
1.词汇与表达
deputy, turnover,stick with sb / sth, pick up,abound,aspiring, unconventional, headhunter, adhere to sth,poach, sitting, land(v.), disgrace, fade, invert
2.句型
如何引出现象的原因？Reasons abound for…, one of which is…
原文链接
食用指南
在正式开始阅读前，先教第一次阅读“考研英语真题精读”专栏的同学如何最大化的利用好本专栏的内容。
如果你是今明两年内会参加考研的同学（而且还没有开始做真题）考研英语真题阅读音频，先不要阅读原文，直接阅读每个段落的”词汇讲解“部分，打好词汇基础。等到以后做完真题后，再打开本文，阅读语篇分析考研英语真题阅读音频，查漏补缺。
如果你是已考上研究生或今明两年内不会参加考研的同学，可直接把这篇文章当做一篇普通的外刊文章来阅读。考研英语真题选自原汁原味的外刊，并且有一定难度，跟下来会对提高阅读理解能力大有裨益。
我们会从词、句、篇三个方面帮大家吃透考研阅读真题，采用各大外刊最鲜活的语料刺激大家的记忆。除此之外，还会从考研阅读真题里提炼写作地道表达和写作句型，手把手教大家从输入转为输出，带大家稳扎稳打地提高语言实力。
外刊原文
大家可以边听音频边阅读文章，听力基础比较好的同学可以先单独听音频，进行听力练习后，再阅读原文。
2011 Text 3
Theroughguide to marketing success used to be that you got what you paid for.No longer. While traditional “paid” media – such as televisioncommercialsand print advertisements – stillplay a major role, companies today canexploitmanyalternativeforms of media. Consumers passionate abouta 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 customersregistered with its Web site.The way consumers nowapproach 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 bymarketers promoting their own products。Forearned media, such marketersact as the initiator for users’ responses。Butin some cases, one marketer’sowned mediabecomeanother marketer’spaid media– for instance, when an e-commerce retailer sells ad space on its Web site。We define such sold media as owned media whosetrafficis so strong that other organizations place their content or e-commerce engines within that environment。This trend, which we believe is stillin its infancy, effectively began with retailers and travel providers such as airlines and hotels and willno doubtgo further。
Johnson & Johnson, for example, has created BabyCenter, a stand-alonemediapropertythatpromotescomplementaryand even competitive products。 Besidesgeneratingincome, thepresenceofothermarketersmakesthe site seemobjective, gives companies opportunities to learnvaluableinformation about theappealof other companies’ marketing, and may help expand user traffic for all companies concerned。
精读讲解
2011 Text 3
文章第一段通过今昔对比引出全文的话题：其他形式的媒体(alternative forms of media)，包括赢得媒体(earned media)和自有媒体(owned media)。
①Theroughguide to marketing success used to be that you got what you paid for.②No longer. ③While traditional “paid” media – such as televisioncommercialsand print advertisements – stillplay a major role, companies today canexploitmanyalternativeforms of media. ④Consumers passionate abouta 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 customersregistered with its Web site.⑤The way consumers nowapproach the process of making purchase decisions means that marketing’s impact stems froma broad range of factors beyond conventional paid media.
过去，成功的市场营销的大致准则是你花钱买的你想要的东西。然而时过境迁。虽然像电视广告和平面广告之类的传统“付费”媒体仍然扮演主要角色，公司如今却有了很多替代媒体可以利用。热衷于某种产品的消费者可能自愿将产品推荐给朋友，从而创造出“赢得”媒体；公司可以通过电子邮件给网站注册用户发送产品和促销信息，从而充分利用“自有”媒体。现在消费者的购买决策过程意味着市场营销的影响来自于传统付费媒体之外的众多因素。
第二段比较长，我们切成两部分来讲解。
①Paid and owned media are controlled bymarketers promoting their own products.②Forearned media, such marketersact as the initiator for users’ responses.③Butin some cases, one marketer’sowned mediabecomeanother marketer’spaid media– for instance, when an e-commerce retailer sells ad space on its Web site.④We define such sold media as owned media whosetrafficis so strong that other organizations place their content or e-commerce engines within that environment.
“付费”媒体和“自有”媒体是被商家控制用来推销商品的媒体，而对于“赢得”媒体，营销商的作用则是用户响应的“发起人”。但在某些情况下，商家的自有媒体可能转化为另一个商家的付费媒体。例如，电子商务零售商出售自己网站广告空间。我们将这种“售出”媒体定义为流量很大而吸引其他机构纷纷前来投放他们的内容或电子商务引擎的自有媒体。
⑤This trend, which we believe is stillin its infancy, effectively began with retailers and travel providers such as airlines and hotels and willno doubtgo further.⑥Johnson & Johnson, for example, has created BabyCenter, astand-alonemediapropertythatpromotescomplementaryand even competitive products.⑦Besidesgeneratingincome,thepresenceofothermarketersmakesthe site seemobjective, gives companies opportunities to learnvaluableinformation about theappealof other companies’ marketing, and may help expand user traffic for all companiesconcerned.
这一趋势已蓬勃发端于零售商和旅行提供商，比如航空公司和酒店，它目前正处于初始阶段，但未来无疑会进一步发展。例如，强生公司就创建了网站BabyCenter——一个独立于公司的媒体平台爱考研英语真题阅读音频，在那上面可以投放互补性甚至竞争性产品信息。除了可以产生收入外，其他商家来投放广告还令网站的立场看起来更加客观，让公司有机会从其他公司的营销活动中获取有价值的信息，并有助于扩大相关企业的用户流量。
(to be continued)
转载：考研英语真题精读：新媒体的兴起|2011 Text 3
