2018年五夜十篇10月6日讲义考研密训

附加一：类Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.usedtobe过去常常；roughwhat=somethingNoWhiletraditional“paid”media—suchasevisioncommercials（商业）andprintadvertisements—stillyamajorrole,companiestodaycanexploit(开发)manyalternativeformsofmedia.While:句首：虽然/（句首，句中2.（结尾….,though.though，….但是）Consumerspassionateaboutaproduct（定语）maycreate“earned”mediabywillinglypromotingittofriends,anda mayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.(两种替换)Consumerspassionateaboutaproduct（定语）maycreate“earned”（口碑bywillinglypromotingit（product）tofriends mayleverage(fullyuse充分利用 4）bysendinge-mailalerts（邮件/通知）aboutproductsandsalestocustomersregisteredwithitsWebsite.Consumerspassionateaboutaproduct（定语）maycreate“earned”（口（口 bywillinglypromotingit（product）toConsumersmaycreate“earned”mediawhentheyare.1[A]obsessedwithonlineshopatcertainWebsites[B]inspiredbyproduct-promotinge-mailssenttothemeagertohelptheirfriendspromotequalityproductsenthusiastic mendingtheirfavoriteThewayconsumersnowapproachtheprocessofmakingpurchasedecisionspaidmedia.Thewaymeansthat+consumersnowapproachtheprocessofmakingpurchasedecisions3）marketing’simpactstemsfromabroadrangeoffactorsbeyondpaidPaidandownedmediaarecontrolledbymarketers（人员）promotingtheirownproducts.Forearnedmedia,suchmarketersactastheinitiator（发起者）forusers’Theonlineeducationemergesasapositivewaytoimprovingourunderstanding.ServesasButinsomecases,onemarketer’sownedmedia eanothermarketer’spaidmedia—forinstance,whenan merceretailersellsadspaceonitsWebsite.Wedefinesuchsoldmediaasownedmediawhosetraffic(流量)issostrongthatotherorganizationscetheircontentor merceengineswithinthatownedmedia/soldmediaTerminalT1T2T3ThesoldmediafeaturestronguserAccordingtoParagraph2,soldmediafeature.2[A]asafebusinessenvironment[B]randomcompetition[C]strongusertraffic[D]flexibilityinorganizationThistrendwhichwebelieveisstillinitsinfancy(初期effectivelybeganwithretailersandtravelproviderssuchasairlinesandhosandwillnodoubtgofurther.webelievethistrendisstillinitsinfancy(初期 Thistrendeffectivelybeganwithretailers(零售商andtravelproviderssuchasairlinesandhosThistrendwillnodoubtgoJohnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediaproperty/thatpromotescomplementaryandevencompetitiveproducts.BabyCenterpromotescomplementaryandevencompetitiveBesidesgenerating e,thepresenceofothermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofothercompanies’marketing,andmayhelpexpandusertrafficforallcompaniesWealthgeneration(创造)1）Besides thepresenceofothermarketersmakesthesiteseemgivescompaniesopportunitiestolearnvaluableinformationaboutthe（优点，吸引人的点）ofothercompaniesmarketing4）mayhelpexpandusertrafficforallcompaniesconcerned.Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmorediverse)communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Thedramatictechnologicalchangeshaveprovidedmarketerswithmore(andmorediverse)communicationschoices “twobladessword”MoremorediverseThesamedramatic巨大的technologicalchangeshavealsoincreasedtherisk3）passionateconsumerswillvoice表达)theiropinionsinquicker,visible(obvious),andmuchmoredamaging2.uchhijackedmediaaretheopposite)ofearnedmedia:/anasset eshostagetoconsumers,otherstakeholders（利益相关者）,activistswhomakenegativeallegations（ ）aboutabrandorproduct.hijackedmedia/earnedmediaearnedmediacanbeusedtoproducenegativeeffectsin3.Membersofsocialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem.TheauthorindicatesinParagraph3thatearnedmedia.[A]inviteconstantswithpassionatecanbeusedtoproducenegativeeffectsinmarketing[C]mayberesponsibleforfiercercompetition[D]deserveallthenegativecommentsaboutthemIfthat()happens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthetarget Insuchacase,the ’sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep. ’sresponsemaynotbesufficientlyquickorthoughtful2）thelearningcurvehasbeensteepYoucannotbetoocarefultocrossthestreet.YoucannotbecarefulenoughtocrossthestreetCannot/neverbetoo/enoughquickorthoughtfulToyotaMotorforexample,alleviated(缓解someofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquickandwell-orchestrated（有组织的）social-mediaresponsen（活动）,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchasandthesocial-newssiteDigg.ToyotaMotor’sexperienceiscitedasanexampleof .4[A]respondingeffectively？？？？？？？？tohijackedmediarespondingineffectively？？？？？？？？tohijacked[B]persuadingcustomersintoboycottingproducts[C]cooperatingwithsupportiveconsumers[D]takingadvantageofhijackedmediacompaniestodaycanexploit(开发manyalternativeformsofWhichofthefollowingisthetextmainlyAlternativestoconventionalpaidbetweenhijackedandearnedmedia.[C]Dominanceofhijackedmedia.（）[D]Popularityofownedmedia.附加二：理InhisbookTheTipPoint,MalcolmGladwellarguesthatsocial（流行潮）aredriveninlargepartbytheactingofatinyminorityofspecialindividuals,oftencalledinfluentialswhoareunusuallyinformed,persuasive,orwell-connected.(写作词汇)Unusually=impossiblyTheideaisintuitively(上)compelling,butitdoesn'texinhow（socialepidemics）actuallyMustaccept=arrestingCompellingidea=veryBycitingthebookTheTipPoint,theauthorintends 文章开头的例子，一定是为了引出的[A]yzetheconsequencesofsocialdiscussinfluentials'functioninspreadingexemplifypeople'sintuitiveresponsetosocialdescribetheessentialcharacteristicsofThesupposedimportanceofinfluentialsderivesfrom(源自于)ausiblesounding（听上去很合理的）butlargelyuntestedtheorycalledthetwostepflowofcommunication":Informationflowsfromthemediatotheinfluentialsandfromthemtoeveryoneelse.Theauthorsuggeststhatthe"two-step-flowservesasasolutiontomarketinghashelpedexincertainprevalenthaswonsupportfromrequiressolidevidenceforitsMarketershaveembraced（接受）thetwo-stepflow/becauseitsuggeststhatiftheycanjustfindandinfluencetheinfluentials,thoseselectedpeople(influentials)willdomostoftheworkforthem.Thetheoryalsoseemstoexinthesuddenandunexpectedpopularityofcertainlooks,brands,orneighborhoods（地段）.SupremeflowpunchInmanysuch（suddenandunexpectedpopularity）cases,acursorysearchforcausesfindsthatsomesmallgroupofpeoplewaswearing,promoting,ordevelowhatever(everythingthat)itisbeforeanyoneelsepaidattention.acursorysearchforcausesfindsthat+Anecdotalevidenceofthiskindfitsnicelywiththeideathatonlycertainspecialpeople(influentials)candrivetrendsAnecdotalevidencefitsnicelywiththeIntheirrecentwork,however,someresearchershavecomeupwiththefindingthatinfluentialshavefarlessimpactonsocialepidemicsthanisgenerallysupposed.Infact,theydon'tseemtoberequiredofTheresearchers'argumentstemsfromasimpleobservingaboutsocialinfluence,withtheexceptionof(除开)afewcelebritieslikeOprahWinfrey—whoseoutsize（非凡）presence（存在）isprimarilyafunctionofmedia,notinter influence—eventhemostinfluentialmembersofapopulationsimplydon'tinctwiththatmanyothers.Yetitispreciselythesenon-celebrityinfluentialswho,accordingtothetwo-step-flowtheory,aresupposedtodrivesocialepidemicsbyinfluencingtheirfriendsandcolleaguesdirectly.Forasocialepidemictooccur,however,each soaffected,musttheninfluencehisorherownacquaintances,whomustinturninfluencetheirs,andsoon;andjusthowmanyotherspayattentiontoeachofthesepeoplehaslittletodowiththeinitialinfluential.Theunderlinedphrase"thesepeople"inparagraph4referstotheonesstayoutsidethenetworkofsocialhavelittlecontactwiththesourceofareinfluencedandtheninfluenceareinfluencedbytheinitialWhattheresearchershaveobservedrecentlyshows[A][A]thepowerofinfluencegoeswithsocial allinkscanbeenhancedthroughtheinfluentialshavemorechannelstoreachthemostcelebritiesenjoywidemediaIfpeopleinthenetworkjusttwodegreesremovedfromtheinitialinfluentialproveresistant,forexample,thecascadeofchange(socialepidemics)won'tpropagateveryfaroraffectmanypeople.1massmass①Buildingonthisbasictruthaboutinter alinfluence,theresearchersstudiedthedynamicsofsocialinfluencebyconductingthousandsofcomputerstimulationsofpopulationsmanipulatinganumberofvariablesrelatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.theresearchersstudiedthedynamicsofsocialresearchersBuildingonthisbasictruthaboutinteralresearchersconductingthousandsofcomputerstimulationsofresearchersmanipulating（仔细研究）anumberofvariables（变量）relatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.②Theyfoundthattheprincipalrequirementforwhatwecall"globalcascades"–thewidespreadpropagationofinfluencethroughnetworks–isthepresencenotofafewinfluentialsbut,rather,ofacriticalmassofeasilyinfluencedpeople.WhatistheessentialelementinthedynamicsofsocialTheeagernesstobeTheimpulsetoinfluenceThereadinesstobeTheinclinationtorelyon1）Buildingonthisbasictruthaboutinteralinfluence,2）theresearchersstudiedthedynamicsofsocialinfluenceconductingthousandsofcomputerstimulationsofmanipulatinganumberofvariables/relatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.ManipulatingArelatingtoBand（BC相关的A）A=anumberofvariablesBpeople'sabilitytoinfluenceothersC=theirtendencytobeinfluencedManipulate运用，研究，分析②Theyfoundthattheprincipalrequirementforwhatwecall"globalcascades"–thewidespreadpropagationofinfluencethroughnetworks–isthepresencenotofafewinfluentialsbut,rather,ofacriticalmassofeasilyinfluencedpeople.acriticalmassTheyfoundthattheprincipalrequirementforwhatwecall"globalcascades"istheTheyfoundAisthepresencenotofBbut,ratherofB.A=theprincipalrequirementforwhatwecall"globalcascades"B=thepresencenotofafewinfluentialsC=acriticalmassofeasilyinfluencedglobalcascadesisthewidespreadpropagationofinfluencethroughPropagation:布流最主要的前提不是少数几个有的人的存在而是大量的易受影响的人BycitingthebookTheTipPoint,theauthorintends 文章开头的例子，一定是为了引出的[A]yzetheconsequencesofsocialdiscussinfluentials'functioninspreadingexemplifypeople'sintuitiveresponsetosocialdescribetheessentialcharacteristicsof附加关联性（Relevance）性（Originality）震撼性①TheroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidUsedtobe②No③Whiletraditional“paid”media–suchasevisioncommercialsandprintadvertisements–stillyamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Exploit=use,④Consumerspassionateaboutaproductmaycreate"earned"mediabywillinglypromotingittofriends,anda mayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Leveragefullyuse充分利用；powerinfluence;Herwealthgivesherenormousleverageinsocialcircles.Consumerspassionateaboutaproductbywillinglypromotingittofriends2.maycreateearned"media创建免费口碑 bysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWeb⑤Infact，thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing'simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.主干：thewaymeansthat…consumersnowapproachtheprocessofmakingpurchasedecisions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①Paidandownedmediaarecontrolledbymarketerspromotingtheirown②Forearnedmedia,suchmarketersactastheinitiatorforusers’③Butinsomecases,onemarketer’sownedmedia eanothermarketer’spaidmedia–forinstance,whenan merceretailersellsadspaceonitsWebsite.销人员的自会成为另外一个人员的支付.cetheircontentor merceengineswithinthatenvironment.们的内容或者电子商务引擎放置在它的网络环境中。⑤Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhosandwillnodoubtgofurther.ThistrendeffectivelybeganwithretailersandtravelproviderssuchasairlinesandhoThistrendwillnodoubtgoWebelievethistrendisstillinits⑥Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediapropertythatpromotescomplementaryandevencompetitiveproducts.⑦Besidesgenerating e,thepresenceofothermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofothercompanies’marketing,andmayhelpexpandusertrafficforallcompaniesconcerned.thepresenceofothermarketersmakesthesiteseemabouttheappealofothercompanies’marketingthepresenceofothermarketersmayhelpexpandusertrafficforallcompanies除了会产生收入之外其他人员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。①Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore（andmorediverse）communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Thedramatictechnologicalchangeshaveprovidedmarketerswithmore（andmorediverse）communicationschoices同样是这些重大的技术在给者带来的和样化的选择的同时Thesamedramatictechnologicalchangeshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamaging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②Suchhijackedmediaaretheoppositeofearnedmedia:anassetorn hostagetoconsumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandor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。③Membersofsocialnetworks,forinstance,arelearningthattheycanhijackmediatoapplypressureonthebusinessesthatoriginallycreatedthem. ①Ifthathappens,passionateconsumerswouldtrytopersuadeotherstoboycottproducts,puttingthereputationofthetarget atrisk.②Insuchacase,the ’sresponsemaynotbesufficientlyquickorthoughtful,andthelearningcurvehasbeensteep.Youcannotbetoocarefultocrossthestreet.YoucannotbecarefulenoughtocrossthestreetCannot/neverbetoo/enoughquickorthoughtful③ToyotaMotor,forexample,alleviatedsomeofthedamagefromitsrecallcrisisearlieryearwitharelativelyquickandwell-orchestratedsocial-mediaresponsen,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchasandthesocial-newssiteDigg.ToyotaMotoralleviatedsomeofthedamagefromitsrecallcrisisearlierthiswitharelativelyquickandwell-orchestratedsocial-mediaresponsewhichincludedeffortstoengagewithconsumersdirectlyonsitessuchasandthesocial-newssiteDigg期的所造成的一些损害这些活动包括在和社交Digg上与消费者Consumersmaycreate“earned”mediawhenthey［A］obsessedwithonlineshopatcertainWeb［B］inspiredbyproduct-promotinge-mailssentto［C］eagertohelptheirfriendspromotequality［D］enthusiastic mendingtheirfavoriteAccordingtoParagraph2,soldmedia［A］asafebusiness［B］random［C］stronguser［D］flexibilityinTheauthorindicatesinParagraph3thatearned［A］invite swithpassionate［B］canbeusedtoproducenegativeeffectsin可以被用来产生的作［C］mayberesponsibleforfiercer［D］deserveallthenegativecommentsaboutToyotaMotor’sexperienceiscitedasanexample［A］respondingeffectivelytohijacked［B］persuadingcustomersintoboycotting［C］cooperatingwithsupportive［D］takingadvantageofhijackedWhichofthefollowingisthetextmainlyabout［A］Alternativestoconventionalpaid betweenhijackedandearned和口碑之间的［C］Dominanceofhijacked［D］Popularityofowned只有的流行Ultimaythesetypesofmediaworkbesttogetherbutmakingthehardchoicesofwhattoincludeandwhatnottoincludeiscrucial-especiallywhenbudgetsaretight.Butifyousimplystartbycategorizingyourmediaandidentifyingtherightrolesbasedonyourobjectives,thenyourontherightpath.Herearesomehighleveltakeawaysthatyoushouldconsiderwhendeveloyour2010inctivemediastrategy:Createasolarsystemofownedmedia.Ownedmediaisachannelyoucontrol.Therefully-ownedmedia(likeyourwebsite)andpartially-ownedmedia(like fanpageoraccount).Ownedmediacreatesbrandportability.Nowyoucanextendyourbrand'spresencebeyondyourwebsitesothatitexistsinmanycesacrosstheweb-specificallythroughsocialmediasitesanduniquecommunities.Inarecessioninwhichmarketingbudgetsarebeingcutby20%,theabilitytocommunicatedirectlywithconsumerswhowanttoengagewithyourbrandthroughlong-termrelationshipscanbeinvaluable.Recognizethatearnedmediaisaresultofbrandbehavior."Earnedmedia"isanoldtermthatessentiallymeantgettingyourbrandintomediaratherthanhavingtopayforitthroughadvertising.Howeverthetermhasevolvedintothetransparentandpermanentword-of-mouththatisbeingcreatedthroughsocialmedia.Youneedtolearnhowtolistenandrespondtoboththegood(positiveorganic)andbad(spurned)aswellasconsiderwhentotryandstimulateearnedmediathroughword-of-mouthYourpaidmediaisnotdead,butitisevolvingintoacatalyst.Manypeoplearepredictingtheendofpaidmedia(akaadvertising).However,thatpredictionmaybeprematureasnoothertypeofmediacanguaranteetheimmediacyandscalethatpaidmediacan.However,paidmediaisshiftingawayfromthefoundationandevolvingintoacatalystthatisneededatkeyperiodstodrivemoreengagement(e.g.Q4holidays).附加①InhisbookTheTipPoint,MalcolmGladwellarguesthatsocialepidemicsaredriveninlargepartbytheactingofatinyminorityofspecialindividuals,oftencalledinfluentials,whoareunusuallyinformed,persuasive,orwell-connected.殊的行为所推动，这些通常被称之为“有的人，他们通常知识广博，很有姆•《点《点》是一本谈论怎样让产品发起流行潮的专门性著作。书中将产品爆发流行的现象归因为三种模式：个别人物法则、附着力因素及环境法则。②Theideaisintuitivelycompelling,butitdoesn'texinhowideasactuallyspread.Intuitively：从上讲。Compelling:有说服力；mustacceptoragreewith;Acompellingreason不得不接受的理由；Lameargument=flimsyargument=feebleBycitingthebookTheTipPoint,theauthorintends yzetheconsequencesofsocial［B］discussinfluentials'functioninspreading［C］exemplifypeople'sintuitiveresponsetosocial［D］describetheessentialcharacteristicsof①Thesupposedimportanceofinfluentialsderivesfromausiblesoundingbutlargelyuntestedtheorycalledthe"twostepflowofcommunication":Informationflowsfromthemediatotheinfluentialsandfromthemtoeveryoneelse.所谓有的的重要性是源自于一个听起来很合理但很大程度上没有得到证实②Marketershaveembracedthetwo-stepflowbecauseitsuggeststhatiftheycanjustfindandinfluencetheinfluentials,thoseselectedpeoplewilldomostoftheworkforthem.③Thetheoryalsoseemstoexinthesuddenandunexpectedpopularityofcertainlooks,brands,orneighborhoods.④Inmanysuchcases,acursorysearchforcausesfindsthatsomesmallgroupofpeoplewaswearing,promoting,ordevelowhateveritisbeforeanyoneelsepaidattention.Cursoryacursorysearchforcausesfinds⑤Anecdotalevidenceofthiskindfitsnicelywiththeideathatonlycertainspecialpeoplecandrivetrends.Anecdotalevidence轶事；道听途说的Fitnicelywith与…“Theauthorsuggeststhatthe"two-step-flow［A］servesasasolutiontomarketing［B］hashelpedexincertainprevalent［C］haswonsupportfrom［D］requiressolidevidenceforits①Intheirrecentwork,however,someresearchershavecomeupwiththefindinginfluentialshavefarlessimpactonsocialepidemicsthanisgenerally②Infact,theydon'tseemtoberequiredof①Theresearchers’argumentstemsfromasimpleobservationaboutsocialinfluence:WiththeexceptionofafewcelebritieslikeOprahWinfrey—whoseoutsizepresenceisprimarilyafunctionofmedia,notinter al,influence—eventhemostinfluentialmembersofapopulationsimplydon’tinctwiththatmanyothers.研究者的观点源自于对社会影响的简单观察：除了个别 这样的名人.要是一个功能的影响，而不是人际关系的影响。.②Yetitispreciselythesenon-celebrityinfluentialswho,accordingtothetwo-step-flowtheory,aresupposedtodrivesocialepidemics,byinfluencingtheirfriendsandcolleaguesthesenon-celebrityinfluentialsaresupposedtodrivesocial而根据两步流动理论，正是这些不是名人但有的人应该通过直接影响他们的同事和朋友的方式，去推动社会流行潮。③Forasocialepidemictooccur,however, soaffectedmustthenhisorherownacquaintances,whomustinturninfluencetheirs,andsoon;andjusthowmanyotherspayattentiontoeachofthesepeoplehaslittletodowiththeinitialinfluential这些被影响的熟人又转而去影响他们的熟人，这样不断传递；只是又有多少人关注到这些被影响的人和最初的有的人之间其实并没有多大联系。④Ifpeopleinthenetworkjusttwodegreesremovedfromtheinitialinfluentialproveresistant,forexample,thecascadeofchangewon’tpropagateveryfaroraffectmanypeople.举个例子如果在网络中那些离最初的有的人有两个层级距离的人被证明是Whattheresearchershaveobservedrecentlyshows［A］thepowerofinfluencegoeswithsocial allinkscanbeenhancedthroughthe［C］influentialshavemorechannelstoreachthe［D］mostcelebritiesenjoywidemediaTheunderlinedphrase"thesepeople"inparagraph4referstotheones［A］stayoutsidethenetworkofsocial［B］havelittlecontactwiththesourceof［C］areinfluencedandtheninfluence［D］areinfluencedbytheinitial①Buildingonthisbasictruthaboutinter alinfluence,theresearchersstudiedthedynamicsofsocialinfluencebyconductingthousandsofcomputerstimulationsofpopulationsmanipulatinganumberofvariablesrelatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.1）Buildingonthisbasictruthaboutinteralinfluence,2）theresearchersstudiedthedynamicsofsocialinfluenceconductingthousandsofcomputerstimulationsofmanipulatinganumberofvariables/relatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.ManipulatingArelatingtoBand（BC相关的A）A=anumberofvariablesBpeople'sabilitytoinfluenceothersC=theirtendencytobeinfluencedManipulate运用，研究，分析 ②Theyfoundthattheprincipalrequirementforwhatwecall"globalcascades"–thewidespreadpropagationofinfluencethroughnetworks–isthepresencenotofafewinfluentialsbut,rather,ofacriticalmassofeasilyinfluencedpeople.acriticalmassTheyfoundthattheprincipalrequirementforwhatwecall"globalcascades"istheTheyfoundAisthepresencenotofBbut,ratherofB.A=theprincipalrequirementforwhatwecall"globalcascades"B=thepresencenotofafewinfluentialsC=acriticalmassofeasilyinfluencedglobalcascadesisthewidespreadpropagationofinfluencethroughnetworksPropagation:布流最主要的前提不是少数几个有的人的存在而是大量的易受影响的人Whatistheessentialelementinthedynamicsofsocial［A］Theeagernesstobe［B］Theimpulsetoinfluence［C］Thereadinesstobe［D］TheinclinationtorelyonComeon–Everybody’sngit.Thatwhisperedmessage,halfinvitationandhalfforcing,iswhatmostofusthinkofwhenwehearthewordspeerpressure.Itusuallyleadstonogood--drinking,drugsandcasual.ButinhernewbookJointheClub,TinaRosenbergcontendsthatpeerpressurecanalsobeapositivethroughsomethingthatshecallsthesocialcure,inwhichorganizationsandofficialsusethepowerofgroupdynamicstohelpindividualsimprovetheirlivesandpossiblytheworld.Rosenberg,therecipientofaPulitzerPrize,offersahostofexampleofthesocialcureinaction:InSouthCarolina,astate-sponsoredantismokingprogramcalledRageAgainsttheHazesetsouttomakecigarettesuncool.InSouthAfrica,anHIV-preventioninitiativeknownasLoveLiferecruitsyoungpeopletopromotesafeamongtheirmisingandofmanypubic-healthnsisspot-on:theyfailtomobilizepeerpressureforhealthyhabits,andtheydemonstrateaseriouslyflawedunderstandingofpsychology.“Daretobedifferent,pleasedon’tsmoke!”pleadsonebillboardnaimedatreducingsmokingamongteenagersteenagers,whodesirenothingmorethanfittingin.Rosenbergarguesconvincinglythatpublic-healthadvocatesoughttotakeapagefromadvertisers,soskilledatapplyingpeerpressure.Butonthegeneraleffectivenessofthesocialcure,Rosenbergislesspersuasive.JointheClubisfilledwithtoomuchirrelevantdetailandnotenoughexplorationofthesocialandbiologicalfactorsthatmakepeerpressuresopowerful.Themostglaringflawofthesocialcureasispresentedhereisthatitdoesn’tworkverywellforverylong.RageAgainsttheHazefailedoncestatefundingwascut.EvidencethattheLoveLifeprogramproduceslastingchangesislimitedandmixed.There’snodoubtthatourpeergroupsexertenormousinfluenceonourbehavior.Anemergingbodyofresearchshowsthatpositivehealthhabits-aswellasnegativeones-spreadthroughnetworksoffriendsviasocialcommunication.Thisisasubtleformofpeerpressure:weunconsciouslyimitatethebehaviorweseeeveryday.Farlesscertain,however,ishowsuccessfullyexpertsandbureaucratscanselectourpeergroupsandsteertheiractivitiesinvirtuousdirections.It’sliketheteacherwhobreaksupthetroublemakersinthebackrowbypairingthemwithbetter-behavedclassmates.Thetacticneverreallyworks.Andthat’stheproblemwithasocialcureengineeredfromtheoutside:intherealworld,asinschool,weinsistonchoosingourownfriends.①TheroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidUsedtobe②No③Whiletraditional“paid”media–suchasevisioncommercialsandprintadvertisements–stillyamajorrole,companiestodaycanexploitmanyalternativeformsofmedia.Exploit=use,④Consumerspassionateaboutaproductmaycreate"earned"mediabywillinglypromotingittofriends,anda mayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.Leveragefullyuse充分利用；powerinfluence;Herwealthgivesherenormousleverageinsocialcircles.Consumerspassionateaboutaproductbywillinglypromotingittofriends2.maycreateearned"media创建免费口碑 bysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWeb⑤Infact，thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing'simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.主干：thewaymeansthat…consumersnowapproachtheprocessofmakingpurchasedecisions ①Paidandownedmediaarecontrolledbymarketerspromotingtheirown②Forearnedmedia,suchmarketersa