2018年五夜十篇10月6日講義考研密訓(xùn)

附加一：類Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.usedtobe過(guò)去常常；roughwhat=somethingNoWhiletraditional“paid”media—suchasevisioncommercials（商業(yè)）andprintadvertisements—stillyamajorrole,companiestodaycanexploit(開(kāi)發(fā))manyalternativeformsofmedia.While:句首：雖然/（句首，句中2.（結(jié)尾….,though.though，….但是）Consumerspassionateaboutaproduct（定語(yǔ)）maycreate“earned”mediabywillinglypromotingittofriends,anda mayleverage“owned”mediabysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWebsite.(兩種替換)Consumerspassionateaboutaproduct（定語(yǔ)）maycreate“earned”（口碑bywillinglypromotingit（product）tofriends mayleverage(fullyuse充分利用 4）bysendinge-mailalerts（郵件/通知）aboutproductsandsalestocustomersregisteredwithitsWebsite.Consumerspassionateaboutaproduct（定語(yǔ)）maycreate“earned”（口（口 bywillinglypromotingit（product）toConsumersmaycreate“earned”mediawhentheyare.1[A]obsessedwithonlineshopatcertainWebsites[B]inspiredbyproduct-promotinge-mailssenttothemeagertohelptheirfriendspromotequalityproductsenthusiastic mendingtheirfavoriteThewayconsumersnowapproachtheprocessofmakingpurchasedecisionspaidmedia.Thewaymeansthat+consumersnowapproachtheprocessofmakingpurchasedecisions3）marketing’simpactstemsfromabroadrangeoffactorsbeyondpaidPaidandownedmediaarecontrolledbymarketers（人員）promotingtheirownproducts.Forearnedmedia,suchmarketersactastheinitiator（發(fā)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(創(chuàng)造)1）Besides thepresenceofothermarketersmakesthesiteseemgivescompaniesopportunitiestolearnvaluableinformationaboutthe（優(yōu)點(diǎn)，吸引人的點(diǎn)）ofothercompaniesmarketing4）mayhelpexpandusertrafficforallcompaniesconcerned.Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore(andmorediverse)communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Thedramatictechnologicalchangeshaveprovidedmarketerswithmore(andmorediverse)communicationschoices “twobladessword”MoremorediverseThesamedramatic巨大的technologicalchangeshavealsoincreasedtherisk3）passionateconsumerswillvoice表達(dá))theiropinionsinquicker,visible(obvious),andmuchmoredamaging2.uchhijackedmediaaretheopposite)ofearnedmedia:/anasset eshostagetoconsumers,otherstakeholders（利益相關(guān)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(緩解someofthedamagefromitsrecallcrisisearlierthisyearwitharelativelyquickandwell-orchestrated（有組織的）social-mediaresponsen（活動(dòng)）,whichincludedeffortstoengagewithconsumersdirectlyonsitessuchasandthesocial-newssiteDigg.ToyotaMotor’sexperienceiscitedasanexampleof .4[A]respondingeffectively？？？？？？？？tohijackedmediarespondingineffectively？？？？？？？？tohijacked[B]persuadingcustomersintoboycottingproducts[C]cooperatingwithsupportiveconsumers[D]takingadvantageofhijackedmediacompaniestodaycanexploit(開(kāi)發(fā)manyalternativeformsofWhichofthefollowingisthetextmainlyAlternativestoconventionalpaidbetweenhijackedandearnedmedia.[C]Dominanceofhijackedmedia.（）[D]Popularityofownedmedia.附加二：理InhisbookTheTipPoint,MalcolmGladwellarguesthatsocial（流行潮）aredriveninlargepartbytheactingofatinyminorityofspecialindividuals,oftencalledinfluentialswhoareunusuallyinformed,persuasive,orwell-connected.(寫作詞匯)Unusually=impossiblyTheideaisintuitively(上)compelling,butitdoesn'texinhow（socialepidemics）actuallyMustaccept=arrestingCompellingidea=veryBycitingthebookTheTipPoint,theauthorintends 文章開(kāi)頭的例子，一定是為了引出的[A]yzetheconsequencesofsocialdiscussinfluentials'functioninspreadingexemplifypeople'sintuitiveresponsetosocialdescribetheessentialcharacteristicsofThesupposedimportanceofinfluentialsderivesfrom(源自于)ausiblesounding（聽(tīng)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(除開(kāi))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（仔細(xì)研究）anumberofvariables（變量）relatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.②Theyfoundthattheprincipalrequirementforwhatwecall"globalcascades"–thewidespreadpropagationofinfluencethroughnetworks–isthepresencenotofafewinfluentialsbut,rather,ofacriticalmassofeasilyinfluencedpeople.WhatistheessentialelementinthedynamicsofsocialTheeagernesstobeTheimpulsetoinfluenceThereadinesstobeTheinclinationtorelyon1）Buildingonthisbasictruthaboutinteralinfluence,2）theresearchersstudiedthedynamicsofsocialinfluenceconductingthousandsofcomputerstimulationsofmanipulatinganumberofvariables/relatingtopeople'sabilitytoinfluenceothersandtheirtendencytobeinfluenced.ManipulatingArelatingtoBand（BC相關(guān)的A）A=anumberofvariablesBpeople'sabilitytoinfluenceothersC=theirtendencytobeinfluencedManipulate運(yùn)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數(shù)幾個(gè)有的人的存在而是大量的易受影響的人BycitingthebookTheTipPoint,theauthorintends 文章開(kāi)頭的例子，一定是為了引出的[A]yzetheconsequencesofsocialdiscussinfluentials'functioninspreadingexemplifypeople'sintuitiveresponsetosocialdescribetheessentialcharacteristicsof附加關(guān)聯(lián)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創(chuàng)建免費(fèi)口碑 bysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWeb⑤Infact，thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing'simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.主干：thewaymeansthat…consumersnowapproachtheprocessofmakingpurchasedecisions現(xiàn)在消費(fèi)者做出決策過(guò)程的方式表明的來(lái)自于傳統(tǒng)支付之外的①Paidandownedmediaarecontrolledbymarketerspromotingtheirown②Forearnedmedia,suchmarketersactastheinitiatorforusers’③Butinsomecases,onemarketer’sownedmedia eanothermarketer’spaidmedia–forinstance,whenan merceretailersellsadspaceonitsWebsite.銷人員的自會(huì)成為另外一個(gè)人員的支付.cetheircontentor merceengineswithinthatenvironment.們的內(nèi)容或者電子商務(wù)引擎放置在它的網(wǎng)絡(luò)環(huán)境中。⑤Thistrend,whichwebelieveisstillinitsinfancy,effectivelybeganwithretailersandtravelproviderssuchasairlinesandhosandwillnodoubtgofurther.ThistrendeffectivelybeganwithretailersandtravelproviderssuchasairlinesandhoThistrendwillnodoubtgoWebelievethistrendisstillinits⑥Johnson&Johnson,forexample,hascreatedBabyCenter,astand-alonemediapropertythatpromotescomplementaryandevencompetitiveproducts.⑦Besidesgenerating e,thepresenceofothermarketersmakesthesiteseemobjective,givescompaniesopportunitiestolearnvaluableinformationabouttheappealofothercompanies’marketing,andmayhelpexpandusertrafficforallcompaniesconcerned.thepresenceofothermarketersmakesthesiteseemabouttheappealofothercompanies’marketingthepresenceofothermarketersmayhelpexpandusertrafficforallcompanies除了會(huì)產(chǎn)生收入之外其他人員的出現(xiàn)會(huì)使這個(gè)看起來(lái)很客觀并且提供給公司機(jī)會(huì)去獲取其他公司亮點(diǎn)的寶貴信息，并且有可能幫助所有相關(guān)企業(yè)增加用戶量。①Thesamedramatictechnologicalchangesthathaveprovidedmarketerswithmore（andmorediverse）communicationschoiceshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamagingways.Thedramatictechnologicalchangeshaveprovidedmarketerswithmore（andmorediverse）communicationschoices同樣是這些重大的技術(shù)在給者帶來(lái)的和樣化的選擇的同時(shí)Thesamedramatictechnologicalchangeshavealsoincreasedtheriskthatpassionateconsumerswillvoicetheiropinionsinquicker,morevisible,andmuchmoredamaging這些技術(shù)上的也增加了一種風(fēng)險(xiǎn)，那就是消費(fèi)者們會(huì)用更快，更明顯的和更具②Suchhijackedmediaaretheoppositeofearnedmedia:anassetorn hostagetoconsumers,otherstakeholders,oractivistswhomakenegativeallegationsaboutabrandor以及各種積極分子所劫持的，他們會(huì)對(duì)某一品牌或某一產(chǎn)品評(píng)價(jià)。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期的所造成的一些損害這些活動(dòng)包括在和社交Digg上與消費(fèi)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可以被用來(lái)產(chǎn)生的作［C］mayberesponsibleforfiercer［D］deserveallthenegativecommentsaboutToyotaMotor’sexperienceiscitedasanexample［A］respondingeffectivelytohijacked［B］persuadingcustomersintoboycotting［C］cooperatingwithsupportive［D］takingadvantageofhijackedWhichofthefollowingisthetextmainlyabout［A］Alternativestoconventionalpaid betweenhijackedandearned和口碑之間的［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.殊的行為所推動(dòng)，這些通常被稱之為“有的人，他們通常知識(shí)廣博，很有姆?《點(diǎn)《點(diǎn)》是一本談?wù)撛鯓幼尞a(chǎn)品發(fā)起流行潮的專門性著作。書中將產(chǎn)品爆發(fā)流行的現(xiàn)象歸因?yàn)槿N模式：個(gè)別人物法則、附著力因素及環(huán)境法則。②Theideaisintuitivelycompelling,butitdoesn'texinhowideasactuallyspread.Intuitively：從上講。Compelling:有說(shuō)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.所謂有的的重要性是源自于一個(gè)聽(tīng)起來(lái)很合理但很大程度上沒(méi)有得到證實(shí)②Marketershaveembracedthetwo-stepflowbecauseitsuggeststhatiftheycanjustfindandinfluencetheinfluentials,thoseselectedpeoplewilldomostoftheworkforthem.③Thetheoryalsoseemstoexinthesuddenandunexpectedpopularityofcertainlooks,brands,orneighborhoods.④Inmanysuchcases,acursorysearchforcausesfindsthatsomesmallgroupofpeoplewaswearing,promoting,ordevelowhateveritisbeforeanyoneelsepaidattention.Cursoryacursorysearchforcausesfinds⑤Anecdotalevidenceofthiskindfitsnicelywiththeideathatonlycertainspecialpeoplecandrivetrends.Anecdotalevidence軼事；道聽(tīng)途說(shuō)的Fitnicelywith與…“Theauthorsuggeststhatthe"two-step-flow［A］servesasasolutiontomarketing［B］hashelpedexincertainprevalent［C］haswonsupportfrom［D］requiressolidevidenceforits①Intheirrecentwork,however,someresearchershavecomeupwiththefindinginfluentialshavefarlessimpactonsocialepidemicsthanisgenerally②Infact,theydon'tseemtoberequiredof①Theresearchers’argumentstemsfromasimpleobservationaboutsocialinfluence:WiththeexceptionofafewcelebritieslikeOprahWinfrey—whoseoutsizepresenceisprimarilyafunctionofmedia,notinter al,influence—eventhemostinfluentialmembersofapopulationsimplydon’tinctwiththatmanyothers.研究者的觀點(diǎn)源自于對(duì)社會(huì)影響的簡(jiǎn)單觀察：除了個(gè)別 這樣的名人.要是一個(gè)功能的影響，而不是人際關(guān)系的影響。.②Yetitispreciselythesenon-celebrityinfluentialswho,accordingtothetwo-step-flowtheory,aresupposedtodrivesocialepidemics,byinfluencingtheirfriendsandcolleaguesthesenon-celebrityinfluentialsaresupposedtodrivesocial而根據(jù)兩步流動(dòng)理論，正是這些不是名人但有的人應(yīng)該通過(guò)直接影響他們的同事和朋友的方式，去推動(dòng)社會(huì)流行潮。③Forasocialepidemictooccur,however, soaffectedmustthenhisorherownacquaintances,whomustinturninfluencetheirs,andsoon;andjusthowmanyotherspayattentiontoeachofthesepeoplehaslittletodowiththeinitialinfluential這些被影響的熟人又轉(zhuǎn)而去影響他們的熟人，這樣不斷傳遞；只是又有多少人關(guān)注到這些被影響的人和最初的有的人之間其實(shí)并沒(méi)有多大聯(lián)系。④Ifpeopleinthenetworkjusttwodegreesremovedfromtheinitialinfluentialproveresistant,forexample,thecascadeofchangewon’tpropagateveryfaroraffectmanypeople.舉個(gè)例子如果在網(wǎng)絡(luò)中那些離最初的有的人有兩個(gè)層級(jí)距離的人被證明是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相關(guān)的A）A=anumberofvariablesBpeople'sabilitytoinfluenceothersC=theirtendencytobeinfluencedManipulate運(yùn)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數(shù)幾個(gè)有的人的存在而是大量的易受影響的人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創(chuàng)建免費(fèi)口碑 bysendinge-mailalertsaboutproductsandsalestocustomersregisteredwithitsWeb⑤Infact，thewayconsumersnowapproachtheprocessofmakingpurchasedecisionsmeansthatmarketing'simpactstemsfromabroadrangeoffactorsbeyondconventionalpaidmedia.主干：thewaymeansthat…consumersnowapproachtheprocessofmakingpurchasedecisions ①Paidandownedmediaarecontrolledbymarketerspromotingtheirown②Forearnedmedia,suchmarketersa