31. Consumers may create “earned” media when they are
- A. obsessed with online shopping at certain Web sites.
- B. inspired by product-promoting e-mails sent to them.
- C. eager to help their friends promote quality products.
- D. enthusiastic about recommending their favorite products.
答案：D
答案句：Consumers passionate about a 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 customers registered with its Web site.
参考译文：对某产品充满热情的消费者可能会通过自愿向朋友推荐该产品来创造“免费”媒体，而公司可以通过向在其网站上注册的客户发送关于产品和销售的电子邮件提醒来利用“自有”媒体。
定位线索：题干“Consumers may create 'earned' media when they are”对应答案句“Consumers passionate about a product may create 'earned' media by willingly promoting it to friends”；文中“passionate about a product”对应选项D“enthusiastic about recommending their favorite products”（“passionate”对应“enthusiastic”，“promoting it to friends”对应“recommending their favorite products”）。
解析：题干问消费者何时会创造“免费”媒体，答案句明确指出“Consumers passionate about a product may create 'earned' media by willingly promoting it to friends”，即消费者对产品充满热情并自愿向朋友推荐时。选项D“enthusiastic about recommending their favorite products”正是对“passionate about a product”和“willingly promoting it to friends”的同义转述。选项A“痴迷于在特定网站购物”无中生有，原文未提及；选项B“受到发送给他们的产品推广邮件启发”是“owned”媒体的特征，答非所问；选项C“渴望帮助朋友推广优质产品”偷换概念，原文是向朋友推荐产品，而非帮助朋友推广。
32. According to Paragraph 2, sold media feature
- A. a safe business environment.
- B. random competition.
- C. strong user traffic.
- D. flexibility in organization.
答案：C
答案句：We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.
参考译文：我们将这种出售媒体定义为自有媒体，其流量如此强大，以至于其他组织将其内容或电子商务引擎置于该环境中。
定位线索：题干“According to Paragraph 2, sold media feature”对应答案句“We define such sold media as owned media whose traffic is so strong”；文中“traffic is so strong”对应选项C“strong user traffic”（“traffic”对应“user traffic”，“strong”对应“strong”）。
解析：题干问出售媒体的特点，答案句直接定义“sold media”为“owned media whose traffic is so strong”，即流量强大是核心特征，选项C“strong user traffic”完全对应。选项A“安全的商业环境”无中生有；选项B“随机竞争”偷换概念，原文未提及竞争；选项D“组织灵活性”曲解原文，原文说“other organizations place their content or e-commerce engines within that environment”，并非灵活性。
33. The author indicates in Paragraph 3 that earned media
- A. invite constant conflicts with passionate consumers.
- B. can be used to produce negative effects in marketing.
- C. may be responsible for fiercer competition.
- D. deserve all the negative comments about them.
答案：B
答案句：The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased 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 asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product.
参考译文：同样的巨大技术变革为营销人员提供了更多（且更多样化）的沟通选择，同时也增加了风险，即热情的消费者会以更快、更明显、更具破坏性的方式表达他们的观点。这种被劫持的媒体与免费媒体相反：一项资产或活动成为消费者、其他利益相关者或活动人士的人质，他们对品牌或产品提出负面指控。
定位线索：题干“The author indicates in Paragraph 3 that earned media”对应答案句“Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers... who make negative allegations”；文中“hijacked media... negative allegations”对应选项B“can be used to produce negative effects in marketing”（“negative allegations”对应“negative effects”）。
解析：题干问作者在第三段暗示免费媒体如何，答案句指出“hijacked media are the opposite of earned media”，并解释被劫持媒体是“资产或活动成为消费者等的人质，他们对品牌或产品提出负面指控”，这暗示免费媒体可能被劫持并产生负面营销效果，选项B“can be used to produce negative effects in marketing”正确。选项A“引发与热情消费者的持续冲突”程度过重，原文只说“risk”；选项C“可能导致更激烈的竞争”无中生有；选项D“应得所有负面评论”偷换概念，原文未说应得。
34. Toyota Motor’s experience is cited as an example of
- A. responding effectively to hijacked media.
- B. persuading customers into boycotting products.
- C. cooperating with supportive consumers.
- D. taking advantage of hijacked media.
答案：A
答案句：In such a case, the company’s response 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 response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
参考译文：在这种情况下，公司的回应可能不够迅速或周到，而且学习曲线一直很陡峭。例如，丰田汽车今年早些时候通过相对迅速且精心策划的社交媒体回应活动，减轻了其召回危机造成的一些损害，其中包括在Twitter和社会新闻网站Digg等网站上直接与消费者互动的努力。
定位线索：题干“Toyota Motor's experience is cited as an example of”对应答案句“Toyota Motor, for example, alleviated some of the damage from its recall crisis... with a relatively quick and well-orchestrated social-media response campaign”；文中“alleviated some of the damage... response campaign”对应选项A“responding effectively to hijacked media”（“alleviated damage”对应“responding effectively”，“social-media response campaign”对应“hijacked media”）。
解析：题干问丰田案例作为例子的目的，答案句先给出观点“the company's response may not be sufficiently quick or thoughtful”，然后以丰田为例说明“alleviated some of the damage... with a relatively quick and well-orchestrated social-media response campaign”，即有效回应被劫持媒体。例子本身不是答案依据，前面的观点句“the company's response may not be sufficiently quick or thoughtful”和例子中的“alleviated damage”才是关键，选项A“responding effectively to hijacked media”正是对该观点的同义转述。选项B“说服顾客抵制产品”是消费者行为，非丰田行为；选项C“与支持性消费者合作”无中生有；选项D“利用被劫持媒体”偷换概念，丰田是回应而非利用。
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.
- D. Popularity of owned media.
答案：A
答案句：The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional “paid” media – such as television commercials and print advertisements – still play a major role, companies today can exploit many alternative forms of media. … The way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
参考译文：过去，营销成功的粗略指南是你付出什么就得到什么。现在不再是这样了。虽然传统的“付费”媒体——如电视广告和平面广告——仍然扮演重要角色，但今天的公司可以利用许多替代形式的媒体。……消费者现在做出购买决策的方式意味着营销的影响源于超越传统付费媒体的广泛因素。
定位线索：题干“Which of the following is the text mainly about?”对应首段主题句“companies today can exploit many alternative forms of media”和“marketing's impact stems from a broad range of factors beyond conventional paid media”；文中“alternative forms of media”和“beyond conventional paid media”对应选项A“Alternatives to conventional paid media”（“alternatives”对应“alternative forms”，“beyond conventional paid media”对应“alternatives to conventional paid media”）。
解析：题干问文章主旨，首段提出传统付费媒体不再是唯一方式，公司可利用多种替代媒体，末句总结“marketing's impact stems from a broad range of factors beyond conventional paid media”，全文围绕替代媒体展开，选项A“Alternatives to conventional paid media”准确概括。选项B“被劫持媒体和免费媒体之间的冲突”是第三段细节，范围缩小；选项C“被劫持媒体的主导地位”无中生有，原文未说主导；选项D“自有媒体的普及”是部分内容，不能概括全文。