閱讀材料：
Many consumers ignore commercial advertisements. In response, advertising companies have started using a new tactic, calling “buzzing.” The advertisers hire people – buzzers – who personally promote (buzz) products to people they know or meet. The key part is that the buzzers do not reveal that they are being paid to promote anything. They behave as though they were just spontaneously praising a product during normal conversation. Buzzing has generated a lot of controversy, and many critics would like to see it banned.
很多消費者都無視商業(yè)廣告。為了應(yīng)對這種情況，廣告公司開始采取一種名為“托兒”的新策略。廣告公司雇傭托兒，讓他們向他們認(rèn)識的或者遇見的人推薦產(chǎn)品。這種策略的關(guān)鍵是托兒是會隱藏他們受雇傭來推薦產(chǎn)品這一事實的。他們表現(xiàn)出他們只是在日常的交流中無意地推薦某種產(chǎn)品。這種營銷方式引來了很多爭議，而許多批評家希望能夠禁止這種方式。
First, the critics complain that consumers should know whether a person praising a product is being paid to praise the product. Knowing this makes a big difference: we expect the truth from people who we believe do not have any motive for misleading us. But with buzzing what you hear is just paid advertising, which may well give a person incorrect information about the buzzed product.
首先，批評家認(rèn)為消費者有權(quán)利知道向他推薦產(chǎn)品的人是否是有報酬的。知道真相是很重要的。我們預(yù)期真相的來源是那些我們相信他不會為任何原因誤導(dǎo)我們的人。但是你從托兒口里聽到的宣傳是付費的廣告，而這些宣傳可能會給人提供錯誤的消息。
Second, since buzzers pretend they are just private individuals, consumers listen to their endorsement less critically than they should. With advertisements in print or on TV, the consumer is on guard for questionable claims or empty descriptions such as “new and improved.” But when consumers do not know they are being lobbied, they may accept claims they would otherwise be suspicious of. This may suit the manufacturers, but it could really harm consumers.
第二，鑒于托兒假裝他們只是個人，消費者聽到他們推薦的時候就不會像平常那樣有辨別力了。對于印刷品或者電視上的廣告，消費者會提防里面令人生疑的說法和諸如“新款、升級”之類的空洞描述。但是當(dāng)消費者不知道他們是被人游說的，他們可能會接受本來他們不會相信的說法。這樣可能滿足了制造商的需求，但是卻會對消費者帶來傷害。
And worst of all is the harmful effect that buzzing is likely to have on social relationships. Once we become aware that people we meet socially may be buzzers with a hidden agenda, we will become less trustful of people in general. So, buzzing will result in the spread of mistrust and the expectation of dishonesty.
而糟糕的是這種口碑營銷的方式會破壞社會關(guān)系。一旦我們知道了我們在社交中遇到的人是有這隱秘目的的托兒，我們會不在那么信任別人的。所以，口碑營銷對導(dǎo)致不信任和不忠誠的蔓延。
閱讀部分需要提取的觀點是：
- Main point: 口碑營銷的方法問題種種，批評家希望取締。
- Sub point 1: 口碑營銷可能會提供錯誤的信息
- Sub point 2: 消費者容易信任口碑營銷
- Sub point 3: 口碑營銷可能會破壞社會關(guān)系
聽力材料：
Hi, my name is Bill. I was talking your professor in the subway about the greatest phone service I used. And it turned out we both interested in marketing, so he asked me to talk to the marketing class. You see I am a buzzer, part time you know. During the day, I am a student just like you. Now I had read that piece of tacking buzzing, it is really misleading. How it described buzzing leads out a lot and gives the wrong impression
大家好，我是比爾。我剛才在地鐵上跟你們教授談?wù)撐矣眠^的好的電話服務(wù)，然后他讓我來市場營銷課堂上講一講。大家知道我是一個兼職托兒。在白天我跟你們一樣是個學(xué)生。我看到了這個關(guān)于口碑營銷的偏見的文章，這是一種誤導(dǎo)。里面對于口碑營銷的描述是錯誤的。
First, it makes a sound that buzzing do not tell the truth about the products they are buzzing. That is not true. How buzzing work is this：companies find people who use the product and who really think the product is good. So, buzzing is not like ordinary advertisement when an actress is paid to read some lines. Yes, I get pay for telling what I think, but you get the truth from buzzers. I really do think my phone service is great. That is why the company hired me
Many consumers ignore commercial advertisements. In response, advertising companies have started using a new tactic, calling “buzzing.” The advertisers hire people – buzzers – who personally promote (buzz) products to people they know or meet. The key part is that the buzzers do not reveal that they are being paid to promote anything. They behave as though they were just spontaneously praising a product during normal conversation. Buzzing has generated a lot of controversy, and many critics would like to see it banned.
很多消費者都無視商業(yè)廣告。為了應(yīng)對這種情況，廣告公司開始采取一種名為“托兒”的新策略。廣告公司雇傭托兒，讓他們向他們認(rèn)識的或者遇見的人推薦產(chǎn)品。這種策略的關(guān)鍵是托兒是會隱藏他們受雇傭來推薦產(chǎn)品這一事實的。他們表現(xiàn)出他們只是在日常的交流中無意地推薦某種產(chǎn)品。這種營銷方式引來了很多爭議，而許多批評家希望能夠禁止這種方式。
First, the critics complain that consumers should know whether a person praising a product is being paid to praise the product. Knowing this makes a big difference: we expect the truth from people who we believe do not have any motive for misleading us. But with buzzing what you hear is just paid advertising, which may well give a person incorrect information about the buzzed product.
首先，批評家認(rèn)為消費者有權(quán)利知道向他推薦產(chǎn)品的人是否是有報酬的。知道真相是很重要的。我們預(yù)期真相的來源是那些我們相信他不會為任何原因誤導(dǎo)我們的人。但是你從托兒口里聽到的宣傳是付費的廣告，而這些宣傳可能會給人提供錯誤的消息。
Second, since buzzers pretend they are just private individuals, consumers listen to their endorsement less critically than they should. With advertisements in print or on TV, the consumer is on guard for questionable claims or empty descriptions such as “new and improved.” But when consumers do not know they are being lobbied, they may accept claims they would otherwise be suspicious of. This may suit the manufacturers, but it could really harm consumers.
第二，鑒于托兒假裝他們只是個人，消費者聽到他們推薦的時候就不會像平常那樣有辨別力了。對于印刷品或者電視上的廣告，消費者會提防里面令人生疑的說法和諸如“新款、升級”之類的空洞描述。但是當(dāng)消費者不知道他們是被人游說的，他們可能會接受本來他們不會相信的說法。這樣可能滿足了制造商的需求，但是卻會對消費者帶來傷害。
And worst of all is the harmful effect that buzzing is likely to have on social relationships. Once we become aware that people we meet socially may be buzzers with a hidden agenda, we will become less trustful of people in general. So, buzzing will result in the spread of mistrust and the expectation of dishonesty.
而糟糕的是這種口碑營銷的方式會破壞社會關(guān)系。一旦我們知道了我們在社交中遇到的人是有這隱秘目的的托兒，我們會不在那么信任別人的。所以，口碑營銷對導(dǎo)致不信任和不忠誠的蔓延。
閱讀部分需要提取的觀點是：
- Main point: 口碑營銷的方法問題種種，批評家希望取締。
- Sub point 1: 口碑營銷可能會提供錯誤的信息
- Sub point 2: 消費者容易信任口碑營銷
- Sub point 3: 口碑營銷可能會破壞社會關(guān)系
聽力材料：
Hi, my name is Bill. I was talking your professor in the subway about the greatest phone service I used. And it turned out we both interested in marketing, so he asked me to talk to the marketing class. You see I am a buzzer, part time you know. During the day, I am a student just like you. Now I had read that piece of tacking buzzing, it is really misleading. How it described buzzing leads out a lot and gives the wrong impression
大家好，我是比爾。我剛才在地鐵上跟你們教授談?wù)撐矣眠^的好的電話服務(wù)，然后他讓我來市場營銷課堂上講一講。大家知道我是一個兼職托兒。在白天我跟你們一樣是個學(xué)生。我看到了這個關(guān)于口碑營銷的偏見的文章，這是一種誤導(dǎo)。里面對于口碑營銷的描述是錯誤的。
First, it makes a sound that buzzing do not tell the truth about the products they are buzzing. That is not true. How buzzing work is this：companies find people who use the product and who really think the product is good. So, buzzing is not like ordinary advertisement when an actress is paid to read some lines. Yes, I get pay for telling what I think, but you get the truth from buzzers. I really do think my phone service is great. That is why the company hired me