課文內(nèi)容

Vocabulary:?shopping 詞匯: 購物

Social media is changing everything in trade. Even?reserved?Britons are losing their traditional aversion to?making a scene,?and using social media to complain about bad service provided by businesses.

That's what a survey by the Institute of Customer Service suggests. They analysed data from 200 organisations, including banks,?utility companies?and?retailers?and have concluded that customers now expect 'dialogue, not monologue' from companies.

If a?shop assistant?was rude and the price a?rip-off, the unhappy customer - especially the young one - will take to microblog sites to?slag off?that company.

The trend has increased over the last few years. Thomas Brown, of the Chartered Institute of Marketing, observed in an interview that big companies had previously enjoyed a "controlled" conversation with customers via?advertising?- and for a long time, unhappy customers could only express themselves through letters or calling a?customer relations?team. But with the internet, it's?a whole new ballgame: which company can control online chat?

Brown continues: "Now there's a risk that you could have a?groundswell?of customers talking to each other and, from the?brand's perspective, it can?get out of hand?very quickly."

Brown warns that there's a concern by businesses about the time and resources it takes them to properly manage social media. Big organisations which aren't monitoring it 24 hours a day could log off at the end of the trade day, only to log in the next morning to find that?momentum has gathered?behind a certain issue.

But it's not all?doom and gloom?for businesses in this new era of intense connectivity. The old?word of mouth?recommendation has a new platform too. Perhaps it's more true today than ever before: a satisfied customer is a company's best?advert.

詞匯表

reserved 矜持的，內(nèi)斂的

to make a scene （當(dāng)眾）吵鬧，出洋相

utility companies 公共事業(yè)公司（水、電、煤氣公司等）

retailers 零售商

shop assistant 店員，售貨員

rip-off 宰人的價格

to slag off 強烈地批評，詆毀

advertising 做廣告

customer relations 客戶關(guān)系

a whole new ballgame 完全不同以往的局面

groundswell （群情）高漲

brand 品牌

to get out of hand 失控，難以控制

to gather momentum 聚集勁頭、力量

doom and gloom 前景暗淡

word of mouth 口碑

advert （口語）廣告

測驗與練習(xí)

1. 閱讀課文并回答問題。

1. What action don't British people like to take?
2. What are customers expecting from businesses now?
3. What sort of thing makes people criticise a retailer on social media?
4. True or False? Businesses welcome 24 hours of social media activity.
5. Which expressions do you use for switching off your computer?

2. 請你在不參考課文的情況下完成下列練習(xí)。選擇一個意思合適的單詞填入句子的空格處。

1. Professor Warren's class is boring. He starts his __________ as soon as he comes in and students sit quiet and struggle not to fall asleep.

dialogue?????????????????????? monologue???????????????????? chat????????????? ???????? complaint

2. If you invite the whole school to the party, things might __________. How can you control dozens of people?

be doom and gloom?????? make a scene?????? ?? gather momentum??? ??????get out of hand

3. I wouldn't have lunch in that restaurant if I were you. The food is tasteless and the prices are __________.

a rip-off???????????????????????????? slag off???????????????????? an advert???????????????? a complaint

4. If you want to work in retail, the first rule is not to be __________ to the customers!

unhappy???????? ?? ?????? satisfied???????????????????????????? a monologue? ? ??????? ??????rude

5. Mary's new television was a bargain. She was lucky to find a set from a good brand on sale.

brand?????????????????????????? advert???????????????? word of mouth?????????????????? advertising? ? ?

答案

1. 閱讀課文并回答問題。

1. What action don't British people like to take?
They don't like to complain, especially in public - they don't like to make a scene.

2. What are customers expecting from businesses now?
A survey by the Institute of Customer Service says they expect a dialogue, not a monologue.

3. What sort of thing makes people criticise a retailer on social media?
Rude treatment by shop assistants and prices which are unjustifiably too high.

4. True or False??Businesses welcome 24 hours of social media activity.
False. According to Thomas Brown, of the Chartered Institute of Marketing, it makes companies concerned about monitoring constantly criticism.

5. Which expressions do you use for switching off your computer?
Logging off.

2. 請你在不參考課文的情況下完成下列練習(xí)。選擇一個意思合適的單詞填入句子的空格處。

1. Professor Warren's class is boring. He starts his?monologue?as soon as he comes in and students sit quiet and struggle not to fall asleep.

2. If you invite the whole school to the party, things might?get out of hand. How can you control dozens of people.

3. I wouldn't have lunch in that restaurant if I were you. The food is tasteless and the prices are?a rip-off.

4. If you want to work in retail, the first rule is not to be?rude?to the customers!

5. Mary's new television was a bargain. She was lucky to find a set from a good?brand?on sale.?