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2017年BEC中级浏览测验试题操练
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1 the failure of a company to set its prices appropriately
2 a context that makes it difficult to increase prices
3 the consequences of companies trying to conceal their approach to pricing
4 the means by which a company ensured precision in the prices it offered
5 the fact that companies can learn about the effects of a price reduction
6 the first sector to price products according to how much customers were prepared to spend
7 the widespread use of rough guidelines to determine prices
Getting the price right
A、
Chief executives need to pay more attention to pricing, according to Roberto Lippi of the Apex Group, a consultancy that offers advice on pricing strategy. He accepts that low inflation figures in many industrialised countries makes raising prices tough, but argues that this should not necessarily deter companies. He gives the example of the airlines, which, with their minimum stay requirements and massive premiums for flexibility, led the way in sorting customers into categories, based on their willingness to pay.
B、
The key to pricing is to avoid alienating customers. As Lippi points out, once a bad price has been established, it can be very difficult to turn the situation around. He gives the example of a consumer goods company that went bankrupt largely because it did not price its digital cameras properly. In contrast, he cites the case of a Swiss drug company that introduced software for every sales representative's laptop, enabling them to provide consistent and accurate price quotes. To help staff with this innovation, the company also created a new post of director of pricing strategy.
C、
Many of today's managers have the benefit of modern technology to help them with pricing. Supermarket chains, for example, can easily track customers' 'elasticity' - how their buying habits change in response to a price rise or a discount. But although a company can now measure this sort of thing in a more sophisticated way, following basic rules is still the most common way of setting prices. Most bosses still worry more about their costs than the prices they charge; one recent survey found that they spend as little as 2% of their time on pricing.
D、
One popular approach to pricing is illustrated by the car companies that charge extra for product add-ons such as electric windows, instead of offering them as part of the standard price. Although many customers are prepared to pay extra, Lippi recommends that companies make sure that price differences reflect real differences in the product, either in quality or in the extra service on offer. The worst approach is to try to keep the pricing structure secret from customers. Nowadays, that is more likely to lead to lost contracts than large profits.
这篇文章重要是对于订价(pricing)的。标题问题算是浏览第一局部里比拟费解的了。四个局局部别先容了影响订价的一些身分。
第一题，公司不公道订价。谜底是B段援用的一个例子：He gives the example of a consumer goods company that went bankrupt largely because it did not price its digital cameras properly.由于不对数码相机公道订价，以是一个花费品公司停业了。和第一题符合。
Consumer goods: goods such as food, clothing, etc. bought and used by individual customers花费品。
第二题，大情况使得跌价很坚苦。谜底是A段，有点不太较着，乃至能够或许须要点经济学根本：He accepts that low inflation figures in many industrialised countries makes raising prices tough, but argues that this should not necessarily deter companies。良多产业国度的低通货收缩率使得跌价变得坚苦。通货收缩率是权衡一国微观经济的主要目标，也便是这题所说的context。低通货收缩率，申明经济不太景气，跌价会很坚苦。
deter: to make sb decide not to do sth or continue doing sth障碍
eg: The price did not deter most customers
第三题，公司坦白订价战略的结果。谜底是D段的最初一句：The worst approach is to try to keep the pricing structure secret from customers. Nowadays, that is more likely to lead to lost contracts than large profits.最坏的体例是试图让订价布局对花费者失密。明天，它更有能够或许致使落空条约而不是大的利润。
第四题，一个公司确保订价精确的体例。谜底是B段的这么一句：a Swiss drug company that introduced software for every sales representative's laptop, enabling them to provide consistent and accurate price quotes。一个瑞士的医药公司为每位发卖代表的手提电脑引进了软件，确保他们供给延续精确的订价。这里的accurate对应于precision，引进的软件便是体例(means)。
第五题，公司领会贬价的结果。谜底在C段，可是不那末较着：Supermarket chains, for example, can easily track customers' 'elasticity' - how their buying habits change in response to a price rise or a discount.大的超市能够或许等闲追踪客户的弹性—他们的采办习气是若何对跌价或打折做出反映的。这个题须要懂得一个罕见的经济学术语：弹性。
elasticity ：the extent to which people want to buy more or less of a product or service when its price changes。
这个术语的观点根基符合第五题所说的。能够或许领会客户的需要弹性，也就领会了跌价或贬价的结果。
第六题，对产物订价重要的是按照客户所愿意付出的。谜底是A的最初一句：based on their willingness to pay.。集于他们的付出志愿。这里的based on对应于the first sector。
第七题，粗拙的订价原则的遍及利用。谜底在C段，有点费解：But although a company can now measure this sort of thing in a more sophisticated way, following basic rules is still the most common way of setting prices.固然公司能够或许用一种更庞杂的体例来权衡，遵照根基的法则依然是订价的最遍及的体例。BUT是个旌旗灯号。rough能够或许从背面对应于sophisticated,,the most common way对应于widespread use
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