第頁共頁2023中級商務(wù)英語閱讀匹配訓(xùn)練題2023中級商務(wù)英語閱讀匹配訓(xùn)練題1thefailureofapanytosetitspricesappropriately2acontextthatmakesitdifficulttoincreaseprices3theconsequencesofpaniestryingtoconcealtheirapproachtopricing4themeansbywhichapanyensuredprecisioninthepricesitoffered5thefactthatpaniescanlearnabouttheeffectsofapricereduction7thewidespreaduseofroughguidelinestodeterminepricesGettingthepricerightA、Chiefexecutivesneedtopaymoreattentiontopricing,accordingtoRobertoLippioftheApexGroup,aconsultancythatoffersadviceonpricingstrategy.Heacceptsthatlowinflationfiguresinmanyindustrialisedcountriesmakesraisingpricestough,butarguesthatthisshouldnotnecessarilydeterpanies.Hegivestheexleoftheairlines,which,withtheirminimumstayrequirementsandmassivepremiumsforflexibility,ledthewayinsortingcustomersintocategories,basedontheirwillingnesstopay.B、Thekeytopricingistoavoidalienatingcustomers.AsLippipointsout,onceabadpricehasbeenestablished,itcanbeverydifficulttoturnthesituationaround.Hegivestheexleofaconsumergoodspanythatwentbankruptlargelybecauseitdidnotpriceitsdigitalcamerasproperly.Incontrast,hecitesthecaseofaSwissdrugpanythatintroducedsoftwareforeverysalesrepresentative'slaptop,enablingthemtoprovideconsistentandaccuratepricees.Tohelpstaffwiththisinnovation,thepanyalsocreatedanewpostofdirectorofpricingstrategy.C、D、這篇文章主要是關(guān)于定價(jià)(pricing)的。題目算是閱讀第一局部里比擬隱晦的了。四個(gè)局部分別介紹了影響定價(jià)的一些因素。第一題，公司沒有合理定價(jià)。答案是B段引用的一個(gè)例子：Hegivestheexleofaconsumergoodspanythatwentbankruptlargelybecauseitdidnotpriceitsdigitalcamerasproperly.因?yàn)闆]有對數(shù)碼相機(jī)合理定價(jià)，所以一個(gè)消費(fèi)品公司破產(chǎn)了。和第一題吻合。Consumergoods:goodssuchasfood,clothing,etc.boughtandusedbyindividualcustomers消費(fèi)品。第二題，大環(huán)境使得漲價(jià)很困難。答案是A段，有點(diǎn)不太明顯，甚至可能需要點(diǎn)經(jīng)濟(jì)學(xué)根底：Heacceptsthatlowinflationfiguresinmanyindustrialisedcountriesmakesraisingpricestough,butarguesthatthisshouldnotnecessarilydeterpanies。很多工業(yè)國家的低通貨膨脹率使得漲價(jià)變得困難。通貨膨脹率是衡量一國宏觀經(jīng)濟(jì)的重要指標(biāo)，也就是這題所說的context。低通貨膨脹率，說明經(jīng)濟(jì)不太景氣，漲價(jià)會(huì)很困難。deter:tomakesbdecidenottodosthorcontinuedoingsth阻礙eg:Thepricedidnotdetermostcustomers第三題，公司隱瞞定價(jià)策略的后果。答案是D段的最后一句：Theworstapproachistotrytokeepthepricingstructuresecretfromcustomers.Nowadays,thatismorelikelytoleadtolostcontractsthanlargeprofits.最壞的方法是試圖讓定價(jià)構(gòu)造對消費(fèi)者保密。今天，它更有可能導(dǎo)致失去合同而不是大的利潤。第四題，一個(gè)公司確保定價(jià)準(zhǔn)確的方式。答案是B段的這么一句：aSwissdrugpanythatintroducedsoftwareforeverysalesrepresentative'slaptop,enablingthemtoprovideconsistentandaccuratepricees。一個(gè)瑞士的醫(yī)藥公司為每一位銷售代表的手提電腦引進(jìn)了軟件，確保他們提供持續(xù)準(zhǔn)確的定價(jià)。這里的accurate對應(yīng)于precision，引進(jìn)的軟件就是方式(means)。第五題，公司理解降價(jià)的后果。答案在C段，但是不那么明顯：Supermarketchains,forexle,caneasilytrackcustomers''elasticity'-howtheirbuyinghabitschangeinresponsetoapriceriseoradiscount.大的超市可以輕易追蹤客戶的彈性他們的.購置習(xí)慣是如何對漲價(jià)或打折做出反響的。這個(gè)題需要理解一個(gè)常見的經(jīng)濟(jì)學(xué)術(shù)語：彈性。elasticity：theextenttowhichpeoplewanttobuymoreorlessofaproductorservicewhenitspricechanges。這個(gè)術(shù)語的概念根本吻合第五題所說的?？梢岳斫饪蛻舻男枨髲椥?，也就理解了漲價(jià)或者降價(jià)的效果。第六題，對產(chǎn)品定價(jià)首要的是根據(jù)客戶所愿意支付的。答案是A的最后一句：basedontheirwillingnesstopay.。集于他們的支付意愿。這里的basedon對應(yīng)于thefirstsector。第七題，粗糙的定價(jià)準(zhǔn)那么的廣泛應(yīng)用。答案在C段，有點(diǎn)隱晦：Butalthoughapanycannowmeasurethissortofthinginamoresophisticatedway