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1、Part1人郵第四輯真題TEST3READINGPART11?????thefailureofacompanytosetitspricesappropriately2?????acontextthatmakesitdifficulttoincreaseprices3?????theconsequencesofcompaniestryingtoconcealtheirapproachtopricing4?????themeansbywhichacompanyensuredprecisioninthepricesi
2、toffered5?????thefactthatcompaniescanlearnabouttheeffectsofapricereduction6?????thefirstsectortopriceproductsaccordingtohowmuchcustomerswerepreparedtospend7?????thewidespreaduseofroughguidelinestodeterminepricesGettingthepricerightA、Chiefexecutivesneedtopaym
3、oreattentiontopricing,accordingtoRobertoLippioftheApexGroup,aconsultancythatoffersadviceonpricingstrategy.Heacceptsthatlowinflationfiguresinmanyindustrialisedcountriesmakesraisingpricestough,butarguesthatthisshouldnotnecessarilydetercompanies.Hegivestheexamp
4、leoftheairlines,which,withtheirminimumstayrequirementsandmassivepremiumsforflexibility,ledthewayinsortingcustomersintocategories,basedontheirwillingnesstopay.B、Thekeytopricingistoavoidalienatingcustomers.AsLippipointsout,onceabadpricehasbeenestablished,itcan
5、beverydifficulttoturnthesituationaround.Hegivestheexampleofaconsumergoodscompanythatwentbankruptlargelybecauseitdidnotpriceitsdigitalcamerasproperly.Incontrast,hecitesthecaseofaSwissdrugcompanythatintroducedsoftwareforeverysalesrepresentative'slaptop,enablin
6、gthemtoprovideconsistentandaccuratepricequotes.Tohelpstaffwiththisinnovation,thecompanyalsocreatedanewpostofdirectorofpricingstrategy.C、Manyoftoday'smanagershavethebenefitofmoderntechnologytohelpthemwithpricing.Supermarketchains,forexample,caneasilytrackcust
7、omers''elasticity'-howtheirbuyinghabitschangeinresponsetoapriceriseoradiscount.Butalthoughacompanycannowmeasurethissortofthinginamoresophisticatedway,followingbasicrulesisstillthemostcommonwayofsettingprices.Mostbossesstillworrymoreabouttheircoststhanthepric
8、estheycharge;onerecentsurveyfoundthattheyspendaslittleas2%oftheirtimeonpricing.D、Onepopularapproachtopricingisillustratedbythecarcompaniesthatchargeextraforproductadd-onssuchaselectricwindows,in
