TTGWD4-5

Extensive research has shown that the effects of short-term price promotions on sales are themselves short-term.  Companies’ hopes that promotions might have a positive aftereffect have not been borne out for reasons that researchers have been able to identify.  A price promotion entices only a brand’s long-term or “loyal” customers; people seldom buy an unfamiliar brand merely because the price is reduced.  They simply avoid paying more than they have to when one of their customary brands is temporarily available at a reduced price.  A price promotion does not increase the number of long-term customers of a brand, as it attracts virtually no new customers in the first place. Nor do price promotions have lingering aftereffects for a brand, even negative ones such as damage to a brand’s reputation or erosion of customer loyalty, as is often feared.

       So why do companies spend so much on price promotions?  Clearly price promotions are generally run at a loss, otherwise there would be more of them.  And the bigger the increase in sales at promotion prices, the bigger the loss.  While short-term price promotions can have legitimate uses, such as reducing excess inventory, it is the recognizable increase in sales that is their main attraction to management, which is therefore reluctant to abandon this strategy despite its effect on the bottom line.

答案是B， 但我觉得C更好，但是C选项定位于第一段，B的信息在第二有所体现，是不是根据就近原则选B呢？

B.       the frequency with which price promotions occur

C.      price promotions’ inability to attract new customers

D.      price promotions’ recognizable effect on sales

E.       the legitimate uses to which management can put price promotions

文章最后一句话没懂，请牛人帮忙看看，谢谢

终于想明白了，Clearly，price promotions are generally run at a loss, otherwise there would
   be more of them，这个them指代promotions.这就是frequency的定位！

题目是问，能证明降价对收入影响（bottome line应该指财务上面的盈利水平，这里影响是不好的所以是despite）的证据，就是促销本应该做的more of them (promotions)

这道题我刚开始也选错了，后来想了一想应该是选B，大家都没有仔细看题目问的是什么，想当然的就去选择答案了，结果所问非所答

题目问的是

evidence for price promotions’ “effect on the bottom line” (line 40) is provided by

也就是说并不是让你去解释“effect on the bottom line”具体指什么，而是让你找出“effect on the bottom line”存在的依据evidence是什么

定位（which is therefore reluctant to abandon this strategy despite its effect on the bottom line.），这句话的意思是尽管price promotion的效果只能算是一个底线（差到勉强可以容忍），但是管理仍然不愿放弃这种策略。

“effect on the bottom line”的意思是最起码的底线，也就是能容忍的最低效果（如果理解的不清楚请看这里http://www.chinadaily.com.cn/language_tips/2007-03/05/content_820039.htm）

所以应该是选B ，the frequency with which price promotions occur，尽管price promotion有诸多弊病，但是还是被商家经常使用，这就证明了“effect on the bottom line”，回答了问题中的evidence is provided by。

这题我也错了，不是很理解。希望NN能进来解答一下困惑。

我也错了，不是很理解最后一句话，希望哪位NN可以给解释下哈

 While short-term price promotions can have legitimate uses, such as reducing excess inventory, it is the recognizable increase in sales that is their main attraction to management, which is therefore reluctant to abandon this strategy despite its effect on the bottom line.

这句话不应该只看最后黄线划出的部分

是想说虽然上文说了很多用PRICE PROMOTION导致诸多不好的因素，但是还是会被使用，是因为对于经理层的人来说，这样做可以处理掉过多的存货，导致显著的业绩，即使他们知道这条政策只是达到业绩的最低限，但是从管理层的角度，他们还是更愿意去用它，所以这条政策还是经常会被使用。

有沒有人能分析一下這題呢 我想了很久也是覺得C才是正確答案

因為題目問的是price promotion的不好的effect on the bottom line的證據不是嗎

我也错了，完全不知道为什么是B？

有人能解释一下吗？

顶！

顶！

我觉得这题选A，关键是要理解公司的bottom line. 公司是希望通过促销吸引新顾客、retain 老顾客，但是公司的底线是什么呢？就是用促销来试水，看看有否效果。文中第二句明确说了这个bottom line.

Companies’ hopes that promotions might have a positive aftereffect have not been borne out for reasons that researchers have been able to identify. 

可是试水证明此方案无效，公司却在不愿放弃这个方案。所以选A. 可以通过带入原句的方式验证。

The company is relunctant to abandon this trategy despite the company is relunctant to abandon this trategy despite the lack of lingering aftereffects from price promotions.

B选项好像无关呢。带入原句就成了the company is relunctant to abandon this trategy despite its frequncy with which price promotions occur. 句子逻辑形成不了despite的关系。

C选项错在attract new customer只是aftereffect的一个部分。其他还有retain 老顾客 etc...

前文提过的缺陷主要就2句：

 A price promotion does not increase the number of long-term customers of a brand, as it attracts virtually no new customers in the first place.

 Nor do price promotions have lingering aftereffects for a brand, even negative ones such as damage to a brand’s reputation or erosion of customer loyalty, as is often feared.

它最大的缺陷自然是它的bottom line……

那答案只能是C

楼上的解释是错误的，attract new customer并非aftereffect的一个部分，仔细读文章。一共就这2句话。

 Nor do price promotions have lingering aftereffects for a brand, even negative ones such as damage to a brand’s reputation or erosion of customer loyalty, as is often feared.

它最大的缺陷自然是它的bottom line……

那答案只能是C

楼上的解释是错误的，attract new customer并非aftereffect的一个部分，仔细读文章。一共就这2句话。