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Q3 to Q6: Extensive research has shown that the effects of short-term price promotions on sales are themselves Line short-term. Companies’ hopes that (5) 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 (10) 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 (15) their customary brands is temporar- ily available at a reduced price. A price promotion does not increase the number of long-term customers of a brand, as it attracts virtually (20) no new customers in the first place. Nor do price promotions have linger- ing aftereffects for a brand, even negative ones such as damage to a brand’s reputation or erosion of (25) 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 (30) 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 (35) reducing excess inventory, it is the recognizable increase in sales that is their main attraction to manage- ment, which is therefore reluctant to abandon this strategy despite its effect on the bottom line. -------------------------------------------------------------------------------- Q3:
The primary purpose of the passage is to - compare the arguments in favor of a certain strategy with those against it
- attack a certain strategy by enumerating its negative consequences
- justify the use of a certain strategy in light of certain criticisms that have been made against it
- advocate a particular strategy by arguing against an alternative
- explain the effects of a certain strategy and the primary motivations for adopting it
Answer: -------------------------------------------------------------------------------- Q4:
According to the passage, which of the following is the reason why short-term price promotions do not attract new long-term customers to a brand? - Short-term price promotions do not produce an increase in sales.
- Customers come to regard the promotional price as the fair price and the regular price as excessive.
- Most customers select among competing products largely on the basis of price and very few are loyal to any particular brand.
- Customers who have not previously bought the promoted brand are almost never persuaded to do so by the short-term price promotions.
- Any customers that a brand gains by means of a short-term price promotion are liable to be lost when a competing brand has a similar promotion.
Answer: -------------------------------------------------------------------------------- Q5: The passage suggests that evidence for price promotions’ “effect on the bottom line” (line 40) is provided by
- the lack of lingering aftereffects from price promotions
- the frequency with which price promotions occur
- price promotions’ inability to attract new customers
- price promotions’ recognizable effect on sales
- the legitimate uses to which management can put price promotions
Answer: -------------------------------------------------------------------------------- Q6:
It can be inferred from the passage that if a company ceased to run short-term price promotions for a particular product, an effect of this change would be to - reduce excess inventory of the product
- lose some of the product’s long-term customers
- reduce the product’s overall sales
- inhibit growth in the number of the product’s customers
- threaten the product’s profitability
这里想请教大家第5题的思路,这里的bottom line是指不盈不亏么?怎么理解题干?
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发表于 2006-7-12 11:00:00
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