[求助]GWD-4-5

sandy07627

 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.

Q5:

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

 

1. the lack of lingering aftereffects from price promotions
2. the frequency with which price promotions occur
3. price promotions’ inability to attract new customers
4. price promotions’ recognizable effect on sales
5. the legitimate uses to which management can put price promotions

Answer:  B

考古了以前的贴子，还是不大明白。

既然 effect on the bottom line 是在盈亏问题上的影响。但是我们已经知道了这个price promotion 一定是亏的啊。只是对减少库存有帮助而已啦。
那这里evidence 不就是去说明哪些evidence 可以证明为什么亏吗？

请哪位NN帮忙看看。谢谢啦。

dianecarton

什么能证明价格促销的最基本效用？就是经常见到价格促销。楼主理解的没问题。

sandy07627

以下是引用dianecarton在2008-8-23 2:36:00的发言：

什么能证明价格促销的最基本效用？就是经常见到价格促销。楼主理解的没问题。

我好笨啊，我就是不明白这点。文章里说啦，促销一定是赔钱的，最多能帮助降低库存而已。那个effect 不就是赔钱吗？

那经常促销就赔钱赔的越多呗。那我们找的不就是促销赔钱的evidence 吗？和促销的次数有什么关系啊？

sandy07627

顶一下，哪位NN教教我。

sandy07627

在顶顶，哪位教我一下。

sandy07627

刚刚朋友解释给我听了，我觉得有些道理。

文章里说了： Clearly price promotions are generally run at a loss, otherwise there would be more of them.

从这句话里就可以看出，因为promotion是亏钱的，所以cannot be more of them.  这里的more 就说明了frequency.