OG-121 OG 给的解释让人很迷惑？

chwayne

121. Manufacturers sometimes discount the price of a product to retailers for a promotion period when the product is advertised to consumers. Such promotions often result in a dramatic increase in amount of product sold by the manufacturers to retailers. Nevertheless, the manufacturers could often make more profit by not holding the promotions.

Which of the following, if true, most strongly supports the claim above about the manufacturers’ profit?

OG 给的正确答案是(D) During such a promotion retailers tend to accumulate in their warehouses inventory bought at discount; they then sell much of it later at their regular price.

OG的解释：Choice D indicates that during promotions retailers buy much greater quantities of products at discounted prices than they in turn sell to consumers during those promotions. There is, then, much merchandise that retailers sell at their regular price on which the manufactures, however, do not realize normal profits. Since this loss of normal profits might outweigh the benefits of attracting new consumers during the promotion period, the manufacturers might be better off not holding the promotions. Choice D is, therefore, the best answer.

对OG的解释中的每句话都很理解，但不明白OG是怎么理解厂家（manufacturers），零售商(retailers)，消费者(consumers)三者之间的供货关系的。如果厂家根本就不直销，即不直接销售给消费者，而只对retailer 供货，选项D不能说明任何问题。大家帮我看看是不是这样。谢谢！！

vincent0330

most strongly supports the claim above about the manufacturers’ profit?

这是题目问的, 换句话说, 制造商平时的利润比促销时多......

那如何去support这句"制造商平时的利润比促销时多......"话,

就是(D)了(因为零售商在促销期买多了存货, 然后在平时卖)

也就是说, 零售商平时与促销的动作决定了制造商的利润.....

chwayne

谢谢狗狗。可我觉得不是这样的，因为OG的解释还提到：Since this loss of normal profits might outweigh the benefits of attracting new consumers during the promotion period，不考虑consumer因该得不出答案吧。

[此贴子已经被作者于2004-6-25 9:38:08编辑过]

vincent0330

我想要围绕主干: manufacturer的benefit, 而这benefit是对retailer的销售所产生的....

至于OG所说的

Since this loss of normal profits might outweigh the benefits of attracting new consumers during the promotion period

是指manufacturer在promotion(也就是attracting new consumers)时的loss和benefit的比较

chwayne

感谢狗狗。好像黄色highlight的那句话恰恰是主干吧－－profit减少的原因：Since this loss of normal profits might outweigh the benefits of attracting new consumers during the promotion period.

我又把原题和OG的解释读了一遍，我想是这样：promotion中由于new consumers而产生的profits，本来应该使得manufacturers的profits增长，但由于retailers在discount的情况下比没有promotions的时候多买了货，而这些多买的货在没有promotion的时候是要retailers付正常价格来买的，所以有promotion时在厂家对retailer的销售产生的profit比不做promotion有所减少。 厂家总的的profits的增长与否取决于两者的差值，即：上面那句黄色highlight的话。

这样可知，原题有一个假设：那些厂家既对retailers货，也对consumers供货，即也做直销。

fair_sword

同意楼上，但是原文有Manufacturers sometimes discount the price of a product to retailers for a promotion period when the product is advertised to consumers，所以偶觉得没有这个假设：

这样可知，原题有一个假设：那些厂家既对retailers货，也对consumers供货，即也做直销。

chwayne

苍天在上，终于有人理解我了，谢谢fair_sword。但据实际的市场运作来看，对consumers做广告，并不能说明一定是对consumers有直销啊。

meixiapeng

为什么一定要搞的这么复杂呢?我想既然他已经列出了生产者和零售商,就不会考虑厂商直接卖给顾客的情况.你没看到第二句话马?

我觉得之所以不必促销的原因是促销没带来真正的效应,是零售商在作梗,造成卖出很多的假象,也许根本就没多卖出去.而且,生产者收到的损失,他本应该在非促销时卖给零售商普通的价格,结果零售商拿到的促销价格在非促销时卖.所以不仅从总利润和毛利润来讲,生产者并没收到效益

irenelj78

首先肯定一点厂商肯定不会做直销的，因为，如果厂商做直销，那末零售商的销售成本必定比厂商要大，所以他们肯定竞争不过厂商，这样对零售商来说很不公平，所以没有零售商会为厂商零售了，所以，厂商就是生产产品，宣传产品，而真正销售的是零售商。----我现在在美国接触到一些零售商，所以这一点还是了解一点点的。

我又想了一下，觉得这道题目应该这样理解，不知道楼主意见如何：

在促销期间，零售商为了降低库存商品的成本（因为有discount），大量从厂商购进产品，站在厂商的一方面考虑：厂商希望零售商底价进多少就卖出去多少，从而达到促销的真正目的-----吸引客户。但是站在零售商这边考虑：既然进价这末便宜，如果日后等促销过后以正常价格卖出就可以获得更高的利润（much merchandise that retailers sell at their regular price），所以他们就不会全部卖出这些discount产品，而是留一部分在仓库里。但是，回到生产商这边：如果生产商知道他们留这些商品在仓库等日后高价（零售商的regular price）卖出（而不是以促销为目的卖出产品），他们就不会以discount price批发给零售商这些产品，而要按高价（厂商的regular  price）批发给零售商，所以厂商原本想促销的目的没有达到预期值，反而底价批发给了零售商大量产品，所以the manufactures, however, do not realize normal profits.我认为这就是这句话的意思。

用公式表示就是

Loss of normal profit=(normal wholesale price-discount whole sale price) * the number of product retailers did not sell at promotion price but accumulated in their warehouse

Benefits of attracting new consumers= discount price * quantity of customers during promotion period -normal price * quantity of normal customers

gonghao

up