Q11~Q14: TTGWD4-Q3 to Q6: Extensive research has shown that theeffects of short-term price promotions on sales are themselves short-term. Companies’ hopes that promotions might have apositive aftereffect have not been borne out（证实） forreasons that researchers have been able to identify. A price promotion entices only a brand’s long-termor “loyal” customers; people seldom buy an unfamiliar brand merely because theprice is reduced. They simply avoidpaying more than they have to when one of their customary brands is temporarilyavailable at a reduced price. A pricepromotion does not increase the number of long-term customers of a brand, as itattracts virtually no new customers in the first place. Nor do price promotionshave lingering（拖延的）aftereffectsfor a brand, even negative ones such as damage to a brand’s reputation orerosion of customer loyalty, as is often feared. Sowhy do companies spend so much on price promotions? Clearly price promotions are generally run ata loss, otherwise there would be more of them. And the bigger the increase in sales at promotion prices, the bigger theloss. While short-term price promotionscan have legitimate（合法的，正当的）uses, such as reducingexcess inventory, it is the recognizable increase in sales that is their mainattraction to management, which is therefore reluctant to abandon this strategydespite its effect on thebottom line. ----------------------------------------------------------------- Q13: The passage suggests that evidence for pricepromotions’ “effect on the bottom line” (line 40) is provided by A. the lack of lingering aftereffects fromprice promotions
B. the frequency with which pricepromotions occur C. price promotions’ inability to attract newcustomers D. price promotions’ recognizableeffect on sales E. the legitimate uses to which management canput price promotions ----------------------------------------------------------------- 看了文章后，我根本不知道effect on the bottom line指什么。这题该怎么做？文章相应部分应该怎么理解呢？
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发表于 2011-10-1 22:56:46
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