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  3. Amazon said it will cut prices on a range of popular goods as it completes its acquisition of Whole Foods, sending shares of riv

Amazon said it will cut prices on a range of popular goods as it completes its acquisition of Whole Foods, sending shares of riv

admin2018-03-26  42
问题    Amazon said it will cut prices on a range of popular goods as it completes its acquisition of Whole Foods, sending shares of rival grocers tumbling(跌倒，暴跌)on fears that brutal market share battles will intensify.
   Amazon’s $ 13. 7 billion purchase of Whole Foods, which will be completed on Monday, has been hanging over a brick-and-mortar(有实体的)retail sector unsure of how to respond to the world’s biggest online retailer. Shares of Kroger, the biggest United States supermarket operator, closed down 8 percent, while Wal-Mart, the biggest US food seller, closed down 2 percent.
   Amazon said it will start selling Whole Foods brand products on its website, a move that sent down shares of packaged food sellers, including Kellogg. Amazon also said members of its $ 99-per-year Prime shopping club would eventually be rolled into Whole Foods’ customer rewards program and be eligible for special offers and discounts. " There was never any doubt that Amazon would lower prices, and even offer further discounts in-store to Prime members," said Baird Equity Research analyst Colin Sebastian.
   Starting on Monday, Amazon will cut prices on organic grocery staples such as bananas, avocados, brown eggs, farmed salmon and tilapia, baby kale and lettuce, some apples, butter, and other products. Lowering prices could stem defections by price-sensitive Whole Foods shoppers and help the grocer shed its "Whole Paycheck" reputation for high prices that are generally 15 to 25 percent above rivals. It could also bring in new consumers who can then be urged to shop for food and other products online.
   The planned price cuts would have been a tough sell to Whole Foods’ investors, who had grown used to fat profits from the upscale chain, but are more in line with Amazon’s broader strategy of sacrificing short-term profit for long-term market dominance. Amazon’s willingness to take lower profit margins ups the ante(赌注)in the increasingly costly grocery price war.
   Adding Whole Foods benefits should help Amazon attract more shoppers to its successful Prime scheme, which features two-day shipping for eligible purchases and unlimited streaming of movies and TV shows. Amazon has more than 60 million Prime members, according to analyst estimates. Whole Foods has rolled out a loyalty program at its smaller, lower-priced 365 by Whole Foods chain, which offers members 10 percent off more than 100 items in the stores. The program is still being tested in the main Whole Foods chain.
   Beyond that, some Whole Foods stores will get Amazon Lockers, where customers can receive online orders and make returns. John Mackey will remain chief executive of Whole Foods and the company will operate as a subsidiary and continue to be headquartered in Austin, Texas, the companies said on Thursday.
Except for cutting prices, what else marketing program will Amazon introduce?
选项 A、Seasonal discounts.
B、Well-rounded member benefits.
C、Improved customer services.
D、Shorter period of shipping.
答案B
解析 事实细节题。本题考查亚马逊对全食超市收购后销售策略调整的相关信息。文章从第三段开始直至文末都在介绍亚马逊收购全食超市后进行的策略调整。其中包括降价政策，除此以外，第三段第二句提到，亚马逊的每年99美元尊享购物俱乐部会员将会被纳入全食超市的顾客回馈体系，可以享受到特殊货品和折扣；第六段第一句也指出，尊享会员可以享有购物两天发货以及观赏媒体节目等福利。可见，除了降价以外，亚马逊的销售策略是以提供会员福利为主的，故答案为B)。A)“季节性打折”，虽然原文第三段提到了打折，但这主要是针对会员的，并非季节性打折，故排除；C)“改善的顾客服务”是对定位句的曲解，这些服务和优惠都是针对会员的，并非一般客户，故排除；D)“更短的送货期”，原文第六段第一句虽然提到了会员有两日内发货的特权，但是并没有从整体上说送货期是否会缩短，故排除。
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