首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
• Read the article below about consumers’ attitudes to goods described as ’premium’. • Choose the best sentence from the opposit
• Read the article below about consumers’ attitudes to goods described as ’premium’. • Choose the best sentence from the opposit
admin
2010-01-28
90
问题
• Read the article below about consumers’ attitudes to goods described as ’premium’.
• Choose the best sentence from the opposite page to fill each of the gaps.
• For each gap (9-14), mark one letter (A-H) on your Answer Sheet.
• Do not use any letter more than once.
Shoppers wary of ’premium’ goods
One of the marketing industry’s favourite terms is ’premium’ - usually taken to mean ’luxury’ or ’top quality’. The ideal is to create a premium car, wristwatch or perfume - something that appears to transcend the ordinary. When they succeed, marketers are able to charge high prices for the resulting product.
However, manufacturers should take note of a recent survey of shoppers’ attitudes to so-called premium goods. (9) In fact, the tag seems to have become devalued by overuse.
Consumers of all socio-economic backgrounds are very keen to buy the best - but not all product categories lend themselves to a premium status. ’Premium’ can be used in any category where image is paramount, and that includes cars, toiletries, clothes and electronics. (10) Banking and insurance are typical of this second group.
More than 70 per cent of consumers interviewed in the survey said that a premium tag on everyday items such as coffee or soap is an excuse to charge extra for products that don’t always have extra benefits. (11) The prevalence of such a suspicious attitude makes life hard for the marketers.
While the word ’luxury’ had a clear and definable meaning among respondents - most related it to cars - ’premium’ was found to be harder to define. Oddly, the only category apart from cars where ’premium’ was understood to mean something specific was bread. (12) Several respondents said they would never pay much for a standard sliced loaf but on special occasions would happily pay double for something that qualifies as a treat.
Packaging was found to be an important factor in charging extra for premium products, with sophisticated design enabling toiletries, electronics or food items to sell for far more. Shoppers are willing to pay extra for something that has had thought put into its outward appearance. (13) Yet the knowledge has no impact on their choice.
The profit margin on premium-priced toiletries and beauty items can be as much as 300--400 per cent - and in excess of 500 per cent for hi-fi and other electronic goods. (14) In a crowded marketplace such as cars or mobiles, it’s far more difficult to achieve this transformation than you might think.
A The term is less effective, however, in areas where style and fashion play a smaller role.
B The product hidden behind this attractive exterior may be exactly the same as an item selling for half the price, and shoppers may be quite aware of this.
C The results suggest that the term ’premium’ means very little to consumers.
D A fifth of them went further, and dismissed the very word as simply a way of loading prices.
E It follows that price and utility are not the only factors in play when it comes to purchasing decisions.
F With such an incentive, the challenge for marketers is to find the triggers that can turn an ordinary product into something consumers will accept as premium.
G The survey found that consumers were prepared to pay top prices for speciality items, just as long as prices for everyday products remained low.
H When they succeed, marketers are able to charge high prices for the resulting product.
选项
答案
C
解析
转载请注明原文地址:https://kaotiyun.com/show/9aKd777K
本试题收录于:
BEC高级阅读题库BEC商务英语分类
0
BEC高级阅读
BEC商务英语
相关试题推荐
A、 B、 C、 A句子是询问打算申请哪家公司的Which疑问句。一定要注意听Whichcompanies。
Whattypeofservicedoesthecompanymostlikelyprovide?
Whatdoesthespeaker’scompanydo?
Whatdoesthespeaker’scompanydo?
WhatdoesthecompanyplantodoinChina?
Whatistheadvertisementmainlyabout?
Whatistheadvertisementmainlyabout?
Accordingtothespeaker,whatisthecompany’spriority?
Whatistheadvertisementmainlyabout?
随机试题
简述影响塔板效率的因素。
肝性脑病患者的饮食治疗不恰当的是
患者,男性,30岁。疑为急性阑尾炎,查体示腰大肌试验(+),提示()
某水利建筑安装工程的建筑工程单价计算中,直接工程费为Ⅰ,直接费为Ⅱ,间接费为Ⅲ,已知企业利润的费率为χ,则企业利润为()。
私募基金管理人有销售私募基金的,应当采取()等方式,对投资者的风险识别能力和风险承担能力进行评价。
一Hi,Johnson,anyideawhereSusanis!—It’sclasstime,soshe_________intheclassroomnow.
[*]由xex=x(1+x+0(x))=x+x2+0(x2),In(1+x)=,得x→0时,xex—In(1+x)~,故.
在E-R图中,用来表示实体的图形是
Mostcareersorganizationshighlightthreestagesforgraduatestofollowintheprocessofsecuringasuitablecareer..recogni
Itisurgentthatimmediatemeasures______tostopthesituation.
最新回复
(
0
)