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
84
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?
Whatistheadvertisementmainlyabout?
Whatistheadvertisementmainlyabout?
Whatistheadvertisementmainlyabout?
Whattypeofbusinessisbeingdescribed?
Inthispart,theinterlocutorasksquestionstoeachofthecandidatesinturn.Youhavetogiveinformationaboutyourselfand
(Thecandidatechoosesonetopicandspeaksaboutitforoneminute.)A.MarketResearch:theimportanceofdoingmarketresearc
Iscapitalmarketimportantornot?Why?Canyougiveexplanationaboutit?
随机试题
服饰的人文文化标志包括()
文学风格与言语组织的关系是什么?
中医诊断的原则包括
左颈总动脉起于
当一张磁盘上或一盘磁带上存有保管期限不同的会计信息时,应按()的要求保管。
根据以下资料。回答下列问题。2011年来华留学生(不含港、澳、台地区,下同)总人数比上年增长27521名,同比增幅为10.38%,,其中自费生总人数266924名,比上年增长24224名,其他均为中国政府奖学金生,共计25687名。若2011年来华
洋务教育时期,中国近代第一批留学生留学的国家是()
(2012上项管)某单位甲建设数据中心管理系统,与乙公司签定了单价建设合同,与丙公司签定了监理合同。建设合同中规定:系统提供的网络带宽不低于2Mbps,操作响应时间不超过5秒,可支持的最大并发用户数不少于5000个。乙公司项目经理张某根据项目要求
zuerst,dann,lernen,Deutsch,ChenJin,und,Elektronik,studieren,er
Moreandmoreoftheworld’spopulationarelivingintownsorcities.Thespeedatwhichcitiesaregrowinginthelessdevelop
最新回复
(
0
)