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 marketing management. For questions 18 —20, mark one letter(A, B, C, D)on your answer sheet for the
Read the article below about marketing management. For questions 18 —20, mark one letter(A, B, C, D)on your answer sheet for the
admin
2011-01-22
29
问题
Read the article below about marketing management.
For questions 18 —20, mark one letter(A, B, C, D)on your answer sheet for the answer you choose.
Marketing Management
Playboy’s principal distritution channel until 1979 was a network of approximately 450 nonproprietary retail outlets throughout the United States , many of which also sold other brands of men’s premium shoes. Playboy’s shoes were sold wholesale to retailers at approximately 50 percent of the suggested retail price. Price increases usually were announced in February or August. The company did not offer its retail accounts quantity discounts.
Because producing high-quality men’s dress shoes demanded highly skilled labor and specialized facilities, Playboy’s entire product life had been manufactured at the company’s facility in Lynn, Massachusetts, through our most of the company’s history. As consumer preferences changed and fashion became more important in men’s shoes during the 1970s, Playboy began contracting with outside manufacturers to produce casual shoes that matched Playboy’s quality and feature specifications yet could extend the brand’s franchise to a younger age group. Playboy’s executives labeled these styles " outside " shoes , while those manufactured at the Lynn plant were called" inside" shoes , in 1985, the average prices the retailer paid Playboy for pair of inside shoes was $ 52 and , for a pair of outside shoes, $ 34. Variable manufacturing costs per pair of inside shoes were $ 40. The average cost of a pair of outside shoes to Playboy was $ 28.
Playboy sold approximately 160 inside shoe styles and 56 styles made by outside manufacturers, Since there were 80 sizes to each style, Playboy’total SKUs numbered around 17, 280, and it carried an inventory in stock of over 64, 000 pairs , Both internal and external production schedules for each style were set in advance, based on sales projections. Playboy rarely did " makeup" (styles not included in its regular product line, manufactured to the specification of a retailer) for a particular retail account.
Each of Playboy’s 16 salespeople was assigned a geographic territory and was responsible for retailer sales and service with the area. Salespeople also were expected to perform" previews" at the beginning of fall and spring seasons as a method of increasing both consumer and trade sales, Previews consisted of a sales presentation at retail store, where the Playboy salesperson would display and explain the company’s entire line to store customers. During the preview, the customer was offered a price promotion of $ 10 off any pair of Playboy shoes. The retailer was responsible for absorbing the cost of the promotion, while the cost of advertising placed to stimulate retail traffic during the preview was shared between Playboy and the retailer. The Playboy salesperson would spend time with the retailer’s salespeople and customers describing the quality and comfort of Playboy shoes. Company management believed that consumers were likely to " trade up" to a higher-priced brand if they understood the features and benefits of premium shoes. The managers believed that retail salespeople often missed sales opportunities by assuming that casually dressed customers would not buy expensive high-quality shoes, and one of Playboy’s goals was to have retail salespeople try a pair of Playboy shoes on every customer. For some Playboy retail accounts, close to 30 percent of annual sales were made during the fall and spring previews.
Playboy management tracked the sales of every shoe style. If sales of a particular style slowed, management might elect to replace only the middle sizes, ensuring that Playboy would end up with the most popular sizes of a style before the style was terminated or " closed out" . Established retail accounts had the option of purchasing close-outs at a 30 percent: discount from the regular wholesale price. A list of close-outs was sent to retail accounts twice each year. Retailers would often try to sell these styles at full retail price to increase their unit margins, then mark them down, as necessary. Close-outs accounted for unit sales of 5, 500 to 6, 500 pairs of Playboy shoes per year.
Which of the flolwing is NOT true?
选项
A、customers paid a higher price for a pair of shoes during the " preview" .
B、The cost of advertising to excite retail trade during the " preview" wass paid for by both Playboy and the retailer.
C、Consumers would possibly buy premium shoes if they know their features and benefits.
D、The fall and spring previews benefit some Playboy retail accounts a lot.
答案
A
解析
" During the preview,the customer was offered a price promotion of $10 off any pair of Playboy shoes." 可看出客户不但不必支付高价,反而会有$ 10的折扣,故A错误。
转载请注明原文地址:https://kaotiyun.com/show/BBoO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthearticlebelowaboutsmallhigh-techfirms.Foreachquestion31—40,writeonewordinCAPITALLETTERSonyourAnswerSh
Readthearticlebelowaboutfoundationsofbusiness.ChoosethecorrectwordorphrasetofilleachgapfromA,B.C,orD.For
Readthearticlebelowaboutfoundationsofbusiness.ChoosethecorrectwordorphrasetofilleachgapfromA,B.C,orD.For
ReadthefollowingextractfromanarticleaboutantidumpingdutiesintheEU,andthequestionsfollowed.Foreachquestion15—
Readthistexttakenfromanarticleabouthowaneventplannerorganizestheeventsandmanagesdiverseindividualpersonalitie
LookatthestatementsbelowandatthefiveextractsfromanarticleaboutWebhostingprovider,itsresellerandoutsourcing.
Readthetextbelowaboutsupplychain.Inmostofthelines41—52thereisoneextraword.Itiseithergrammaticallyincorrect
Readthearticlebelowaboutdecisionrightsinacompany.ChoosethecorrectwordorphrasetofilleachgapfromA,B,C,orD
Readthearticlebelowaboutdecisionrightsinacompany.ChoosethecorrectwordorphrasetofilleachgapfromA,B,C,orD
随机试题
滤波器的作用是什么?主要特征有哪些?
如果未选定任何文本,用退格键只能删除插入点前面的字符。()
哪项急性风湿病变伴发心肌炎的几率最低
设定和实施行政处罚必须以事实为依据,与违法行为的()相当。
决定教育领导权的社会因素是()。
2017年全国举办马拉松赛事达1102场,其中,中国田径协会举办的A类赛事223场,B类赛事33场。2017年马拉松赛事的参与人次达到了498万人次,2016年、2015年马拉松赛事的参与人次分别为280万人次、150万人次
咨议局
下列关于唐代与中国交往密切的南部国家的分类,正确的一项是()。①林邑②真腊③骠国④波斯
考生文件夹下存在一个数据库文件“samp2.accdb”,里面已经设计好“tEmp”和“tGrp”两个关联表对象及表对象“tBmp”和“tTmp”。试按以下要求完成设计:创建一个查询,将表“tBmp”中“编号”字段值均在前面增加“05”两个字符,所建查
Thesedayswearesoaccustomedtotelegraphmessages(31)itishardforustoimaginetheexcitementthatwasfeltinthenine
最新回复
(
0
)