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  3. Every product on the market has a variety of costs built into it before it is ever put up for sale to a customer. There are cost

Every product on the market has a variety of costs built into it before it is ever put up for sale to a customer. There are cost

admin2012-03-21  41
问题     Every product on the market has a variety of costs built into it before it is ever put up for sale to a customer. There are costs of production, transportation, storage,advertising, and more. Each of these costs must bring in some profit at each stage: truckers must profit from transporting products, or they would not be in business. Thus, costs also include several layers of profits. The selling price of a product must take all of these costs(and built-in profits) into consideration. The selling price itself consists of a markup over the total of all costs, and it is normally based on a percentage of the total cost.
    The markup may be quite high 90 percent of cost or it may be low. Grocery items in a supermarket usually have a low markup, while mink coast have a very high one. High markups, however, do not in themselves guarantee big profits. Profits come from turnover. If an item has a 50 percent markup and does not sell, there is no profit. But if a cereal has an 8 percent markup and sells very well, there are reasonable profits.
    While most pricing is based on cost: factors, there are some exceptions. Prestige pricing means setting prices artificially high in order to attract select clientele. Such pricing attempts to suggest that the quality or style of the product is exceptional or that the item cannot be found elsewhere. Stores can use prestige pricing to attract wealthy shoppers.
    Leader pricing and bait pricing are the opposites of prestige pricing. Leader pricing means setting low prices on certain items to get people to come into the stores. The products so priced are called loss leaders because little or no profit can be made on them. The profits are made from other products people buy while in the store. Bait pricing, now generally considered illegal, means setting artificially low prices to attract customers. The store, however, has no intention of selling goods at the bait prices. The point is to get people into the store and persuade them of the inferiority of the low-priced item. Then a higher-priced item is presented as a better alternative.
    A common retail tactic is odd priced products. For some products of $300, the store will set the price at $295 or $299.95 to give the appearance of a lower price. Automobiles and other high-priced products are usually priced in this manner. For some reason $7,995 has more appeal to a potential car customer than $8,000.
    Bid pricing is a special kind of price setting. It is often used in the awarding of government contracts. Several companies are asked to submit bids on a job, and normally the lowest bidder wins. A school system may want to buy a large number of computers. Several companies are asked to submit prices, and the school district will decide on the best bid based as well on considerations of quality and service.
Which of the following statements is True?
选项 A、The prices set according to prestige pricing ensure high quality of the product.
B、The purposes of both leader pricing and bait pricing are to lure customers.
C、The price setters usually dominate over a bidding deal.
D、The total costs of a product consist of all costs in each stage and profit margin.
答案B
解析 细节理解题。根据第三段可知prestige pricing抓住的是某些顾客(尤其较富裕的顾客)的那种“一分钱一分货”的心理而采取的定价策略，而以此定价的商品其实并不一定具有很高的品质，故不选A；理解了最后一段讲的bid pricing，可知C错误，此处讲的bid pricing其实是买方向承揽方招标，然后再从投标的承揽方里面挑出性价比较高的，由此可知C说定价方在这种交易中处于主动的位置与文意相悖：从第一段知道，产品最后确定的市场销售价包括了此前各阶段所耗的所有费用以及一定的利润空间，而D说总费用就包括了这两者，显然是错的。由第四段看，可知其实leading pricing和bait pricing都是想利用低价来吸引顾客。故本题选B。
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