BEC剑桥英语高级真题5 Test 1-Part 4-Pricing Policy

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Whenever a product or service is made available for sale, one of the most important decisions to be made is the one related to the price to be changed. To have no coherent policy regarding price-merely to "think of a number"-is to invite trouble.

当一种产品或者服务可供销售时，最重要的决策之一就是与要更改价格有关的决定。在价格上没有一个连贯的政策， 仅仅考虑一个数字-是会招来麻烦。

The basic point as far as pricing is concerned is to answer the question, " At what level should we pitch our prices？" A relatively high price(in comparison to the competition) indicate that the product has something special about it not found in the other products. In other words, the customer is expected to pay a premium for the extra-special qualities to be found in the product. This also applies to services like any form of maintenance or repair work. Unfortunately, it is a well-established economic law that the higher the price, the lower the volume sold. Nonetheless, both ends of the market can be equally profitable.

关于定价的基本点是要回答以下问题，"我们要把价格定在什么水平？"一个相对高的定价（与竞争对手相比）表明该产品有其他产品没有的特殊之处。换句话说，消费者要为产品中发现的特别的品质支付额外的费用。这也适用于任何形式的维护或维修服务。不幸的的是，一个公认的经济规律是价格越高，销售量越低。尽管如此，市场的两端都可以平等获利。