商务英语阅读第三册Unit 1 text A

商务英语阅读第三册(高教版)

Everyday readingPassive acceptance of the teacher"s wisdom is easy to most boys and girls. It involves no effort of independent thought, and seems rational because the teacher knows more than his pupils; it is moreover the way to win the favor of the teacher unless he is a very exceptional man. Yet the habit of passive acceptance is a disastrous one in later life. It causes man to seek and to accept a leader, and to accept as a leader whoever is established in that position. --Bertrand Russell

商务英语阅读第三册(高教版)

Unit 1 Text A Pricing (1)Importance of Price Price is extremely important in marketing competition. Product, promotion, and distribution directly affect the price(4p of marketing mix) A measure of quality You get what you pay for! Customers use it to measure the quality of the product. some customers will more readily buy a particular product if it is higher priced.

商务英语阅读第三册(高教版)

Competition and ProfitsPrice is important as a competitive device in the marketing mix. Price is often most important in combination with the other marketing mix factors. Price is important in determining profits for the marketer. The marketer knows that price times quantity sold equals sales revenue.

商务英语阅读第三册(高教版)

Price is very difficult to determine. The marketer seldom has all the information needed to make a price decision. A judgment must often be made with the facts that are known; then, the reactions of customers and competition must be watched very closely.

商务英语阅读第三册(高教版)

Factors Affecting PricingDeciding the price of a product is not just a matter of recording production costs, adding the expenses of operating the business, and providing for a reasonable profit. the important factors considered : 1. the costs and business expenses involved in the manufacture or distribution of the product, 2. its fashion and seasonal appeal, 3. the competition 4. supply and demand, 5. government pricing concerns

商务英语阅读第三册(高教版)

Costs and ExpensesThey include expenditures for materials used in making the product, employees' wages, shipping charges, advertising and selling costs, and business taxes. they also include the costs of major accessory equipment and operating supplies, the R&D expenses. The manufacture must find the break-even point. then they can easily figure out what price to set to achieve profit goals.

商务英语阅读第三册(高教版)

Fashion and Seasonal AppealsThe value of fashion is highest at the beginning of the fashion cycle. its price is high at the beginning and comparatively low when it is outdated. seasonal merchandise is likely to be higher at the beginning ofthe season than at the end. Competition the competition form similar products. dissimilar products or services might be chosen in preference to other products or service. the retailer's competition comes from other retailers or from discount stores seeking to sell similar items at lower prices.

商务英语阅读第三册(高教版)

Supply and DemandMarketers who understand these economic factors do a better job of pricing their products. Demand is the amount of a product that consumers are willing and able to purchas

e at a given price. Only when products can actually be sold at a given price is there demand for them. Demand and price changes interact. An increase in price will usually cause the demand for the product to decrease.

商务英语阅读第三册(高教版)

SupplyQuantity of a product offered on the maker at a specified price is called supply. The supply of a product includes only the amount available for sale at a certain time. if marketers hold back products while waiting for prices to go up, these products are not part of supply. supply and price changes interact.

商务英语阅读第三册(高教版)

Equilibrium PriceThe price at which both the marketer and the customer will make an exchange is the equilibrium price. it is the price at which marketers are able and will to supply exactly the quantity of goods or services that customers are willing to purchase. equilibrium price is not static but changes as demand and supply increase or decrease. Remember: the Law of Value regulates business!

商务英语阅读第三册(高教版)

After Reading1. Find at least 2 examples of "Pricing" in your daily life and tell them to your partner. 2. Can you find some rules in pricing your salary? what factors should be taken into consideration?