Extensive research has shown
that the effects of short-term price
promotions on sales are themselves Lineshort-term.Companies’ hopes that (5)promotions might have a positive
aftereffect have not been borne
out for reasons that researchers
have been able to identify.A price
promotion entices only a brand’s (10)long-term or “loyal” customers;
people seldom buy an unfamiliar
brand merely because the price is
reduced.They simply avoid paying
more than they have to when one of (15)their customary brands is temporar-
ily available at a reduced price.A
price promotion does not increase
the number of long-term customers
of a brand, as it attracts virtually (20)no new customers in the first place.
Nor do price promotions have linger-
ing aftereffects for a brand, even
negative ones such as damage to
a brand’s reputation or erosion of (25)customer loyalty, as is often feared.
So why do companies spend so
much on price promotions?Clearly
price promotions are generally run
at a loss, otherwise there would (30)be more of them.And the bigger
the increase in sales at promotion
prices, the bigger the loss.While
short-term price promotions can
have legitimate uses, such as (35)reducing excess inventory, it is the
recognizable increase in sales that
is their main attraction to manage-
ment, which is therefore reluctant
to abandon this strategy despite
its effect on the bottom line.
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The passage suggests that evidence for price promotions’ “effect on the bottom line” (line 40) is provided by
the lack of lingering aftereffects from price promotions
the frequency with which price promotions occur
price promotions’ inability to attract new customers
price promotions’ recognizable effect on sales
the legitimate uses to which management can put price promotions
Answer: B
请问这题为什么是Ｂ呢？找来找去都看不到答案。。谢谢作者: queenie924 时间: 2011-2-26 16:55
即使它在bottom line 时有效~很多公司都不愿意放弃它~对吧 问你它effect on the
bottom line 有效体现在哪里
公司不愿意放弃使用~原因是像减少存货一样合理使用~你可以答5 把to后面的错误改正成
