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标题: [求助]GWD-TN-24 Q13 [打印本页]

作者: psychepsyche 时间: 2011-7-19 21:19 标题: [求助]GWD-TN-24 Q13

Q11~Q14: TTGWD4-Q3 to Q6:

Extensive research has shown that the effects of short-term price promotions on sales are themselves short-term.
Companies’ hopes that 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 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 their customary brands is temporarily available at a reduced price.
A price promotion does not increase the number of long-term customers of a brand, as it attracts virtually no new customers in the first place. Nor do price promotions have lingering aftereffects for a brand, even negative ones such as damage to a brand’s reputation or erosion of 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 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 reducing excess inventory, it is the recognizable increase in sales that is their main attraction to management, which is therefore reluctant to abandon this strategy despite its effect on the bottom line.

Q13:
The passage suggests that evidence for price promotions’ “effect on the bottom line” (line 40) is provided by

A.
the lack of lingering aftereffects from price promotions

B.
the frequency with which price promotions occur

C.
price promotions’ inability to attract new customers

D.
price promotions’ recognizable effect on sales

E.
the legitimate uses to which management can put price promotions

i did it twice, still can not figure out this question

作者: hanlei84921 时间: 2011-7-20 20:49

我选的是B。但是答案给的是C

作者: newolder 时间: 2011-7-21 06:31

每个公司的会计在财政报告上都要把收入和开支加起来，然后得出一个最关键的数字，也就是这个公司究竟盈利多少，或亏损多少。这就是所谓的bottom line。

这里的effect on the bottom line应该是在销售额上升的同时对公司利润率的影响。这样子可以很容易的排除掉其他选项只剩下A和C。而相对来讲，A更重视的aftereffects主要是品牌认知度之类的比较虚的东西，C则是实实在在的跟盈利相关 --- 因为没法吸引新顾客，同时由于promotion又是亏本的，从而从根本上导致盈利率下降。

作者: ChinaHawk 时间: 2011-7-21 22:04

答案选B 我觉得没错啊，正因为促销造成公司的损失，影响了财务报表。如果促销对财务报表的影响是positive的话，促销的频率会更高。所以说促销的频率可以反映出促销对于财务报表的不利影响。
定位：Clearly price promotions are generally run at a loss; otherwise there would be more of them.

作者: luke-216 时间: 2011-7-22 06:22

这里的effect on the bottom line.如何理解呢？bottom line指的是什么~~

作者: EthanEthan 时间: 2011-7-22 21:20

bottom line ：1账本盈亏线，引申义就是利润。2结果

支持三楼说的！！

作者: thinkingape 时间: 2011-7-23 07:48

这道题gwd上的答案就是B
此题我误打误撞选对了最后也是很长时间才想明白的

文章最后说 the bigger the increase in sales at promotion prices, the bigger the loss，也就是促销越多越赔钱但是increase in sales这一点吸引管理层使用促销手段而不顾对bottom line 产生的影响

那么bottom line 应该理解为促销发生的频率（进而导致Loss）

纯属本人愚见

作者: YEWCHOW 时间: 2011-7-23 21:30

促销的频率越高 loss越多
损失与利润关系密切所以是evidence by
感谢ls的关于bottom line的解释

作者: xianmengyao 时间: 2011-7-24 07:24

GWD的答案是B，但是斟酌了半天，还是觉得C。
题目是问文中哪里可以证明short term sales promo对corporate bottom line有effect。
虽然一开始我也是定位第二段，但是感觉如果通读全文的话，正式因为sales promo无法attract new consumers, 而同时对于老客户又是卖得越多越赔本，所以eventually it will have negative effect on corporate bottom line。
大家看呐？

作者: imbalancey 时间: 2011-7-24 21:25

重新做到时候，发现如果定位准确的话，答案B是显而易见的。同意3楼的看法。

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