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如何对付上涨的物价
添加时间:2017-02-28 20:11:15 浏览次数: 作者:未知
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  • When driving these days, do you look at the prices every time you pass a gas station? Do you notice yourself paying more attention to the prices of everything you buy? You are not alone. Consumers everywhere are more price aware. People who've been indifferent to price increases for years are suddenly amazed at what things now cost. How can marketers cope not just with inflation but with consumer sticker shock?

    1.Understand Your Customers. There are at least four ways in which customers can respond to higher gas prices: downgrade from premium1 to regular; take fewer trips by car, consolidate2 errands, switch to public transportation3; take the same number of trips but reduce the miles driven per trip by, for example, vacationing closer to home; drive more economically and less aggressively to improve miles per gallon; and buy a specific dollar amount of gas rather than filling up every time, even though this may mean more visits to the pump. Some consumers may even trade in (at a loss) the SUV for a hybrid4, an example of how price inflation on one product can cause demand shifts in a second, related, category.

    2.Invest in Market Research. You must discard your existing customer segmentation assumptions and segment consumers around product usage behavior and price sensitivity. You must get out into the marketplace yourself and talk to consumers directly to understand their pain points and how they are changing attitudes and behaviors in response to price inflation. You must then quantify these shifts and develop product and pricing strategies that balance the need to maintain both profitability and market share.

    3.Redefine Value. Customers buying soft drinks can think about price in three ways: the absolute cost per can or bottle, the cost per ounce, and, less common in this category, the monthly consumption cost. Customers short on cash will focus much more on the absolute price. They'll go for the 99 cent soft drink rather than the $1.29 container with 50 percent more volume. To motivate cash-poor consumers, marketers must reverse engineer products and packaging to hit key retail5 price points. This may mean downsizing package sizes, something the candy industry always does in response to inflation.

    4.Use Promotions7. If you've always passed through raw material price increases to the end consumer, you don't necessarily need to change that policy. However, lagging competitors in passing on price increases can have the same effect as a temporary price promotion6. More customers than usual will be looking out for price promotions, but don't give away the store to those who don't need the discount, and cut prices not across the board but only on items selected as your inflation-busters. For cash poor consumers, these promotions should hit the key price points on small pack sizes. For cash rich consumers, encourage multi-unit purchases ahead of the inevitable8 next price increase.

    5.Unbundle. Customers who previously9 welcomed the convenience of buying product, options, and services rolled into one may now ask for a detailed10 price breakdown11. Make it easy for your more price-sensitive customers to better cherry-pick the options and services that they truly need by giving them an unbundled menu of options.

    6.Monitor Trade Terms. Beware of powerful distributors paying you more slowly than they turn the inventory12 they buy from you. In an inflationary environment, they're making money on the float by stretching their payables. Manage your inventory on a last-in, first-out basis to insure that increases in your realized selling prices do not trail the increases in your input13 costs.

    7.Increase Relevance14. You need to persuade customers to cut back their expenditures15 on other products, not on yours. In tough times, consumers more than ever need and deserve the occasional treat. So, if you are Haagen Dazs, tell the consumer to substitute private label peas for the name brand but to not forego the comfort of curling up on the sofa with a tub of her favorite ice cream. Strong brands can hold consumer loyalty16 while increasing retail price points. Weaker brands risk private label and generic17 substitution.

    最近这些天开车经过加油站的时候,你有没有注意油价?你有没有留意自己买任何东西,都比以前更在意价格?不是你一个人这样的.每个消费 者现在都比以前更关注商品的价格.就连之前几年对价格上涨没有感觉的人们也突然对买东西的支出数额感到吃惊了.那么,市场上的企业用什么办法才能不仅应对 通货膨胀问题而且也能照顾到消费者的感受呢?

    1、要理解顾客.汽油价格上涨,消费者至少 有以下四种反应:不再使用优质油转而购买普通油;减少开车出行,把事情统一起来做,选择公共交通工具;或者仍旧开车出行但是缩短每次出行的里程,比如说, 在离家近一些的地方渡假,同时更注重车子的燃油经济性,这样每加仑汽油就能跑更多的里程;消费者还可以一次性购买一定数量的汽油,而不是一次又一次地去油 站加油,尽管这样做要使用油泵.甚至会有消费者宁愿赔钱去把SUV型车换成混合动力型车,这同时也是一个可以说明一种商品价格的上涨如何引起对其他相关商 品需求变化的例子.

    2、做市场调查.企业这个时候必须抛开已有的消费者细分的假定并根据 消费者的产品使用行为和对价格的敏感程度对其重新细分,企业必须亲自深入市场,直接和消费者对话,了解消费者的切身利益,以及他们在通货膨胀的时候,购买 商品的行为和态度有什么变化.接下来,企业必须对消费者的这些变化进行量化分析并且制定产品和价格策略来平衡商品需求,以维持盈利和市场份额.

    3、重新定义"价值".购 买软饮料的消费者会从三个方面来考虑价格:首先,一罐或者一瓶饮料的绝对价格,其次是每盎司饮料的价格,还有就是比较少见的,每个月购买饮料的总价格.现 金短缺的消费者会更在意绝对价格,他们会购买定价0.99美元的软饮料却不会购买定价1.29美元同时量也增加了一半的饮料.因此,为了刺激现金短缺的消 费者,企业就必须逆向设计开发产品和包装来配合商品的零售价格,这样的措施一般都是缩小包装规格,糖果行业常常会这么做去应对价格上涨.

    4、利用促销.如 果企业总是将原材料成本的增加转嫁给最终消费者,那么就没有必要去改变政策.然而,把成本的增加转嫁给消费者的速度放慢就会起到和临时价格促销一样的效 果.消费者大部分都想要打折商品,都在密切地关注着价格促销活动.企业不需要通过董事局决议降价,而只需要降低消费者购买的具体商品的价格就可.对于现金 短缺的消费者来说,这些促销活动会使小规格包装的商品价格正好在他们可以接受的水平上,而对于不存在现金短缺的消费者来说,则可以在下一次不可避免的价格 上涨来临之前,鼓励他们购买多种包装规格的产品.

    5、分别计价.涨价之前,消费者为了方便希望有多种选择,会把产品和相关的服务一起购买,涨价之后,消费者则可能会需要了解它们各自的价格.所以,为了让那些对价格特别敏感的消费者更好地在他们真正需要的多种选择和服务之中做出最佳决策,企业就要提供各种购买选择的单独定价单.

    6、修正交易条款.如果实力强大的分销商偿付货款的周期比他们购买产品的周期长的情况出现,企业要警惕!在通货膨胀的环境下,分销商通过延迟应付账款的时间而获利.企业可以采取后进先出法来管理存货,以保证销售额的增加不低于存货成本的增加.

    7、强调商品的实用性. 企业要劝说消费者减少在其他商品而不是本企业商品的开支.在经济环境严峻时期,消费者比以前更需要同时也应该得到特殊的待遇.所以,像哈根达斯,就可以告 诉消费者用名牌豌豆代替私人品牌的豌豆,但同时也告诉消费者不要放弃吃着自己最喜欢的冰淇淋蜷在沙发上的惬意舒适.影响力强的品牌提高零售价格会保住消费 者的忠诚度,而知名度不高的品牌则会有被代替的风险.

     10级    双语 


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    1 premium [ˈpri:miəm] EPSxX   第7级
    n.加付款;赠品;adj.高级的;售价高的
    参考例句:
    • You have to pay a premium for express delivery. 寄快递你得付额外费用。
    • Fresh water was at a premium after the reservoir was contaminated. 在水库被污染之后,清水便因稀而贵了。
    2 consolidate [kənˈsɒlɪdeɪt] XYkyV   第7级
    vt.使加固,使加强;(把...)联为一体,合并;vi.巩固,加强
    参考例句:
    • The two banks will consolidate in July next year. 这两家银行明年7月将合并。
    • The government hoped to consolidate ten states to form three new ones. 政府希望把十个州合并成三个新的州。
    3 transportation [ˌtrænspɔ:ˈteɪʃn] 9mKwv   第8级
    n.运输,运输系统,运输工具
    参考例句:
    • The transportation of goods by air costs a lot. 航空运输货物花费很高。
    • He finally solved the difficulty of transportation. 他终于解决了运输的困难。
    4 hybrid [ˈhaɪbrɪd] pcBzu   第8级
    n.(动,植)杂种,混合物
    参考例句:
    • That is a hybrid perpetual rose. 那是一株杂交的四季开花的蔷薇。
    • The hybrid was tall, handsome and intelligent. 那混血儿高大、英俊、又聪明。
    5 retail [ˈri:teɪl] VWoxC   第7级
    n.零售;vt.零售;转述;vi.零售;adv.以零售价格
    参考例句:
    • In this shop they retail tobacco and sweets. 这家铺子零售香烟和糖果。
    • These shoes retail at 10 yuan a pair. 这些鞋子零卖10元一双。
    6 promotion [prəˈməʊʃn] eRLxn   第7级
    n.提升,晋级;促销,宣传
    参考例句:
    • The teacher conferred with the principal about Dick's promotion. 教师与校长商谈了迪克的升级问题。
    • The clerk was given a promotion and an increase in salary. 那个职员升了级,加了薪。
    7 promotions [prə'məʊʃənz] ea6aeb050f871384f25fba9c869cfe21   第7级
    促进( promotion的名词复数 ); 提升; 推广; 宣传
    参考例句:
    • All services or promotions must have an appeal and wide application. 所有服务或促销工作都必须具有吸引力和广泛的适用性。
    • He promptly directed the highest promotions and decorations for General MacArthur. 他授予麦克阿瑟将军以最高的官阶和勋奖。
    8 inevitable [ɪnˈevɪtəbl] 5xcyq   第7级
    adj.不可避免的,必然发生的
    参考例句:
    • Mary was wearing her inevitable large hat. 玛丽戴着她总是戴的那顶大帽子。
    • The defeat had inevitable consequences for British policy. 战败对英国政策不可避免地产生了影响。
    9 previously ['pri:vɪəslɪ] bkzzzC   第8级
    adv.以前,先前(地)
    参考例句:
    • The bicycle tyre blew out at a previously damaged point. 自行车胎在以前损坏过的地方又爆开了。
    • Let me digress for a moment and explain what had happened previously. 让我岔开一会儿,解释原先发生了什么。
    10 detailed [ˈdi:teɪld] xuNzms   第8级
    adj.详细的,详尽的,极注意细节的,完全的
    参考例句:
    • He had made a detailed study of the terrain. 他对地形作了缜密的研究。
    • A detailed list of our publications is available on request. 我们的出版物有一份详细的目录备索。
    11 breakdown [ˈbreɪkdaʊn] cS0yx   第7级
    n.垮,衰竭;损坏,故障,倒塌
    参考例句:
    • She suffered a nervous breakdown. 她患神经衰弱。
    • The plane had a breakdown in the air, but it was fortunately removed by the ace pilot. 飞机在空中发生了故障,但幸运的是被王牌驾驶员排除了。
    12 inventory [ˈɪnvəntri] 04xx7   第7级
    n.详细目录,存货清单;vt.编制…的目录;开列…的清单;盘存;总结
    参考例句:
    • Some stores inventory their stock once a week. 有些商店每周清点存货一次。
    • We will need to call on our supplier to get more inventory. 我们必须请供应商送来更多存货。
    13 input [ˈɪnpʊt] X6lxm   第7级
    n.输入(物);投入;vt.把(数据等)输入计算机
    参考例句:
    • I will forever be grateful for his considerable input. 我将永远感激他的大量投入。
    • All this information had to be input onto the computer. 所有这些信息都必须输入计算机。
    14 relevance ['reləvəns] gVAxg   第9级
    n.中肯,适当,关联,相关性
    参考例句:
    • Politicians' private lives have no relevance to their public roles. 政治家的私生活与他们的公众角色不相关。
    • Her ideas have lost all relevance to the modern world. 她的想法与现代社会完全脱节。
    15 expenditures [ɪks'pendɪtʃəz] 2af585403f5a51eeaa8f7b29110cc2ab   第7级
    n.花费( expenditure的名词复数 );使用;(尤指金钱的)支出额;(精力、时间、材料等的)耗费
    参考例句:
    • We have overspent.We'll have to let up our expenditures next month. 我们已经超支了,下个月一定得节约开支。 来自《简明英汉词典》
    • The pension includes an allowance of fifty pounds for traffic expenditures. 年金中包括50镑交通费补贴。 来自《简明英汉词典》
    16 loyalty [ˈlɔɪəlti] gA9xu   第7级
    n.忠诚,忠心
    参考例句:
    • She told him the truth from a sense of loyalty. 她告诉他真相是出于忠诚。
    • His loyalty to his friends was never in doubt. 他对朋友的一片忠心从来没受到怀疑。
    17 generic [dʒəˈnerɪk] mgixr   第10级
    adj.一般的,普通的,共有的
    参考例句:
    • I usually buy generic clothes instead of name brands. 我通常买普通的衣服,不买名牌。
    • The generic woman appears to have an extraordinary faculty for swallowing the individual. 一般妇女在婚后似乎有特别突出的抑制个性的能力。

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