新编商务英语泛读book 3 unit 1 B

Structure
Pricing
Pricing activities (4)
Goals of pricing (3)
Reading comprehension
Paragraph two:
What is the central idea of the federal laws? (to prevent unfair competition and monopoly)
Paragraph 11 - 13
What is “market share”? the specific percentage of total industry
sales of a particular product achieved by a single company in a given period of time 市 场份额 What is “market position”? 市场地位 What should a company do to maintain its market position? succeeding: subsequent 随后的
great profit? What are the goals of pricing mentioned in this part? To obtain a specific market share To achieve a specific return from sales (or: to gain certain amount of profit) To meet competition sacrifice: to dispose of (goods, property, etc.) regardless of profit
keep an eye on? Pricing fixing (maybe there is a minor spelling mistake in our books: pricing mixing) 定价 Price discrimination 价格歧视 Resale price maintenance resale price maintenance (美国厂商之间关于)不得低价转售商品的规定 Deceptive pricing be concerned with: be involved in; intervene in sth. c.f.: be concerned about: be worried about; pay attention to sth.
which launched Truth in Lending disclosures－was landmark legislation. For the first time, creditors had to state the cost of borrowing in a common language so that you--the consumer--could figure out what the charges are, compare costs, and shop for the best credit deal. authentic: not false or copied; genuine; real erode: to eat into or away; destroy by slow consumption or disintegration 侵蚀
Paragraph 7 － 8
What are the two kinds of deceptive pricing?
Misinterpreted credit terms 信用术语的曲解
Misinterpreted sale prices 销售价格的曲解
What content does the Consumer Credit
Paragraph four
What act can be regarded as “pricing fixing”? What are the behaviors of pricing fixing? It is an agreement between business competitors
市场营销观念 (The marketing concept)
• 企业应以目标顾客及其需求为中心，集中企 业一切资源和力量，适当安排市场营销组合 手段，从而比竞争者更好地满足顾客的需求， 达到扩大销售，取得长期合理的利润的目的。
Goals of Pricing
Does a successful business only mean a
Protection Act cover? What behavior should be punished by law concerning the sale? To have a sale based on an artificial price
The Consumer Credit Protection Act of 1968－
The Sherman Antitrust Act of 1890
The Clayton Act of 1914 The Robinson-Patman Act of 1936
Paragraph 3 - 8
What pricing activities should the government
What is monopoly, according to our
passage? What are the main contents of the laws mentioned in our passage?
Monopoly
In theory, an industry where one firm produces the entire
output of a market. In practice, in the UK any one firm that has 25% of a market is considered to have monopoly control.
原指站在市集的高地上操纵贸易，后来泛指把持和独占。
在资本主义经济里，垄断指在生产集中和资本集中高度发展 的基础上，1个大企业或少数几个大企业对相应部门产品生 产和销售的独占或联合控制。 垄断（或者称卖者垄断），一般指唯一的卖者在一个或多个 市场，通过一个或多个阶段，面对竞争性的消费者---与买者 垄断 (Monopsony) 刚刚相反。垄断者在市场上，能够随意 调节价格与产量（不能同时调节）。
Paragraph six
Why do manufacturers give retail prices for their goods?



And why was this sort of behavior abolished later? Resale price maintenance: is the effect of rules imposed by a manufacturer on wholesale or retail resellers of its own products, to prevent them from competing too fiercely on price and thus driving profits down from the reselling activity. The manufacturer may do this because it wishes to keep resellers profitable. Such contract provisions are usually legal under US law but have not always been allowed since they formally restrict free trade. profit margin: a ratio of profitability calculated as earnings divided by revenues. It measures how much out of every dollar of sales a retail business actually keeps in earnings. 剩余价值量或利润量同预付总资本的比率。它表示的是资本 增值的程度。 利润率 repeal: to revoke or withdraw formally or officially 撤销废除 withhold: to hold back; refrain 保留；抑止
Paragraph five
In what situation does price discrimination
exist? the practice of offering identical goods to different buyers at different prices, when the goods cost the same.
Withhold -- Misinterpret---v.误解，曲解 Misinterpretation---n, 误解
Tactics
百度文库tanding
Group discussion
We know that in planned economy, the
government intervened a lot in the economy; while at present, do you think it is still necessary for the government to regulate prices in a market economy? Please give your reasons. What practices are illegal in the matter of pricing? What goals should one have in mind when setting the price of a product?
to sell the same product or service at the same price. or: the establishing of prices at a determined level, either by a government or by mutual consent among producers or sellers of a commodity. conspire: to join in a secret agreement to do an unlawful or wrongful act or an act which becomes unlawful as a result of the secret agreement 共谋； 阴谋
Pricing （Ⅱ）
New words and expressions

monopoly n. 垄断；专卖 Monopoly enterprise / monopoly power Act n. 法案；法令 Discrimination n.差别对待，歧视 Price discrimination---价格歧视/差别取价 Discriminate v. Deceptive adj. 骗人的，靠不住的 Deceptive pricing ---欺骗性定价
The major forms of Monopoly Trust （托拉斯；垄断的最高形式）
Cartel （卡特尔）
Syndicate （辛迪加） Konzern （康采恩） Chinese Antimonopoly Law
(adopted at the 29th session of the Tenth National People's Congress on August 30, 2007)