新编商务英语阅读教程Book 3 Unit1 Part 1 Text A

Equilibrium price is not static but changes as demand and supply increase and decrease.
Exercise
Comprehension Vocabulary

Assignment

Preview text B
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New terms and words

specified price 特定的价格 hold back 储备 equilibrium price 均衡价格
Importance of Price

Extremely important,
Marketing mix consists of product, promotion and distribution costs . Each directly affects the price.
Expenditures for materials Employee’s wages Shipping charges Advertising Selling costs Business taxes Costs of major accessory equipment and operating supplies
New terms and words
marketing mix 综合销售策略 prestige value 声望值，信誉值 competitive device 竞争招数 sell well 卖得好， 畅销 cover costs 支付费用 provide for规定 assigned to 分配给，归纳给 business expense 业务支出
Supply and Demand
The relationship among price , demand and supply lies: Demand is the amount of a product that consumers are willing and able to purchase at a given price. Demand and price changes interact. Supply is the quantity of a product offered on the market at a specific price. Supply and price changes interact.

The Break-even Point
Fashion and Seasonal Appeal
Fashion merchandise: Prices will be high when just appearing, and then dropped when the style is well established and outdated. Seasonal merchandise: Prices will be high at the beginning of the season and dropped at the end.
New terms and words
marketer 专营特定商品的商号或者商 人 vinyl 聚乙烯的 rink （溜冰场） equilibrium 平衡，均衡 interact 相互作用，相互影响 static 静止的，不变的 dissimilar 不同的，不相似的

Reasons why the price is very important.

A measure of quality Because customers use it to measure the quality of the product.

Competition and profits Price is important as a competitive device in the marketing mix. Price is important in determining profits for the marketer

Factors affecting pricing
Costs
and expenses Its fashion and seasonal appeal The competition Supply and demand Government pricing concern
Costs and expenses
Leabharlann Baidu
Competition

A marketer always keep an eye on the substitutes from his competitors and make some changes in prices, service and other factors to ensure his customers not to reject his product.

Equilibrium price

Customers want a lower price, and at the same time, marketers want a higher price, so the price they make an exchange is the equilibrium price.

New terms and words
shipping charge 装船费用， 运输费用 accessory equipment 辅助设备 operating supplies 营业用品 break-even point 盈亏平衡点 bowling alley 保龄球馆，保龄球道 skating rink 滑冰场 gift wrapping 礼品包装