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1、READINGPARTONELookatthestatementsbelowandthearticleaboutpricingontheoppositepage・Whichsection(A,B,CorD.doeseachstatement(1-7)referto?Youwillneedtousesomeoftheselettersmorethanonce・GettingthepricerightAChiefexecutivesneedtopaymoreattentiontopricing,accord
2、ingtoRobertoLippioftheApexGroup,aconsultancythatoffersadviceonpricingstrategy.Heacceptsthatlowinflationfiguresinmanyindustrialisedcountriesmakesraisingpricestough,butarguesthatthisshouldnotnecessarilydetercompanies•Hegivestheexampleoftheairlines,which,wi
3、ththeirminimumstayrequirementsandmassivepremiumsforflexibility,ledthewayinsortingcustomersintocategories,basedontheirwillingnesstopay.Thekeytopricingistoavoidalienatingcustomers.AsLippipointsoutzonceabadpricehasbeenestablished,itcanbeverydifficulttoturnt
4、hesituationaround.Hegivestheexampleofaconsumergoodscompanythatwentbankruptlargelybecauseitdidnotpriceitsdigitalcamerasproperly.Incontrast,hecitesthecaseofaSwissdrugcompanythatintroducedsoftwareforeverysalesrepresentative1slaptop,enablingthemtoprovidecons
5、istentandaccuratepricequotes.Tohelpstaffwiththisinnovation,thecompanyalsocreatedanewpostofdirectorofpricingstrategy.cManyoftoday1smanagershavethebenefitofmoderntechnologytohelpthemwithpricing•Supermarketchains,forexample,caneasilytrackcustomers1Elasticit
6、y1-howtheirbuyinghabitschangeinresponsetoapriceriseoradiscount•Butalthoughacompanycannowmeasurethissortofthinginamoresophisticatedway,followingbasicrulesisstillthemostcommonwayofsettingprices.Mostbossesstillworrymoreabouttheircoststhanthepricestheycharge
7、；onerecentsurveyfoundthattheyspendaslittieas2%oftheirtimeonpricing.DOnepopularapproachtopricingisillustratedbythecarcompaniesthatchargeextraforproductadd-onssuchaselectricwindows,insteadofofferingthemaspartofthestandardprice.Althoughmanycustomersareprepa
8、redtopayextra,Lippirecommendsthatcompaniesmakesurethatpricedifferencesreflectrealdifferencesintheproduct,eitherinqualityorintheextraserviceonoffer.Theworstapproachistotrytokeepthepricingstructuresecretfromcustomers.Nowaday
