电子商务英语 第二版 unit9.doc

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1、Unit9OnlineAuctionsandVirtualCommunities学习指导：本章将介绍：拍卖与在线拍卖英式拍卖荷兰式拍卖密封递价最高价拍卖网上拍卖及相关业务普通消费品拍卖特殊消费品拍卖企业间的拍卖虚拟社区9.1AuctionandOnlineAuctionInanauction,aselleroffersanitemoritemsforsale,butdoesnotestablishaprice.Thisiscalled"puttinganitemupforbid"or"puttinganitemonthe(auction)block."Potentialbuyersareg

2、iveninformationabouttheitemorsomeopportunitytoexamineit;theythenofferbids,whicharethepricestheyarewillingtopayfortheitem.Thepotentialbuyers,orbidders,eachhavedevelopedprivatevaluations,oramountstheyarewillingtopayfortheitem.Thewholeauctionprocessismanagedbyanauctioneer.Insomeauctions,peopleemploye

3、dbythesellerortheauctioneercanmakebidsonbehalfoftheseller.Thesepeoplearecalledshillbidders.Shillbidderscanartificiallyinflatethepriceofanitemandmaybeprohibitedfrombiddingbytherulesofaparticularauction.OneoftheInternet'sstrengthsisthatitcanbringtogetherpeoplewhosharenarrowinterestsbutaregeographica

4、llydispersed.Onlineauctionscancapitalizeonthatabilitybyeithercateringtoanarrowinterestorprovidingageneralauctionsitethathassectionsdevotedtospecificinterests.9.1.1EnglishAuctionsManydifferentkindsofauctionsexist.Mostpeoplewhohaveattendedorseenanauctionontelevisionhaveexperiencedonlyonetypeofauctio

5、n,theEnglishauction.IntheEnglishauction,bidderspubliclyannouncetheirsuccessivehigherbidsuntilnohigherbidisforthcoming.Atthatpoint,theauctioneerpronouncestheitemsoldtothehighestbidderatthatbidder'sprice.Thistypeofauctionisalsocalledanascending--priceauction.AnEnglishauctionissometimescalledanopenau

6、ction(oropen-outcryauction)becausethebidsarepubliclyannounced;however,thereareothertypesofauctionsthatusepubliclyannouncedbidsthatarealsocalledopenauctions.Insomecases,anEnglishauctionhasaminimumbid,orreserveprice.Englishauctionsthatoffermultipleunitsofanitemforsaleandallowbidderstospecifythequant

7、itytheywanttobuyarecalledYankeeauctions.TounderstandYankeeauctionsbetter,considerthisexample.Asellerplacesnineitemsupforbid.Whenthebiddersstopincreasingtheirbids,thesuccessfulbiddersinclude:thehighestbidder,whobi