复旦大学：《学术英语（管理科学）Academic English for Business》学术英语综合素养教学课件_Unit 1 Studying business Text B What supermarkets don’t want you to know

Studying business Unit 1, Text B What supermarkets dont want you to know

Studying business Unit 1, Text B What supermarkets don’t want you to know

Studying business ype of How they may benefit from studying people business 1.Employees. Decide on a career Acquire skills and knowledge for a career 2.Business Obtain skills needed to start ones own owners business Identify a product or service that customers want Realize potential risks 3.Consumers. Become more informed before making a purchase decision 4.Investors. Understand the basics of the economy and business Establish the investment program

Studying business Type of people How they may benefit from studying business 1. Employees  Decide on a career  Acquire skills and knowledge for a career 2. Business owners  Obtain skills needed to start one’s own business  Identify a product or service that customers want  Realize potential risks 3. Consumers  Become more informed before making a purchase decision 4. Investors  Understand the basics of the economy and business  Establish the investment program

Lead in Question Starbucks coffee: around 35/cup FamilyMart coffee(ParCafe): around !10/cup What is your choice? Price-sensitive vs Price-insensitive Pricing strategy by starbucks High-end products exclusive to customers loyal to the brand Price rises, but still has stable customers Pricing strategies

Lead in Question: • Starbucks coffee: around ¥35/cup • FamilyMart coffee (ParCafe): around ¥10/cup What is your choice? • Price-sensitive vs. Price-insensitive • Pricing strategy by Starbucks: • High-end products, exclusive to customers loyal to the brand; • Price rises, but still has stable customers  Pricing strategies

Pre-reading What are pricing strategies adopted by supermarkets? Everyday low pricing Sale pricing Observing the Competition Loyalty Discounts Leader Pricing

Pre-reading What are pricing strategies adopted by supermarkets? • Everyday Low Pricing • Sale Pricing • Observing the Competition • Loyalty Discounts • Leader Pricing

Pre-reading Focus: Sale pricing strategy Sale pricing displays specific items, offering them at enough of a discount to lure customers into the store Price-targeting strategy Charges price-insensitive customers higher prices and Charges price-sensitive customers lower prices for the same product 区别定价战略

Pre-reading Focus: • Sale pricing strategy – Sale pricing displays specific items, offering them at enough of a discount to lure customers into the store. • Price-targeting strategy – Charges price-insensitive customers higher prices and – Charges price-sensitive customers lower prices for the same product – 区别定价战略

Words and sentences 2. Para. 2. L1: If some customers shop around for a good deal and some customers do not it's best for stores to have either high prices to prise cash from the loyal (or lazy) customers or low prices to win business from the bargain hunters a good dea:笔好交易 prise:vt.捕获(意外收获,横财) bargain:n.便宜的东西 Sentences structure: If some customers and some customers ., it's best for stores to have either high prices to∴, or have low prices to…

Words and sentences 2. Para. 2, L1: • If some customers shop around for a good deal and some customers do not, it’s best for stores to have either high prices to prise cash from the loyal (or lazy) customers, or low prices to win business from the bargain hunters. • a good deal: 一笔好交易 • prise: vt. 捕获（意外收获，横财） • bargain: n. 便宜的东西 • Sentences structure: If some customers … and some customers …, it’s best for stores to have either high prices to …, or have low prices to …

Words and sentences 4 Para. 4. L1 In fact, it is just as accurate, and more illuminating to turn the"" on its head and view prices as premiums on the sale price rather than sale prices as discounts on the regular prIce just as:差不多 illuminating: adj. helping to make sth. clear or easier to understand富于启发性的 turn on its head: cause sth. to be the opposite of what it was before使.与之前完全相反 premium: n additional amount of money above a standard rate or amount溢价

Words and sentences 4. Para. 4, L1 • In fact, it is just as accurate, and more illuminating, to turn the “sale” on its head and view prices as premiums on the sale price rather than sale prices as discounts on the regular price. • just as: 差不多 • illuminating: adj. helping to make sth. clear or easier to understand富于启发性的 • turn … on its head: cause sth. to be the opposite of what it was before 使…与之前完全相反 • premium: n. additional amount of money, above a standard rate or amount 溢价

Words and sentences 4 Para. 4. L1 Paraphrase In fact, it is almost accurate and much clearer to interpret the term"sale in a totally opposite way to consider regular prices as including an additional amount of money placed on the sale price, instead of regarding sale prices as discounts on the regular prices

Words and sentences 4. Para. 4, L1 • Paraphrase: • In fact, it is almost accurate and much clearer to interpret the term “sale” in a totally opposite way: • to consider regular prices as including an additional amount of money placed on the sale price, • instead of regarding sale prices as discounts on the regular prices

Words and sentences 5. Para. 4,L3 The random pattern of sales is also a random pattern of price increases -companies find it more profitable to increase prices (above the sale price by a larger amount on an unpredictable basis than by a small amount in a predictable way. Sentence structure:. companies find it more profitable to do than to do t:形式主语,指代 to increase prices by a larger amount ona… basis:以…方式 predictable/ unpredictable:adj.可预见的,不可预见的 省略句:…than[ to increase prices by a small amount in a predictable way

Words and sentences 5. Para. 4, L3 • The random pattern of sales is also a random pattern of price increases — companies find it more profitable to increase prices (above the sale price) by a larger amount on an unpredictable basis than by a small amount in a predictable way. • Sentence structure: … companies find it more profitable to do … than to do …. • it: 形式主语，指代to increase prices by a larger amount • on a … basis: 以… 方式 • predictable/ unpredictable: adj. 可预见的，不可预见的 • 省略句：… than [to increase prices] by a small amount in a predictable way

Words and sentences 5. Para. 4,L3 Paraphrase:..companiesfindoutthattounexpectedlyraise prices by a larger amount can make more profits than regularly increasing prices by a smallamount

Words and sentences 5. Para. 4, L3 • Paraphrase: … companies find out that, to unexpectedly raise prices by a larger amount can make more profits than regularly increasing prices by a small amount