Tom: |
A good example of price emphasis is loss-leader pricing. It means that you choose one item - let’s say an electric razor – at a price just above the cost. The customers will come to your shop to buy this loss-leader item. But since they are inside they can decide to buy a few other things they need. |
Dick: |
It sounds interesting. What other things can you tell? |
Tom: |
There is also off-even pricing. Let’s say you sell a tape-recorder for $99, 95 instead of $ 100. thought it is in fact about the same, the low price can produce a favorable psychological effect. |
Dick: |
What are the other ways to attract the customers? |
Tom: |
First of all, remember that you are going to compete with well-known products, so you should start with specially low prices. It’s important to advertise this. You should use newspapers aids, maybe a radio spot, maybe do a big window and floor display. |
Dick: |
It makes sense. |
Tom: |
And you can rise the price after your customers try a new brand, get to know it and like it. They will continue to buy it. |
Dick: |
I see. And what is the price de-emphasis you mentioned before. |
Tom: |
It concerns high quality expensive items. Price de-emphasis means that you don’t call attention to the price at all. |
Dick: |
I know, it concerns our fine jewelry department or designer fashions. |
Tom: |
Yes, I see you are going to do well. |
Dick: |
Your suggestions seem to be very useful. Don’t forget you have a discount on any shopping you do in my shop. |
Active vocabulary
location місцезнаходження
charge the price встановлювати ціни
price emphasis продаж товарів за низькою
ціною
extra services додаткові послуги
loss-leader товар, який продається за
низькою ціною
для приваблення клієнтів
off-even pricing ціна, яка не доходить до круглої
цифри
для приваблювання покупця
favorable psychological effect благоприємний психологічний
ефект
start with especially low prices почати з особливо низьких цін
new brand новий бренд
high quality expensive item високоякісний дорогий товар
price de-emphasis висока ціна, яка залежить від
високоякісного товару (бренд,
якість обслуговування і ін.)
Exercise 4. Give the English for:
додаткові послуги, місцезнаходження, продаж товарів за низькою ціною, високоякісний дорогий товар, ціна, яка не доходить до круглої цифри для