剑桥BEC真题集 第四辑 中级 Test 3.pdf

沪江英语：/ 剑桥BEC 真题集中级 第四辑 Test 3 READING 1 hour PART ONE Questions 1-7 • Look at the statements below and the article about pricing on the opposite page. • Which section (A, B, C or D) does each statement (1-7) refer to? • For each statement (1-7), mark one letter (A, B, C or D) on your Answer Sheet. • You will need to use some of these letters more than once. Example: 0 the price depending on the product features chosen by the customer. 0 A B C D 1 the failure of a company to set its prices appropriately 2 a context that makes it difficult to increase prices 3 the consequences of companies trying to conceal their approach to pricing 4 the means by which a company ensured precision in the prices it offered 5 the fact that companies can learn about the effects of a price reduction 6 the first sector to price products according to how much customers were prepared to spend 7 the widespread use of rough guidelines to determine prices 沪江BEC ：/bec/ 1 沪江英语：/ Getting the price right A Chief executives need to pay more attention to pricing, according to Roberto Lippi of the Apex Group, a consultancy that offers advice on pricing strategy. He accepts that low inflation figures in many industrialised countries makes raising prices tough, but argues that this should not necessarily deter companies. He gives the example of the airlines, which, with their minimum stay requirements and massive premiums for flexibility, led the way in sorting customers into categories, based on their willingness to pay. B The key to pricing is to avoid alienating customers. As Lippi points out, once a bad price has been established,