Resale Price Maintenance is the name used when a retailer is compelled to sell at a price fixed by the manufacturer instead of choosing for himself how much to add on to the wholesale price he pays for his supplies. This practice is associated with the sale of “branded” goods, which now form a very considerable proportion of consumers’ purchases, and it has led to a great deal of controversy.
Generally such articles are packed and advertised by the manufacturers, who try to create a special “image” in the minds of possible purchasers—an image made up of the look of the article, its use, its price, and everything else which might lead purchasers to ask for that brand rather than any other. If a retailer is allowed to charge any price he likes, he may find it worthwhile to sell one brand at “cut” prices even though this involves a loss, because he hopes to attract customers to the shop, where they may be persuaded to buy many other types of goods at higher prices. The manufacturer of the brand that has been “cut” fears that the retailer may be tempted to reduce the services on this article; but, even if he does not there is a danger that the customer becomes unsettled, and is unwilling to pay the “standard” price of the article because he feels that he is being “done”. This may, and indeed often does, affect the reputation of the manufacturer and lose him his market in the long run.
It is sometimes said also that the housewife—who is the principal buyer of most of these goods— prefers a fixed price because she knows where she is and is saved the bother of going from shop to shop in search of lower prices. If one shop cut all the prices of its branded goods she would undoubtedly have an advantage in shopping there. But this does not happen. A store usually lowers the price of one or two of its articles which act as a decoy and makes up its losses on others, and changes the cut-price articles from week to week so as to attract different groups of customers. And so the housewife may feel rather guilty if she does not spend time tracking down the cheaper goods. How far this is true is a matter of temperament and it is impossible to estimate what proportion of purchasers prefer a price that they can rely on wherever they choose to buy and what proportion enjoy the challenge involved in finding the store that offers them a bargain.
Those who oppose Resale Price Maintenance on the other hand, point out that there are now a great many different channels of distribution-chain stores, department stores, co-operative stores, independent or unit shops, supermarkets, mail-order houses, and so on. It would be absurd to assume that all of them have exactly the same costs to meet in stocking and selling their goods, so why should they all sell at the same price? If they were allowed to choose for themselves, the more efficient retailers would sell at lower prices and consumers would benefit. As it is, the retail price must be sufficient to cover the costs of the less efficient avenues of distribution and this means the others make a bigger profit than necessary at the expense of the public. The supporters of the fixed price argue that this is only half the story. The efficient trader can still compete without lowering his prices. He can offer better service—long credit, or quick delivery or a pleasant shop decor or helpful assistants—and can do this without imperiling the long-term interests of the manufacturer.
31. Manufactures oppose retailers cutting prices on their goods mainly because they think ______.
32. Supporters of the fixed price hold that an efficient trader can still make money without lowering prices by ______.
33. By saying “He feels that he is being ‘done’”, the author means that customer thinks ______.
34. Which of the following statements is FALSE according to the passage?
35. The sentence “She knows where she is” in the third paragraph can be paraphrased as ______.
问题1选项
A.retailers may eventually stop selling their products
B.it may reduce customers’ confidence in their products
C.customers may feel uneasy when prices vary
D.it may sometimes lead to poor service
问题2选项
A.allowing customers time to pay
B.hiring assistants for long hours and low wages
C.advertising much more effectively
D.establishing long-term relations with manufactures
问题3选项
A.someone is despising him
B.someone is maltreating him
C.someone is blackmailing him
D.someone is cheating him
问题4选项
A.Good service other than price is important in attracting customers.
B.An article without a brand name is not subject to Resale Price Maintenance.
C.Manufactures attempt to influence possible purchasers by making their products easy to identify.
D.Housewives prefer fixed prices because fixed prices are much less likely to fluctuate.
问题5选项
A.She knows her place
B.She knows her stuff
C.She feels secure
D.She feels intoxicated
第1题:D
第2题:A
第3题:D
第4题:A
第5题:C
31.【选项释义】
31. Manufactures oppose retailers cutting prices on their goods mainly because they think ______. 31. 制造商反对零售商降价主要是因为他们认为______。
A. retailers may eventually stop selling their products A. 零售商最终可能会停止销售他们的产品
B. it may reduce customers’ confidence in their products B. 这会降低顾客对他们产品的信心
C. customers may feel uneasy when prices vary C. 当价格变动时,顾客会感到不安
D. it may sometimes lead to poor service D. 这有时会导致服务质量差
【考查点】推理判断题。
【解题思路】第二段倒数第二句提到“制造商害怕零售商降低对减价商品提供的服务(the retailer may be tempted to reduce the services),即使这种情况不会发生,也存在另一风险,顾客将变得犹豫不决,不乐意为商品支付正常的价格”,可知,制造商反对零售商降价的主要原因是制造商害怕零售商会降低服务质量,所以D项正确。
【干扰项排除】
A选项并没提及,属于无中生有;
B选项中的confidence与原文不符,属于曲解原文;
C选项并不是主要原因,属于出处错位。
32.【选项释义】
32. Supporters of the fixed price hold that an efficient trader can still make money without lowering prices by ______. 32. 固定价格的支持者认为,一个有效的交易者仍然可以在不降低价格的情况下通过______赚钱。
A. allowing customers time to pay A. 让顾客有时间付款
B. hiring assistants for long hours and low wages B. 雇佣长时间低工资的助理
C. advertising much more effectively C. 更有效的广告宣传
D. establishing long-term relations with manufactures D. 与生产厂家建立长期合作关系
【考查点】事实细节题。
【解题思路】根据关键信息efficient trader定位到文章最后两句“有效率的交易者仍然可以在不降低价格的情况下竞争。他可以提供更好的服务,如长期信用(long credit)、快速送货(quick delivery)、舒适的商店装潢(a pleasant shop decor)、乐于助人的助手(helpful assistants),而且可以在不损害制造商长期利益的情况下做到这一点。”,可知,有效交易者可以通过提供更好的服务来赚钱,包括长期信用、快速送货、舒适的商店装潢和乐于助人的助手等,所以A项符合原文。
【干扰项排除】
B选项在文中提到的是helpful,并不表示它就是long hours和low wages,属于曲解原文;
C、D选项没有提到,属于无中生有。
33.【选项释义】
33. By saying “He feels that he is being ‘done’”, the author means that customer thinks ______. 33. 作者说“他觉得他被‘done’了”,意思是顾客认为______。
A. someone is despising him A. 有人瞧不起他
B. someone is maltreating him B. 有人在虐待他
C. someone is blackmailing him C. 有人在勒索他
D. someone is cheating him D. 有人在欺骗他
【考查点】词义推测题。
【解题思路】根据题干定位第二段倒数第二句“制造商害怕零售商降低对减价商品提供的服务,即使这种情况不会发生,也存在另一风险,顾客将变得犹豫不决,不乐意为商品支付正常的价格,因为总感觉自己被done”,从中可知,因为零售商有时会减价,所以顾客不愿意支付正常的价格,担心买贵或上当,故done的意思相当于“欺骗”,D项正确。
【干扰项排除】A、B、C选项属于曲解原文。
34.【选项释义】
34. Which of the following statements is FALSE according to the passage? 34. 根据文章,下列哪个陈述是错误的?
A. Good service other than price is important in attracting customers. A. 在吸引顾客方面,良好的服务比价格更重要。
B. An article without a brand name is not subject to Resale Price Maintenance. B. 没有品牌名称的商品不受维持转售价格支配。
C. Manufactures attempt to influence possible purchasers by making their products easy to identify. C. 制造商试图通过使其产品易于识别来影响可能的购买者。
D. Housewives prefer fixed prices because fixed prices are much less likely to fluctuate. D. 家庭主妇更喜欢固定价格,因为固定价格波动的可能性小得多。
【考查点】推理判断题。
【解题思路】定位文章最后两句“有效率的交易者仍然可以在不降低价格的情况下竞争。他可以提供更好的服务,而且可以在不损害制造商长期利益的情况下做到这一点。”可知,在不降低价格的情况下可以通过提高服务质量来吸引更多人,但是服务比价格更重要没办法从文章中推知,所以该题选择A项。
【干扰项排除】
B选项定位第一段“维持转售价格是指零售商被迫按照制造商设定的价格出售商品,而不是自己选择在批发价上再加多少钱。这种做法与品牌商品的销售联系在一起,而品牌商品 (branded goods)在消费者的购买中占了相当大的比例(a very considerable proportion)。”,可知没有品牌的商品零售商可以自主定价,该项表述正确;
C选项定位第二段第一句“一般来说,这类商品是由制造商包装和做广告的,他们试图在可能的购买者的头脑中形成一种特殊的形象,一个由商品的外观、用途、价格和其他一切可能导致消费者购买该品牌而不是其他品牌的东西组成的形象”,可知该项表述也正确;
D选项定位第三段第一句“有时也有人说,这些商品的主要购买者,即家庭主妇,更喜欢固定的价格,因为她知道自己在哪里,这样就省去了从一家商店到另一家商店寻找低价商品的麻烦。”,以及倒数第二句“如果家庭主妇没有花时间寻找更便宜的商品,她可能会感到相当内疚(rather guilty)”,可知,如果价格不固定,家庭主妇会花时间一家一家寻找最低价格,而找不到她们会感到内疚,但有了固定价格以后,家庭主妇就不用找了,D项也正确。
35.【选项释义】
35. The sentence “She knows where she is” in the third paragraph can be paraphrased as ______. 35. 第三段的“她知道她在哪里”这句话可以改写为______。
A. She knows her place A. 她知道自己的地位
B. She knows her stuff B. 她精通自己的业务
C. She feels secure C. 她感到无虑
D. She feels intoxicated D. 她感到陶醉
【考查点】推理判断题。
【解题思路】定位第三段第一句“有时也有人说,这些商品的主要购买者,即家庭主妇,更喜欢固定的价格,因为她知道自己在哪里,这样就省去了从一家商店到另一家商店寻找低价商品的麻烦”,从中可推测,因为价格都是固定的,所以家庭主妇省去了一家一家比较价格的麻烦,这样购买某件商品时就不会担心买贵的忧虑,所以C项正确。
【干扰项排除】A、B、D选项与原文表述不符,属于曲解原文。