※ 引述《IDrum123121 (DD)》之铭言:
: Over the past five years, the price gap between name-brand cereals and less
: expensive store brands has become so wide that consumers have been switching
: increasingly to store brands despite the name brands' reputation for better qu
: ality.
: To attract these consumers back, several manufacturers of name-brand cereals
: plan to narrow the price gap between their cereals and stores brands to less t
: han what it was fives years ago.
: Which of the following, if true, most seriously calls into question the likeli
: hood that the manufacturers' plan will succeed in attracting back a large perc
: entage of consumers who have switched to store brands?
: (B)Consumers who have switched to store-brand cereals have generally been sati
: sfied with the quality of those cereals.
: (D)Because of lower advertising costs, stores are able to offer their own bran
: ds of cereals at significantly lower prices than those charged for brand cerea
: ls.
: 一开始在这两个选项中纠结,而我对D选项的想法是:竞争对手采行相同手段,所以能够
: weaken但是答案是B选项。
: 我能够了解B选项weaken的道理,但却没办法删去D,想请问各位大神是如何删去D这个选
: 项?
: 谢谢!
D 选项是在解释 store brand 相对于 name brand 的价格优势的原因,乍看也不是完全
无关。现在我们站在一个行销顾问的角度,分别以这两个选项为前提,
对这些 name brand 公司说一句话
B: 就算你们缩小价差顾客也回不来,因为 store brand 品质 OK 的话
就没必要买还是比较贵一点的 name brand
D: 价差很难降不下去,因为 store brand 在自家店里打广告不需要钱
这样有看出来为什么选 B 不选 D 了吗?D 是在强调”原有的优势”。况且,
题目已经说明,要”narrow the price gap”,意思就是不管 store brand 要如何降价
,name-brand 都会想办法拉近价差。而 B 就是说明在品质上对客户来说已经没有差异
,即使是拉近价差,客户还是会选便宜的 (store brand),为正确答案。
补充说明,美国各大grocery store几乎都有自营品牌(就是store brand),store brand
的价钱高低其实是看店的等级
举燕麦当例子好了(数字只是概略的)
高级商店:
自营品牌 $3.0/lb A牌 $3.5/lb B牌 $4.5/lb
中等商店
自营品牌 $2.0/lb D牌 $2.0/lb C牌 $2.5/lb A牌 $3.5/lb
廉价商店
不知名品牌 $1.0/lb 自营品牌 $1.5/lb D牌 $2.0/lb
(个人美国生活经验) 有时候在廉价商店里,store brand反而才较有品质