【題目】A

Some good news for online holiday shoppers: bargain-hunting binges (狂熱行動(dòng)) will drive prices down as web-based retailers compete to offer bigger discounts, marketing researchers predict.

A recent survey by Shopzilla found that nearly 84 percent of online retailers would offer Cyber Monday discounts, up 12 percent from last year. Cyber Monday, the first Monday after Thanksgiving, is the online response to Black Friday, the day after Thanksgiving when stores are traditionally flooded with customers, some of whom camp at the entrances overnight to take advantage of discounts.

However, in the current economic climate, online retailers have felt pressure to offer sales and discounts even before Black Friday. But how online retailers decide to offer those big savings isn’t a simple matter of trying to attract the consumers who are watching their wallets, Bohlmann of Sabanci University in Istanbul says. Online stores will also pay attention to the deals their competitors are offering, potentially leading to price wars between certain retailers to attract all those potential bargain-hunting customers.

Online shoppers can be divided into two types, Bohlmann said, ―switchers and ―loyals. Switchers compare prices between retailers and go for the cheapest one, while loyals stick to one brand or store. It almost doesn’t matter what price you charge.

Online retailers will look at the percentage of switchers and loyals they have in order to decide whether to offer discounts. The more switchers they have, the more likely they will offer discounts. But retailers don’t just look at the percentage of their own customers; they also look at the competition.

If one online store has a higher percentage of loyals than the competitor, it can afford to keep prices higher. On the contrary, if it has a higher percentage of switchers than the competitor, it might want to lower prices.

【1】According to the text, on Cyber Monday, customers often______

A. feel tired because of Thanksgiving

B. prepare for the coming Black Friday

C. spend their holidays in the stores

D. wait for online retailers’ discounts

【2】According to the text, “loyals” should refer to online shoppers who____

A. care about prices than anything else

B. focus on the quality of products

C. matter little what price you charge

D. hope a higher price of products

【3】It can be inferred from the text that ____

A.retailers should know more about customers’ interest

B.There will be no shoppers who go out in crowds

C.Barnes&Noble’s prices are lower than other companies’

D.Retailers like the switchers more than the loyals

【答案】

【1】D

【2】C

【3】A

【解析】

試題分析: 網(wǎng)絡(luò)營銷中，折價(jià)亦稱打折、折扣，是目前網(wǎng)上最常用的一種促銷方式。往往折扣期吸引大批的網(wǎng)民的關(guān)注和購買。

【1】D細(xì)節(jié)理解題。根據(jù)第一段offer bigger discounts和第二段offer sales and discounts，得知在Cyber Monday這一天，顧客常常光顧網(wǎng)上商店，希望購得打折的商品wait for online retailers’ discounts.故選D

【2】C詞義猜測題。根據(jù)第4段第二句loyals stick to one brand or store得知loyals 注重的是產(chǎn)品牌或者售后商店，而不是產(chǎn)品的價(jià)格或者質(zhì)量。由此便是matter little what price you charge，故選C

【3】A推理判斷題。根據(jù)文章，零售商要知道顧客是哪種類型know more about customers’interest，喜歡哪種品牌，然后采取相應(yīng)措施，這樣才使得折扣和性價(jià)比對(duì)于switchers‖和loyals具有更大吸引力。

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