12.6GMAT机经已换，换库后的最新GMAT阅读机经。GMAT 阅读机经的重要性相信大家都已经有所了解，如果在考场中能够碰到机经的话，往往在考场为自己节省不少时间。即使在实际考试中没有遇到机经，也往往会让考生在考前对GMAT阅读出题方式，难度等有了一定了解，为此澳际小编特收集整理GMAT阅读机经，希望对大家有所帮助。

　　两种定价策略

　　一、文章主旨

　　P1：介绍两种新的定价策略(pricing strategy)：撇脂定价法(skimming pricing)和渗透定价法(penetration pricing);

　　P2：作者推荐使用skimming pricing，给出了两个理由，又说了skimming pricing的缺点，作者认为缺点不要紧、没关系。

　　二、段落大意

　　P1：介绍两种新的定价策略。

　　由于最近经济的发展，以前用的stable pricing 已经不适用了，取而代之的是另外两种pricing strategy：skimming pricing and penetration pricing。Skimming pricing是指在产品刚上市的短期时间内，趁产品还很有竞争优势，maximize short-term price，等别人的产品优势赶上来了，再减价。其实也就是，先把价格定在短期利润最大化或者价格最大化的基础上，争取在短期时间内获得最大的利润，然后再降价，这种方法可以在短期达到maximum profit，但商品价格会降得很快;Penetration pricing是指在产品上市时定一个比较低的价格，目标在于争取market share增加sales volume。

　　P2：由于现在的市场竞争太激烈，产品竞争优势很难保持，(好像是说较低的价格也不容易争取到市场份额，penetration pricing所追求的长期目标，即increase market share and sales volume，是无法实现的)，更加适用close to短期利润最大化或者价格最大化的定价策略，即还是采用skimming pricing比较好。解释原因：

　　(1)现在新商品刚出来至别的竞争者的产品还没出来的这段时间在减少。(the time of few competition or no competition for the new products is shortened.) 即新商品刚开发出来的时候，别的竞争者还没有开发出可与其竞争的商品的时间在减少，直接导致产品的生命周期很短，所以在最短时间内回收成本会比较好, 虽然在这之后商品常常降得比预期的快。企业采用Skimming pricing则能从maximize short-term price中来recover research and development costs。(考古：有题，问为什么这么说);

　　(2) 采用penetrate pricing的目标在于保持长期的优势，但是现在产品在更替太快，所以长期根本都不存在。

　　当然skimming pricing也有缺点，比如skimming会让价格下降很快，所以compress了research等费用。(skimming price会compress research investment on new product.)最后一句，作者说，skimming虽然牺牲了long-term的发展, 但是他(作者)认为没关系, 因为这些产品no future，意思应该是指产品周期很短, 根本没有未来可言, 当然是尽量在短时间内回收成本, 再投入研发新产品比较重要。

　　三、题目

　　Q1. 文章主旨：

　　介绍两种不同定价方法，推荐了其中一个并适用于某一个情况。

　　Q2. 问作者说“skimming会让价格下降很快所以compress了research等费用”这句话in order to?【Compress: press something into a smaller space应该是“压缩研发费用”的意思】

　　指出了skimming的不足;

　　其他选项：也有人选了指出skimming的优点。(小编趋向于前者，请本月狗主修正)

　　Q3. 为什么说“可以short term提高利润，然后很快cover investment and research cost”? cover investment and research cost ，问为什么这么说?

　　Q4. 文章暗示什么情况下选skimming price strategy/ skimming适合哪种情况?

　　选这个产品有monopoly(关键词)的时候，文章中没直接说monopoly，但是从文章中可以判断一定选这个选项。

　　有狗主选的是“当产品刚出来时有一个短期的近乎垄断(monopoly)的状态的时候“。

　　Q5. 关于"inferior product" inference?

　　定位第三段。

　　有狗主选得是“对第三段的superior product取非”。

　　Q6. 忘了

　　Ans：作者在现在的市场条件下,是支持skimming price的。

　　Q7. 为什么现在skimming运用的多?

　　四、备注

　　参考阅读:

　　pricing strategies - skimming

　　定义： The practice of‘price skimming’ involves charging a relatively high price for a short time where a new, innovative, or much-improved product is launched onto a market.

　　Price Skimming Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time. It is a temporal version of price discrimination/yield management. It allows the firm to recover its sunk costs quickly bore competition steps in and lowers the market price.

　　The objective with skimming is to “skim” off customers who are willing to pay more to have the product sooner; prices are lowered later when demand from the “early adopters” falls.

　　Price skimming is sometimes rerred to as riding down the demand curve. The objective of a price skimming strategy is to capture the consumer surplus If this is done successfully, then theoretically no customer will pay less for the product than the maximum they are willing to pay. In practice it is impossible for a firm to capture all of this surplus.

　　成功因素： The success of a price-skimming strategy is largely dependent on the inelasticity (无弹性)of demand for the product either by the market as a whole, or by certain market segments.

　　High prices can be enjoyed in the short term where demand is relatively inelastic. In the short term the supplier benits from ‘monopoly profits’, but as profitability increases, competing suppliers are likely to be attracted to the market (depending on the barriers to entry in the market) and the price will fall as competition increases.

　　The main objective of employing a price-skimming strategy is, therore, to benit from high short-term profits (due to the newness of the product) and from fective market segmentation.

　　There are several advantages of price skimming

　　Where a highly innovative product is launched, research and development costs are likely to be high, as are the costs of introducing the product to the market via promotion, advertising etc. In such cases, the practice of price-skimming allows for some return on the set-up costs

　　By charging high prices initially, a company can build a high-quality image for its product. Charging initial high prices allows the firm the luxury of reducing them when the threat of competition arrives. By contrast, a lower initial price would be difficult to increase without risking the loss of sales volume

　　Skimming can be an fective strategy in segmenting the market. A firm can divide the market into a number of segments and reduce the price at different stages in each, thus acquiring maximum profit from each segment

　　Where a product is distributed via dealers, the practice of price-skimming is very popular, since high prices for the supplier are translated into Highmark-ups for the dealer

　　For ‘conspicuous’ or ‘prestige goods’, the practice of price skimming can be particularly successful, since the buyer tends to be more ‘prestige’conscious than price conscious. Similarly, where the quality differences between competing brands is perceived to be large, or for offerings where such differences are not easily judged, the skimming strategy can work well. An example of the latter would be for the manufacturers of ‘designer-label’ clothing.

　　Limitations of Price Skimming

　　There are several potential problems with this strategy.

　　It is fective only when the firm is facing an inelastic demand curve. If the long run demand schedule is elastic (as in the diagram to the lt), market equilibrium will be achieved by quantity changes rather than price changes. Penetration pricing is a more suitable strategy in this case. Price changes by any one firm will be matched by other firms resulting in a rapid growth in industry volume. Dominant market share will typically be obtained by a low cost producer that pursues a penetration strategy.

　　A price skimmer must be carul with the law. Price discrimination is illegal in many jurisdictions, but yield(产量) management is not. Price skimming can be considered either a form of price discrimination or a form of yield management. Price discrimination uses market characteristics (such as price elasticity) to adjust prices, whereas yield management uses product characteristics. Marketers see this legal distinction as quaint since in almost all cases market characteristics correlate highly with product characteristics. If using a skimming strategy, a marketer must speak and think in terms of product characteristics in order to stay on the right side of the law.

　　The inventory turn rate can be very low for skimmed products. This could cause problems for the manufacturer&aposs distribution chain. It may be necessary to give retailers higher margins to convince them to enthusiastically handle the product.

　　Skimming encourages the entry of competitors. When other firms see the high margins available in the industry, they will quickly enter.

　　Skimming results in a slow rate of stuff diffusion and adaptation. This results in a high level of untapped(未使用的) demand. This gives competitors time to either imitate the product or leap frog it with a new innovation. If competitors do this, the window of opportunity will have been lost.

　　The manufacturer could develop negative publicity if they lower the price too fast and without significant product changes. Some early purchasers will feel they have been ripped-off. They will feel it would have been better to wait and purchase the product at a much lower price. This negative sentiment will be transferred to the brand and the company as a whole.

　　High margins may make the firm inficient. There will be no incentive to keep costs under control. Inficient practices will become established making it difficult to compete on value or price.

　　以上就是GMAT阅读机经的整理，其中有各个段落的大概意思，还有相关题目的出题方式，希望对大家有所帮助。最后祝大家都能考出好成绩。

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