新编商务英语泛读bookunitB

Pricing

（Ⅱ）

Newwordsandexpressionsmonopolyn.垄断；专卖Monopolyenterprise/monopolypowerActn.法案；法令Discriminationn.差别对待，歧视Pricediscrimination---价格歧视/差别取价Discriminatev.Deceptiveadj.骗人的，靠不住的Deceptivepricing---欺骗性定价Withhold---Misinterpret---v.误解，曲解Misinterpretation---n,误解TacticsStandingGroupdiscussionWeknowthatinplannedeconomy,thegovernmentintervenedalotintheeconomy;whileatpresent,doyouthinkitisstillnecessaryforthegovernmenttoregulatepricesinamarketeconomy?Pleasegiveyourreasons.Whatpracticesareillegalinthematterofpricing?Whatgoalsshouldonehaveinmindwhensettingthepriceofaproduct?StructureReadingcomprehensionParagraphtwo:Whatisthecentralideaofthefederallaws?(topreventunfaircompetitionandmonopoly)Whatismonopoly,accordingtoourpassage?Whatarethemaincontentsofthelawsmentionedinourpassage?MonopolyIntheory,anindustrywhereonefirmproducestheentireoutputofamarket.Inpractice,intheUKanyonefirmthathas25%ofamarketisconsideredtohavemonopolycontrol.原指站在市集的高地上操纵贸易，后来泛指把持和独占。

在资本主义经济里，垄断指在生产集中和资本集中高度发展的基础上，1个大企业或少数几个大企业对相应部门产品生产和销售的独占或联合控制。

垄断（或者称卖者垄断），一般指唯一的卖者在一个或多个市场，通过一个或多个阶段，面对竞争性的消费者---与买者垄断(Monopsony)刚刚相反。垄断者在市场上，能够随意调节价格与产量（不能同时调节）。ThemajorformsofMonopolyTrust（托拉斯；垄断的最高形式）Cartel（卡特尔）Syndicate（辛迪加）Konzern

（康采恩）ChineseAntimonopolyLaw

(adoptedatthe29thsessionoftheTenthNationalPeople'sCongressonAugust30,2007)TheShermanAntitrustActof1890TheClaytonActof1914TheRobinson-PatmanActof1936Paragraph3-8Whatpricingactivitiesshouldthegovernmentkeepaneyeon?Pricingfixing(maybethereisaminorspellingmistakeinourbooks:pricingmixing)定价Pricediscrimination价格歧视Resalepricemaintenanceresalepricemaintenance

(美国厂商之间关于)不得低价转售商品的规定Deceptivepricing

beconcernedwith:beinvolvedin;interveneinsth.c.f.:beconcernedabout:beworriedabout;payattentiontosth.ParagraphfourWhatactcanberegardedas“pricingfixing”?Whatarethebehaviorsofpricingfixing?Itisanagreementbetweenbusinesscompetitorstosellthesameproductorserviceatthesameprice.or:theestablishingofpricesatadeterminedlevel,eitherbyagovernmentorbymutualconsentamongproducersorsellersofacommodity.conspire:tojoininasecretagreementtodoanunlawfulorwrongfulactoranactwhichbecomesunlawfulasaresultofthesecretagreement共谋；阴谋ParagraphfiveInwhatsituationdoespricediscriminationexist?thepracticeofofferingidenticalgoodstodifferentbuyersatdifferentprices,whenthegoodscostthesame.ParagraphsixWhydomanufacturersgiveretailpricesfortheirgoods?Andwhywasthissortofbehaviorabolishedlater?Resalepricemaintenance:istheeffectofrulesimposedbyamanufactureronwholesaleorretailresellersofitsownproducts,topreventthemfromcompetingtoofiercelyonpriceandthusdrivingprofitsdownfromtheresellingactivity.Themanufacturermaydothisbecauseitwishestokeepresellersprofitable.SuchcontractprovisionsareusuallylegalunderUSfitmargin:aratioofprofitabilitycalculatedasearningsdividedbyrevenues.Itmeasureshowmuchoutofeverydollarofsalesaretailbusinessactuallykeepsinearnings.剩余价值量或利润量同预付总资本的比率。它表示的是资本增值的程度。利润率

repeal:torevokeorwithdrawformallyorofficially撤销废除withhold:toholdback;refrain保留；抑止Paragraph7－8Whatarethetwokindsofdeceptivepricing?Misinterpretedcreditterms信用术语的曲解Misinterpretedsaleprices销售价格的曲解WhatcontentdoestheConsumerCreditProtectionActcover?Whatbehaviorshouldbepunishedbylawconcerningthesale?TohaveasalebasedonanartificialpriceTheConsumerCreditProtectionActof1968－whichlaunchedTruthinLendingdisclosures－waslandmarklegislation.Forthefirsttime,creditorshadtostatethecostofborrowinginacommonlanguagesothatyou--theconsumer--couldfigureoutwhatthechargesare,comparecosts,andshopforthebestcreditdeal.authentic:notfalseorcopied;genuine;realerode:toeatintooraway;destroybyslowconsumptionordisintegration侵蚀市场营销观念(Themarketingconcept)

•企业应以目标顾客及其需求为中心，集中企业一切资源和力量，适当安排市场营销组合手段，从而比竞争者更好地满足顾客的需求，达到扩大销售，取得长期合理的利润的目的。GoalsofPricingDoesasuccessfulbusinessonlymeanagreatprofit?Whatarethegoalsofpricingmentionedinthispart?ToobtainaspecificmarketshareToachieveaspecificreturnfromsales(or:togaincertainamountofprofit)Tomeetcompetitionsacrifice:todisposeof(goods,property,etc.)regardlessofprofitParagraph11-13Whatis“marketshare”?thespecificpercentageoftotalindustrysalesofaparticularproductachievedbyasinglecompanyinagivenperiodoftime市场份额Whatis“marketposition”?市场地位Whatshouldacompanydotomaintainitsmarketposition?succeeding:subsequent随后的Paragraph14-15Whatistargetreturn?目标收益(thedesiredprofitreturn)指一个厂商希望用成本加成的方法所获得的合意的收益率。

Whatistheaimofsettingsuchatargetreturnonsales?utility:apublicservice,asatelephoneorelectric-lightsystem,astreetcarorrailroadline,orthelike公用事业Paragraph16－19Inwhatindustrycanyoufindthecompany’smajorpricinggoalis