首页
登录
职称英语
•Read the article below about marketing management.•For questions 18—20, mark o
•Read the article below about marketing management.•For questions 18—20, mark o
游客
2025-05-19
29
管理
问题
•Read the article below about marketing management.
•For questions 18—20, mark one letter (A, B, C, D) on your answer sheat for the ansuer you choose.
Marketing Management
Playboy’s principal distritution channel until 1979 was a network of approximately 450 nonproprietary retail outlets throughout the United States, many of which also sold other brands of men’s premium shoes. Play boy’s shoes were sold wholesale to retailers at approximately 50 percent of the suggested retail price. Price increases usually were announced in February or August. The company did not offer its retail accounts quantity discounts.
Because producing high-quality men’s dress shoes demanded highly skilled labor and specialized facilities, Playboy’s entire product life had been manufactured at the company’s facility in Lynn, Massachusetts, through our most of the company’s history. As consumer preferences changed and fashion became more important in men’s shoes during the 1970s, Playboy began contracting with outside manufacturers to produce casual shoes that matched Playboy’s quality and feature specifications yet could extend the brand’s franchise to a younger age group. Playboy’s executives labeled these styles "outside" shoes, while those manufactured at the Lynn plant were called "inside" shoes, in 1985, the average prices the retailer paid Playboy for pair of inside shoes was $52 and, for a pair of outside shoes, $34. Variable manufacturing costs per pair of inside shoes were $40. The average cost of a pair of outside shoes to Playboy was $28.
Playboy sold approximately 160 inside shoe styles and 56 styles made by outside mahufacturers, Since there were 80 sizes to each style, Playboy’ total SKUs numbered around 17,280, and it carried an inventory in stock of over 64,000 pairs, Both internal and external production schedules for each style were set in advance, based on sales projections. Playboy rarely did "makeup" (styles not included in its regular product line, manufactured to the specification of a retailer) for a particular retail account.
Each of Playboy’s 16 salespeople was assigned a geographic territory and was responsible for retailer sales and service with the area. Salespeople also were expected to perform "previews" at the beginning of fail and spring seasons as a method of increasing both consumer and trade sales, Previews consisted of a sales presentation at retail store, where the Playboy salesperson would display and explain the company’s entire line to store customers. During the preview, the customer was offered a price promotion of $10 off any pair of Playboy shoes. The retailer was responsible for absorbing the cost of the promotion, while the cost of advertising placed to stimulate retail traffic during the preview was shared between Playboy and the retailer. The Playboy sales person would spend time with the retailer’s salespeople and customers describing the quality and comfort of Playboy shoes. Company management believed that consumers were likely to "trade up" to a higher-priced brand if they understood the features and benefits of premium shoes. The managers believed that retail sales people often missed sales opportunities by assuming that casually dressed customers would not buy expensive high-quality shoes, and one of Playboy’s goals was to have retail salespeople try a pair of Playboy shoes on every customer. For some Playboy retail accounts, close to 30 percent of annual sales were made during the fall and spring previews.
Playboy management tracked the sales of every shoe style. If sales of a particular style slowed, management might elect to replace only the middle sizes, ensuring that Playboy would end up with the most popular sizes of a style before the style was terminated or "closed out". Established retail accounts had the option of purchasing close-outs at a 30 percent discount from the regular wholesale price. A list of close-outs was sent to retail accounts twice each year. Retailers would often try to sell these styles at full retail price to increase their unit margins, then mark them down, as necessary. Close-outs accounted for unit sales of 5,500 to 6,500 pairs of Playboy shoes per year.. [br] Which of the flolwing is NOT true?
选项
A、customers paid a higher price for a pair of shoes during the "preview".
B、The cost of advertising to excite retail trade during the "preview" wass paid for by both Playboy and the retailet.
C、Consumers would possibly buy premium shoes if they know their features and benefits.
D、The fall and spring previews benefit some Playboy retail accounts a lot.
答案
A
解析
“During the preview, the customer was offered a price promotion of $10 off any pair of Playboy shoes.”可看出客户不但不必支付高价,反而会有$10的折扣,故A错误。
转载请注明原文地址:https://tihaiku.com/zcyy/4082703.html
相关试题推荐
Readthearticlebelowaboutacompany’sresults.Choosethebestwordtofille
Readthearticlebelowaboutacompany’sresults.Choosethebestwordtofille
Readthearticlebelowaboutacompany’sresults.Choosethebestwordtofille
•Readthearticlebelowaboutfamilybusinessesandthequestions.•For
•Readthearticlebelowaboutfamilybusinessesandthequestions.•For
•Readthearticlebelowaboutfamilybusinessesandthequestions.•For
•Readthearticlebelowaboutwhyandhowtofindagoodboss.•Choosethebes
•Readthearticlebelowaboutwhyandhowtofindagoodboss.•Choosethebes
•Readthearticlebelowaboutwhyandhowtofindagoodboss.•Choosethebes
Readthearticlebelowaboutwhetherexecutivepaywillriseorfall.In
随机试题
OnedayinSeptember,2001,a7-month-oldsonofanABCproducerinManhattan
不消说,相识的人数是随了年龄增加的,一个人年龄越大,走过的地方当过的职务越多,相识的人理该越增加了。可是相识的人并不就是朋友。我们和许多人相识,或是因了事务关系
Alovemarriage,however,doesnotnecessarily______muchsharingofinterests
CanWeLiveWithoutOurMobiles?Are
对漫性阻塞性肺疾病有重要意义的辅助检查是A.痰液检查B.抗原皮肤试验C.呼吸功能
独立避雷针导通电阻低于500mΩ时应进行校核测试。其他部分导通电阻大于50mΩ时
人在每一瞬间,将心理活动选择了某些对象而忽略了另一些对象。这一特点指的是注意的(
下列统计指标中,属于时期指标的有( )。A.年末人口数 B.产品产量 C.
患者表现为两眼灵活、明亮有神,鉴识精明,神志清楚,反应灵敏,语言清晰。称为A.得
对于境外竞标或收购项目,可能需要附国家发展改革委出具的()。A.确认函件 B
最新回复
(
0
)