BEC高级真题词汇解析:”High-low strategy”

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High-low strategy-高/低价策略

High-low strategy:High–low pricing/strategy is a type of pricing strategy adopted by companies, usually small and medium-sized retail firms, where a firm charges a high price for an item and later when the item’s popularity has passed, sell it to customers by giving discounts or through clearance sales.The basic type of customers for the firms adopting high–low price will not have a clear idea about what a product’s price would typically be or must have a strong belief that “discount sales = low price” or they must have strong preference in purchasing the products sold in this type or by this certain firm. (维基百科)

例句:Instead, she decided to use a high-low strategy, which is generally known as loss-leading. { 例句出处:《剑桥BEC高级真题集第三辑:P119》}



High-low pricing involves alternating between high and low prices. Initially, the product is offered at a high price, which establishes the value of the item in the minds of consumers. The price is then reduced, for example, through a sales promotion or by offering coupons. The lower price soon seems like a bargain to consumers.

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