語彙解析
YourTurn—該你了—
1Price價錢
「價錢是生意往來，買賣交易中最重要的討論話題。從定價、調價，到殺價，商人們不知費了多少時間、精力與唇舌才達成共通的協議?!您也想知道怎麼樣表示自己對價格高低的接受或拒絕嗎？請看本章的實例說明。
價錢
價格實用表達語
skimming price最高利益獲取價；吸脂價格𡂴skim嘷當動詞，有「撇取液體表面浮物的解釋。而𡂴skimming嘷在商業上則有其引申之意，指「獲取最高利益的定價策略。這種策略通常用在一項新穎的產品剛上市時，非但因產物本身的特殊性吸引消費者，更因尚無競爭對手，使製造商可任意抬高價位，而獲得最大可能之利潤。skimming price即指「廠家最高獲利之價格。」
market price市價商品在市場上由供給扣需求情形所決定的價格。
flexibility in the price structure價位伸縮性flexibility，彈性。𡂴price structure則可解為「價格幅度。flexibility in the price structure乃指某產品之既定最高至最低價錢的伸縮空間。
price ceiling價位上限，最高價ceiling，天花板；引申為「上限」，經常用來指財經商業方面的最高幅度限制。相反詞則為price floor——最低價位、下限；floor原意「地板。
basis price基本價basis，基礎。basis price，一項商品或服務未含其他附帶或額外服務的價格。
competitive price競爭價格competitive原是「競爭性的，在此暗示「有競爭潛力的。一個能夠在市場上與其它同類產品較勁的產品價格通常是屬於較低位，或中等的價格。
price war價格戰當各廠商、銷售商為促銷產品，競向削價比賽，不計後果，而使得市價大亂，此是為價格戰。消費者在這場戰爭中通常扮演贏家，但如不懂看緊荷包，可能也會遭受損失。war，戰爭。
loaded price附加費用價格loaded，有負荷的。這個名詞是指過度超越產品成本的價格。通常為提供某種額外的服務（如特別包裝；在時間急迫的情況下完成要，或者受銷售策略影響，而把產品售價極不合理地提高。
cost price生產價格cost，成本花費。這個說法即指產品在未附加任何其他費用之前的生產成本價格。另外，cost price也可解釋為買下一批貨時所應付的費用，又稱成本價格。
invoice price發票價格invoice，發票、收據。「發票價格即是針對一商品登記在供應商的發票上的價格。
mark up/advance/increase漲價表達「漲價的說法很多，基本上這些動詞的意思為：增加、前進或上揚。這三種說法同字亦可當名詞，用法變為a mark-up/advance/increase in price。
mark down/fall/cut跌價表達price goes down，降價的意思，亦均可以用上述的字來代替；同樣地，這些字亦可當名詞用，用法亦為a mark-down/fall/cut in price。
實例
某家公司的銷售部經理(A)和財務部經理(B)為新產品的定價持相反意見，而且各有說辭。
A:I really think this price is too high. A price has to be based on costs and the profit you want.我真的認為這個價錢太高。價錢是要根據成本和你所想要的利潤而定。
B:I know. But pricing has to be based on what customers want, which differs from place to place and time to time.我知道。但是訂價也須以顧客的需要為基礎，而這種需要是會因時、因地而異的。
A:Yes; experience shows that the same product is priced differently in different markets. But why so much higher in this market?沒錯。根據經驗，相同產品在不同的市場會訂出不同的價錢。但為什麼在這個市場要訂這麼高？
B:There are many rich people in this area, so a skimming price is OK𠹵𠹵and even needed, because they think only a high price means a good product.這個地區多得是有錢人，所以最高利潤價是行得通的，甚至可以說是必要的。因為他們認為只有高價位才能代表好東西。
A:But the market prices for other similar products are much lower. Buyers will notice the flexibility in the price structure, and buy from other companies.但其他家同類產品的市價就會顯得非常低，買主會注意到價格上的差異，而轉買其他公司的產品。
B:I don't think so. I think the others will have to raise their price ceiling to make customers believe their products are also as good.我可不認為。我倒相信其他同行將提高他們價格的上限才能讓顧客相信他們的產品和我們的一樣好。
experience shows that. . .根據經驗顯示…通常用這樣的句子開頭語是為了強調以下的論點乃依客觀的觀察和實際經驗而定，並非個人主觀的想法或憶測。自然地，如此的說法聽起來就比「我個人認為…有說服力得多。相似的說法為：
It's well-known that. . .（well-known），眾所皆知的。
It's common know-ledge that. . .common knowledge，常識
1㹀high［ a.高的
2㹀be based on. . .依據……，以……為標準。base，為動詞，「立基於……之意；這個片語的介系詞on亦可用upon代替。
3㹀cost成本；費用。
4㹀profit利潤。
5㹀differ相異。此字用法為differ from (with). . .嘷——「和……不同。文中differ from place to place是說「一處與另一處不同。」
6㹀area地區。
7㹀mean意指；有……之意義。
8㹀notice注意。
9㹀raise抬高；舉起。此字有「提高」之解釋，可用於多方面，例：raise one's voice（高聲說話；或指生氣而大聲說話、raise one's eyebrow（揚起眉毛........即睜大眼）、raise a smile（綻開笑容等）。
10㹀be sure about. . .相信……；對……確定。
11㹀make customers believe使顧客相信。make為使役動詞，後面只能加原形動詞。
語句改寫
以下是公司同仁(A、B)對新產品標價所表示的意見，請利用課文的實用表達語，將圈出來的部份改為更簡潔、更專業：
Ａ：I suggest a high price for our new product.
Ｂ：I agree with you. This is a higl-tech product that takes time and money to develop. It's necessary for us to raise the price limit.
Ａ：I've made an investigation into the products of our competitors. Their qualities aren't as good as ours. Also there is little difference in prices be tween diffrent brands.
Ｂ：That's right. The current price in the market of other similar products are low. Our products are especially designed for the growing number of rich people.
Ａ：We will make big profits before we meet any real competitions.
語彙複習
她說：「誰知道答案的，舉手。」She said：your hand if you know the answer.
華西街（蛇巷位於台北最古老地區之一的萬華）。Snake Alley is located in Wan-hwa, one of the oldest in Taipei.
雖然Jenny和Jill是姐妹，但是她們幾乎對每件事的看法都不同。Though Jenny and Jill are sisters, they with each other on almost everything.
通常我們的行銷策略均依據市場調查報告和顧客反應而定。Our marketing policies are usually made on morket reports and customer reactions.
王太太因為老公沒注意到她的新髮型而氣憤非常。Mrs. Wong was very angry because her husband did not her new hair style.
這些產品的原料成本很低。The of the materials for these products is very low.
您是什麼意思？What do you?
大家可在市面上發現許多進口的玩具。People can see a lot of imported toys .
Ans⑴Ans
1.a skimming price1.Raise
2.the price ceiling2.areas
3.flexibility in the price structure3.differ from
4.The market price4.based
5.hotice
6.cost
7.mean
8.in the market
實例
一位供應商(A)支持他的中盤商(B)對市面上價格之波動抱著「以不變應萬變的態度；但這樣的價格策略真的最好嗎？有沒有隱憂呢？
A:You know, I think it's smart to stay with the same low price. Your customers will be pleased.我認為把價格維持在低價位真是明智之舉。你的顧客群會滿意的。
B:We think that the basis price should stay low. Its wrong to raise prices just because market demand is going up fast.我們認為這基本價是該維持在低價位，不能因為市場的需求攀升就哄抬價錢。
A:Right. With such competitive prices, your regular customers will buy only from you, and I'm sure you'll get a lot of new customers.，有這樣的競爭價格，你的老主顧還是會向你們買，而且我確信你們還會再吸收更多的新顧客。
B:I'm just afraid we might start a price war. The bigger companies might lower their prices to try to take our customers away and close us down.只怕我們剛展開了一場價格戰。大公司可能會試圖利用較低價把我們的顧客拉走，甚至讓我們倒閉。
A:If later they try to compete with you by lowering their prices, I think the consumers would know they were offering loaded prices and would feel cheated.如果他們過一陣子為了和你們競爭而降價，那消費者應該就知道這些公司原來的定價高得不合理，會覺得受騙上當。
B:Well, I don't think the consumers would know unless someone tells them.唉，但我可不相信消費者會明白這種事實，除非有人指出來。
I'm just afraid that. . .我擔心……，我恐怕……
afraid，害怕、不安。
在此句型中引申為“我恐怕……”，而通常在that後面所引述的事情有否定意味。這也是說話中表示「不能完全同意的實用句型，尤其在商業談判中很少有人會直接說NO，而用此開頭語表達心中疑慮。同義的用法：
My fear is that. . .
My only hesitation is that. . .（hesitation，疑慮）。
smart聰明的。
stay保持原狀不變；停留。
pleased高興的；被取悅的。
market demand市場需求。demand，在此為名詞，有「需求銷路的意思。
regular定期的；通常的。regular customer(s)，老顧客，常客。
buy from. . .向……購買；買……的產品。
lower降低（相反詞為raise）——昇高。
ｔake把……帶走、搶走。
close someone down v.使某人關門大吉；使某人倒閉close down，為英式口語，「關門，倒閉」之意。
compete with與…競爭。
consumer消費者。
offer出價；提出。
cheat欺騙。feel cheated，感覺受騙了。
語句改寫
以下是買主(A)與供應商(B)對價格問題所展開的對談。請利用實用表達語，改寫圈出來的部份，使語句更簡潔、更專業：
Ａ：This is an unfairly high price! Much higher than it used to be!1.
Ｂ：You know we can't stay with the price without any extra charge. With the packing and special delivery you asked, we have to raise the price.
Ａ：Could you lower the price? You must know that all companies are cutting prices to have a larger market share.There is a out there in the market.
Ｂ：With the extra services you asked, I don't think there is any supplier cankeep a price that is lower than that of other competitors.
Ａ：If you can't give us a discount，I'm afraid we can't do business with you.
語彙複習
目前我們還無法決定生產計劃，要等看出市場需求量才行。We cannot decide on the production plan yet, we must wait to see how big the is.
是我們的常客之一。Daniel Smith is one of ourcustomers.
由於經營不善凡凡玩具公司上個月倒閉了。Because of bad management, Fun Fun Toy company waslast month.
我們給媽媽一份驚喜的禮物，她高興極了。Mom was so when we gave her the surprise gift.
全家人都疼愛Jilian，因為她實在是聰明機伶。Everyone in the family loves Jilian for she is so.
最近已有許多消費者報怨蔬菜價格的高漲。Recently a great number of have complained about the highrising price of vegetables.
我們深信沒有人能在設計這方面與我們媲美。We believe nobody can us in the designs.
自從其他競爭廠商降價以來，顧客就不再買我們的產品了。Ever since our competitors lowered their prices, customersdon't us any more.
Ans⑴Ans
1.a loaded price1.market demand
2.the basis price2.regular
3.price war3.closed down
4.a conpetitive price4.pleased
5.smart
6.consumers
7.compete with
8.buy from
實例
買賣雙方為了一批產品的價碼磋商多回；這一次再晤面，都決定應該互讓一步，也好順利結束長期的談判。
A:Can't we find a price that's within my company's reach? Negotiations have been going on too long.應該談出個敝公司能接受的價碼了吧?!這次的談判進行得夠久了！
B:Agreed. But we need to find a price that is good for both sides.沒錯。但我們總要訂一個對雙方都有利的價錢！
A:To be honest, if you keep holding off for a lower price we won't be able to have a deal, because we won't be able to make a profit.說真的，那您若是繼續想壓低價錢，我們是很難談出結果的，因為這樣我們公司會一毛也賺不到！
B:OK. You say your cost price is 100 for each unit, and you want a 20% profit. That's 120 per unit. Would you accept a 7% profit if we doubled the order?好吧！您說貴公司成本價是每單項100元，還要維持20％的利潤，那就是單價120元。如果我們訂單加一倍，您能接受7％的利潤嗎？
A:That would mean a price of 107 per unit, which I think is still too low. If you can accept 110 per unit, we have a deal.那就是每單項降低為107元。這價錢我認為還是太低。如果您可以接受110元，那就成交。
B:An invoice price of 110? I'll have to check it with my boss, but I think we can accept those terms.指發票價格嗎？我得和老板商量一下，不過，我想這個條件可以接受。
To be honest, . . .老實講…，說真的honest，誠實的。這樣子的句子開頭語，經常可見於一般會話當中；就等於中文的：「老實說，憑良心講…。若要說明是對某人說真話，即直接用介系詞with聯接在商業談判中，To be honest with you,. . .是常常聽到的用語。其他說法有：To tell you the truth, . . . （truth，事實）。To be frank, . . .（frank嘷，坦誠的）。
Within my company's reach本公司所能接受的。within，在……範圍內；reach，可達的距離、範圍；within one's reach即「某人能力所及之限度內」。
negotiation協商；談判。
go on繼續；持續。
side邊，面。此字可指（敵我的邊或方）。
hold off耽擱；𡂴hold嘷原意有「站住不動的解釋。
make a profit賺一筆；賺錢。𡂴profit嘷盈利。
unit一個、一件；單位。
per每一。
accept接受（有「同意的暗示」）。
double加倍。
We have a deal.我們生意成交了！𡂴have a deal嘷，是說「做一」（這筆生意）；在商談之中以乾脆、決定性的口氣說此話，則指「這筆生意敲定了！」
term（尤指契約上的條件、約定）。
語句改寫
以下是批發公司的兩位同事(A、B)，對供應商提出的價錢發表看法。請利用課文的實用表達語與句型，改選圈出來的部份，使語句更簡潔、生動：
Ａ：How muth is the price on the supplieis invoice?1.
Ｂ：US$ 50 for each unit.
Ａ：sounds fair. I'm glad that the price we pay for resale doesn't go up.
Ｂ：In fact, it's even lower than what it used to be. The supplier has brought down their price to secure our order.
Ａ：It helps us bower our list price. We can definitely takeaway more new customers will sucl a competitwe price.
語彙複習
打75折，這是本公司所能接受的折扣。25％ discount is my company's.
Andrew給我打了個招呼，又繼續他的素描。Andrew waved to me and on his sketch.
Ming故意拖延繳錢時間，想等商人把電視修好才給。Ming off paying for the Tv set on purpose until the dealer fixed it.
盎司是重量的一個單位。An ounce is a of weight.
Alice每一個禮拜都要上健身房一次。Alice usually exercised in the gym week.
請接受這份薄禮，它代表我們對你的感謝。Please this, it is a tolken of our appreciation.
去年到現在，價錢就漲了兩倍。The price has since last year.
伊拉克願意接受和平的條件了。Irag was willing to accept of peace.
Ans⑴Ans
1.the invoice price1.within, reach
2.our cost price2.went
3.To be honest(or, To tell you the truth; To be frank)
3.held4.unit5.per
6.accept
7.doubled
8.term
總複習
實用表達語
以下是一項產品從最高價（500到成本基本價（100的價格伸縮幅度。請應用本章的實用表達語，完成以下對各種價格的描述：
1.NT$ 500：
2.NT$ 450：
3.、NT$ 200：
reasonable price, middle priceNT$ 150：
4.NT$ 100：
5.、句型演練以下是公司兩位同事(A、B)對廣告活動所表示的看法。請利用本章句型，根據語意完成以下會話：
Ａ：the advertising campaign you proposed is not appealing.說實話，對方提議的廣告活動並不吸引人。
Ｂ：Oh, in what way?
Ａ：It's not creative enough. We've done activities such as giving away round-trip tickets for many times.
Ｂ：But②customr response to these activities was strong.但經驗顯示顧客反應良好。
Ａ：③they won't be interested in the same old stuff any more.恐怕顧客不再喜歡老套了。
Ans⑴Ans
1.flexibility in price structure
2. price ceiling
3.skimming price. loaded price1.To be honest
(or, To tell you the truth; To be frank)
4.competitive price5.cost price, basis price2. Experience shows that
(or, It's well-known that)
3.I'm just afraid that(or, My fear is that; My only hesitation is that)
定價：160元
