I have never attended a large company's board meeting in my life, but I feel certain that the discussion often takes the following lines. The __11__ of producing a new—for example—toothpaste would make 8 Op the decent price for it, so we will market it at l. 20. It is not a bad toothpaste (not specially good either, but not bad) , and as people like to try new things it will sell well to start with; but the __12__ of novelty soon fades, so sales will __13__ . When that starts to happen we will reduce the price to l. 15. And we will turn it into a bargain by printing 5p OFF all over it, whereupon people will rush to buy it even though it still costs about forty-three percent more than its __14__ price.
Sometimes it is not 5p OFF but lp OFF. What a shame to advertise lp OFF your soap or washing powder or dog food or whatever. Even the poorest old-age pensioner ought to regard this as an insult, but he doesn't. A bargain must not be__15__ To be offered a "gift" of one penny is like being invited to dinner and offered one single pea (tastily cooked), and nothing else. Even if it represented a__16__ reduction it would be an insult. Still, people say, one has to have washing powder (or whatever) and one might as well buy it a penny cheaper. When I was a boy in Hungary a man was __17__ of murdering someone for the sake of one pengo, the equivalent of a shilling, and pleaded __18__ The judge shouted __19__ : "To kill a man for a shilling! What can you say in your __20__ ?" The murderer replied: "A shilling here. . . a shilling there. . . " And that's what today's shopper says, too: "A penny here... a penny there. . . "
A. missed B.defense C.real D.cost
E. anxiously F.attraction G.fairH.expense
I. fall J.angrily K.dismissed L.accused
M. guilty N.faulty O.security
II. D 12. F 13. I 14. G 15. A
16. C 17. L 18. M 19. J 20. A