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演唱会票价上涨是好事(Why concert-goers should welcome dynamic pricing)
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演唱会票价上涨是好事
一个90年代英国传奇乐队将进行万众期待的回归演出，门票迅速售罄。
双语精读
Why concert-goers should welcome dynamic pricing
为什么去演唱会的人应该欢迎动态定价
The hotly anticipated comeback of a 1990s British legend sold out fast. To celebrate its 30th birthday, St. John, a restaurant that pioneered modern British cooking, brought back its menu from 1994, along with prices from 1994.
一个90年代英国传奇乐队将进行万众期待的回归演出，门票迅速售罄。为了庆祝圣约翰餐厅的30岁生日，这家开创了现代英国烹饪的餐厅带回了它在1994年的菜单，而且价格也与1994年一样。
As punters rushed to take advantage, tables were booked up in seconds-leaving most empty-handed. Yet the fate of London's foodies captured less attention than that of the parka-clad fans who missed out on tickets to see the reunion of Oasis, a laddish rock band.
客人们争先恐后地想捡这个便宜，于是桌位在几秒钟内就被预订一空，大多数人都没能订到。然而，这些伦敦食客的命运所得到的关注比不上那些穿着派克大衣、没买到绿洲乐队重组演出门票的粉丝，绿洲是一支少年气质的摇滚乐队。
Owing to algorithmic "dynamic pricing", in which prices of tickets adjust in response to demand, the cost of a standing ticket rose from 135 pounds ($180) to 335 pounds in the time many were queuing online, often for hours, to book.
由于采用了“动态定价”算法，即门票价格根据需求进行调整，因此在许多人线上排队订票的数小时里，一张站票的价格从135英镑（合180美元）涨到了335英镑。
The government swiftly announced a probe. "We'll grip this and make sure that tickets are available at a price that people can actually afford," promised Sir Keir Starmer, Britain's prime minister.
政府迅速宣布将对定价进行调查。“我们会控制住局面，确保门票价格在人们实际能够承受的范围内。”英国首相基尔·斯塔默爵士承诺。
Additional fees for booking certainly look a little like the actions of a rent-seeker. But there is a difference between monopolistic behaviour and allowing prices to respond to demand.
对订票额外收费确实看起来有点像寻租者的行为。但是垄断行为和允许价格对需求做出反应是有区别的。
In fact, dynamic pricing ought to be good for fans. As the contrasting examples of St. John and Oasis show, availability and affordability are in tension.
事实上，动态定价应该是对粉丝有好处的。就像圣约翰餐厅和绿洲的鲜明对比所表明的，可购买性和可负担性之间存在紧张关系。
In St. John's case, ultra-low prices meant demand swamped supply. The menu may have been affordable, yet only for the lucky few who grabbed a table. Dedicated fans of Oasis can at least make the gigs, even if they have to pay through the nose.
在圣约翰餐厅的情况中，超低价格意味着需求淹没了供应。菜单上的价格可能是可以负担的，但只有少数幸运儿能抢到座位。虽然粉丝们不得不付出过于高昂的价格，但绿洲乐队的忠实粉丝至少可以买到票去看演出。
In an ideal market prices reflect the willingness of consumers to pay. If Oasis tickets were sold for 20 pounds-roughly the amount that they cost three decades ago-many would be snapped up by people looking for a cheap night out, rather than genuine devotees.
在理想市场中，价格反映了消费者的支付意愿。如果绿洲乐队的门票售价为20英镑——大致相当于三十年前的价格——那么许多票会被那些只想找个便宜的夜间活动的人抢购，而不是被真正的粉丝买走。
Economists favour responsive prices since they can ensure that both consumer and producer "surplus" is maximised: those who value the good or service most get their hands on it; the seller gets a suitable reward.
经济学家们青睐能响应需求的价格，因为这种价格可以确保消费者和生产者“剩余”都能最大化：那些对商品或服务估价最高的人买到了商品或服务，卖家也得到了合适的回报。
词汇预习
response [高考]
美[rɪˈspɑːns] | 英[rɪˈspɒns]
n. 反应；回答；响应；答复
ensure [高考]
美[ɪnˈʃʊr] | 英[ɪnˈʃʊə(r)]
vt. 担保；保证；使安全；确保
affordable [高考]
美[əˈfɔːrdəbl] | 英[əˈfɔːdəbl]
adj. 支付得起的；不太昂贵的
ideal [高考]
美[aɪˈdiːəl] | 英[aɪˈdiːəl]
adj. 理想的；完美的；空想的；观念的 n. 理想；典范；目标
roughly [高考]
美[ˈrʌfli] | 英[ˈrʌfli]
adv. 粗略地；大约；粗暴地；粗糙地；粗鲁地
booking [高考]
美[ˈbʊkɪŋ] | 英[ˈbʊkɪŋ]
n. 预约；预订
comeback [高考]
美[ˈkʌmbæk] | 英[ˈkʌmbæk]
n. 恢复；东山再起；机智的回答；反唇相讥
seller [高考]
美[ˈsɛlɚ] | 英[ˈselə(r)]
n. 卖方；售货者；畅销品
seeker [高考]
美[ˈsikɚ] | 英[ˈsi:kə(r)]
n. 搜索者；探求者
fate [高考]
美[feɪt] | 英[feɪt]
n. 命运，宿命 vt. 注定
reunion [高考]
美[ˌriːˈjuːniən] | 英[ˌriːˈjuːniən]
n. 团聚；联合
prime [高考]
美[praɪm] | 英[praɪm]
adj. 主要的; 基本的; 最好的; 首选的 n. 鼎盛时期 v. 事先指点; 事先准备
swiftly [高考]
美[ˈswɪftlɪ] | 英[ˈswɪftli]
adv. 迅速地；敏捷地
willingness [高考]
美[ˈwɪlɪŋnɪs] | 英['wɪlɪŋnəs]
n. 乐意；愿意
availability [高考]
美[əˌveɪlə'bɪləti] | 英[əˌveɪlə'bɪləti]
n. 有效；有用；有益；可得到的人(或物)；可用性
demand [高考]
美[dɪˈmænd] | 英[dɪˈmɑːnd]
n. 要求；需求 v. 要求；查问；需要
respond [高考]
美[rɪˈspɑːnd] | 英[rɪˈspɒnd]
v. 回答；响应；反应；反应灵敏；反响 n. [建]壁联；[宗]应唱圣歌
behaviour [高考]
美[bɪˈheɪvjər] | 英[bɪˈheɪvjə(r)]
n. 行为；举止；品行
tension [高考]
美[ˈtenʃn] | 英[ˈtenʃn]
n. 紧张；拉力；张力；紧张状态；[电]电压 vt. 使拉紧；使绷紧
adjust [高考]
美[əˈdʒʌst] | 英[əˈdʒʌst]
v. 调整；校准；调节；使适应
ought [高考]
美[ˈɔːt] | 英[ˈɔːt]
aux. 应该；应当；本该 vi. 应该，应当；大概
minister [高考]
美[ˈmɪnɪstər] | 英[ˈmɪnɪstə(r)]
n. 外交使节；部长；大臣；牧师 v. 照顾；给予帮助
favour [高考]
美[ˈfeɪvər] | 英[ˈfeɪvə(r)]
n. 恩惠；支持；喜爱；偏爱 v. 支持；偏袒；有利于；长得像
dynamic [高考]
美[daɪˈnæmɪk] | 英[daɪˈnæmɪk]
adj. 动力的；动态的；有活力的；【音】力度变化的 n. 动力；动力学
surplus [高考]
美[ˈsɜːrplʌs] | 英[ˈsɜːpləs]
n. 过剩；顺差；盈余 adj. 过剩的；多余的
respond to [高考]
美[rɪˈspɑːnd tu] | 英[rɪˈspɒnd tu]
响应； 对 ... 起反应
in response [高考]
美[ɪn rɪˈspɑns] | 英[in riˈspɔns]
作为回答
ought to [高考]
美[ˈɔːt tə] | 英[ˈɔːt tə]
应该；应当
genuine [高考]
美[ˈdʒenjuɪn] | 英[ˈdʒenjuɪn]
adj. 真诚的；真正的；真实的；地道的
probe [高考]
美[proʊb] | 英[prəʊb]
n. 调查；查究；探针；探测器 v. 用探针测；探测；详细调查
would [高考]
美[wʊd , wəd] | 英[wʊd , wəd]
aux. 将；可能；大概；总会；愿意；will的过去式
grip [四级]
美[ɡrɪp] | 英[ɡrɪp]
n. 紧握；手提包；了解；手柄 vt. 吸引；紧抓
responsive [四级]
美[rɪˈspɑːnsɪv] | 英[rɪˈspɒnsɪv]
adj. 回答的；应答的；易感应的
along with [四级]
美[əˈlɔːŋ wɪð] | 英[əˈlɒŋ wɪð]
与...在一起；在...以外；沿着；随着；（除…之外）又…，加之
booked up [四级]
美[buːkt ʌp] | 英[buːkt ʌp]
全部订完； 没有空位置或房间
be good for [六级]
美[bi ɡʊd fɔr] | 英[bi: ɡud fɔ:]
对 ... 有好处
clad [专八]
美[klæd] | 英[klæd]
adj. 穿衣的；被 ... 覆盖的 v. 给 ... 穿衣；覆盖(clothe的过去式和过去分词)
standing [专八]
美[ˈstændɪŋ] | 英[ˈstændɪŋ]
n. 持续；地位 adj. 永久的；不动的；直立的；不流动的
重点讲解
Why concert-goers should welcome dynamic pricing
为什么去演唱会的人应该欢迎动态定价
anticipate v.
1. 预期；预料
【例】We don’t anticipate any problem.
我们预计不会有任何问题。
【近义词】expect v. 预期
2. 预见并做准备
【例】He anticipated what the interviewers would ask.
他设想了面试官会问什么问题。
3. 盼望；期待
【例】We anticipate a pleasant vacation.
我们很期待度过一个愉快的假期。
【近义词】look forward to （高兴地）盼望
The hotly anticipated comeback of a 1990s British legend sold out fast. To celebrate its 30th birthday, St. John, a restaurant that pioneered modern British cooking, brought back its menu from 1994, along with prices from 1994.
一个90年代英国传奇乐队将进行万众期待的回归演出，门票迅速售罄。为了庆祝圣约翰餐厅的30岁生日，这家开创了现代英国烹饪的餐厅带回了它在1994年的菜单，而且价格也与1994年一样。
anticipate v.
1. 预期；预料
【例】We don’t anticipate any problem.
我们预计不会有任何问题。
【近义词】expect v. 预期
2. 预见并做准备
【例】He anticipated what the interviewers would ask.
他设想了面试官会问什么问题。
3. 盼望；期待
【例】We anticipate a pleasant vacation.
我们很期待度过一个愉快的假期。
【近义词】look forward to （高兴地）盼望
As punters rushed to take advantage, tables were booked up in seconds—leaving most empty-handed. Yet the fate of London’s foodies captured less attention than that of the parka-clad fans who missed out on tickets to see the reunion of Oasis, a laddish rock band.
客人们争先恐后地想捡这个便宜，于是桌位在几秒钟内就被预订一空，大多数人都没能订到。然而，这些伦敦食客的命运所得到的关注比不上那些穿着派克大衣、没买到绿洲乐队重组演出门票的粉丝，绿洲是一支少年气质的摇滚乐队。
miss out on sth 错过（取乐的）机会
【例】I’m coming to the party. I don’t want to miss out on all the fun.
我要去派对的，我可不想错过这么好玩的活动。
Owing to algorithmic “dynamic pricing”, in which prices of tickets adjust in response to demand, the cost of a standing ticket rose from 135 pounds ($180) to 335 pounds in the time many were queuing online, often for hours, to book.
由于采用了“动态定价”算法，即门票价格根据需求进行调整，因此在许多人线上排队订票的数小时里，一张站票的价格从135英镑（合180美元）涨到了335英镑。
miss out on sth 错过（取乐的）机会
【例】I’m coming to the party. I don’t want to miss out on all the fun.
我要去派对的，我可不想错过这么好玩的活动。
The government swiftly announced a probe. “We’ll grip this and make sure that tickets are available at a price that people can actually afford,” promised Sir Keir Starmer, Britain’s prime minister.
政府迅速宣布将对定价进行调查。“我们会控制住局面，确保门票价格在人们实际能够承受的范围内。”英国首相基尔·斯塔默爵士承诺。
probe n. & v.
1. 作名词：探针；调查
【例】to launch a probe into the case
对案子进行调查
【近义词】investigation n. 调查
2. 作动词：调查；探究
【例】to probe into her past
打听她的过往经历
【近义词】investigate v. 调查
Additional fees for booking certainly look a little like the actions of a rent-seeker. But there is a difference between monopolistic behaviour and allowing prices to respond to demand.
对订票额外收费确实看起来有点像寻租者的行为。但是垄断行为和允许价格对需求做出反应是有区别的。
tension n.
1. （关系、局势）紧张
【例】international tension 国际紧张局势
2. 矛盾；对立
【例】the tension between the aims of the leader and the wishes of the team members
队长的目标和队员的愿望之间的矛盾
In fact, dynamic pricing ought to be good for fans. As the contrasting examples of St. John and Oasis show, availability and affordability are in tension.
事实上，动态定价应该是对粉丝有好处的。就像圣约翰餐厅和绿洲的鲜明对比所表明的，可购买性和可负担性之间存在紧张关系。
tension n.
1. （关系、局势）紧张
【例】international tension 国际紧张局势
2. 矛盾；对立
【例】the tension between the aims of the leader and the wishes of the team members
队长的目标和队员的愿望之间的矛盾
In St. John’s case, ultra-low prices meant demand swamped supply. The menu may have been affordable, yet only for the lucky few who grabbed a table. Dedicated fans of Oasis can at least make the gigs, even if they have to pay through the nose.
在圣约翰餐厅的情况中，超低价格意味着需求淹没了供应。菜单上的价格可能是可以负担的，但只有少数幸运儿能抢到座位。虽然粉丝们不得不付出过于高昂的价格，但绿洲乐队的忠实粉丝至少可以买到票去看演出。
dedicated adj. 献身的；热诚的
【例】a dedicated teacher 敬业的老师
a dedicated volunteer 热诚的志愿者
【近义词】committed adj. 尽心尽力的
devoted adj. 孝顺的；忠诚的
pay through the nose 付过高的价钱
【例】She really wanted that designer handbag, even though she had to pay through the nose for it.
她非常想要那只名牌手提包，尽管不得不为此多付不少钱。
【近义词】pay/cost an arm and a leg 花一大笔钱
【拓展】pay for itself 回本
【例】The VIP card will pay for itself after several meals.
吃几顿饭，这个会员卡就回本了。
In an ideal market prices reflect the willingness of consumers to pay. If Oasis tickets were sold for 20 pounds—roughly the amount that they cost three decades ago—many would be snapped up by people looking for a cheap night out, rather than genuine devotees.
在理想市场中，价格反映了消费者的支付意愿。如果绿洲乐队的门票售价为20英镑——大致相当于三十年前的价格——那么许多票会被那些只想找个便宜的夜间活动的人抢购，而不是被真正的粉丝买走。
snap sth up 抢购某物
【例】The train tickets were snapped up within seconds during the Spring Festival.
春节期间，火车票几秒内就抢完了。
【拓展】a snapshot 快照；抓拍的照片
a snap decision 仓促的决定
a snap election 提前选举
Economists favour responsive prices since they can ensure that both consumer and producer “surplus” is maximised: those who value the good or service most get their hands on it; the seller gets a suitable reward.
经济学家们青睐能响应需求的价格，因为这种价格可以确保消费者和生产者“剩余”都能最大化：那些对商品或服务估价最高的人买到了商品或服务，卖家也得到了合适的回报。
surplus n. 过剩；剩余部分
【例】a surplus of corn 玉米生产过剩
trade surplus 贸易顺差
The account is in surplus. 账户有盈余。
【反义词】trade deficit 贸易逆差
be in deficit 出现赤字/亏损
课后练习
How does the ticket selling of Oasis differ from that of St. John?
A. St. John tickets were in ample supply.
B. Oasis tickets were sold at higher prices.
C. Oasis tickets were sold out more quickly.
D. St. John tickets were sold using dynamic pricing.
What is the author's opinion on dynamic pricing?
A. Dynamic pricing benefits genuine fans.
B. Dynamic pricing is a form of rent-seeking.
C. Dynamic pricing should be regulated by the government.
D. Dynamic pricing harms the interest of general consumers.
What would happen if the Oasis tickets were much cheaper?
A. Many fans would be able to buy the tickets.
B. The demand for the tickets would decrease significantly.
C. Non-fans would buy the tickets and sell them at a higher price.
D. Genuine devotees would not have the chance to get the tickets.
What is the ideal price for economists?
A. The highest fixed price to maximize sellers’ profits.
B. The most affordable price for average consumers.
C. A price that discourages sellers from earning rewards.
D. A price that selects the consumers willing to pay more.
