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2010.07.07 (Review of 2008.03.04 edition)

A recent study has elegantly demonstrated that you do indeed get what you pay for - if only because you believe you do. A group of people were asked to compare two wines: one bargain-priced bottle and one with a price tag you'd expect on a premium brand. After sampling each wine and knowing only their respective prices, there was general agreement that the much higher-priced bottle tasted better. No surprise, you say? Well, would it surprise you to learn that they were actually the very same bottle of wine?

Don't underestimate the power of today's WordMaster!

Today's Lesson
MARKUP   値上げ額、利幅


  • To mark up (verb) an item is to increase its price.

    The markup (noun) on an item is the amount by which its price is increased, especially the difference between the price a business pays for an item and the price it later sells the item for.
  • mark up (動詞)は、商品の価格を上げる、という意味です。

    markup (名詞)は、商品の価格の値上げされた分の金額のことです。特に、企業が商品を購入する際に支払う価格と、その後に販売する価格の差額をさします。



  1. It's not unusual for wine retailers to mark up their merchandise 70 to 100% over the wholesale price.
  2. (jeweler)
    We mark up our prices so high because it seems to increase the perceived value of the product (= how valuable the customer believes the product is).*
  3. (small-business owner)
    With the new big-box store selling at a 15% markup, I don't see how I'll be able to compete. At 15%, I'd barely be able to pay my overhead, much less earn a profit.
  4. (two hardware store employees)
    a: What's the markup on this item?
    b: $75 over cost. (= $75 more than the store paid for it)
    * We talk about this effect in today's greeting.

英会話レッスンAll the best to you!