Argument65 谁也写了这篇？互改？

chengnicoleUID: 2216897

TOPIC: ARGUMENT65 - The following appeared in a memo from the president of a chain of cheese stores located throughout the United States.

"For many years all the stores in our chain have stocked a wide variety of both domestic and imported cheeses. Last year, however, the five best-selling cheeses at our newest store were all domestic cheddar cheeses from Wisconsin. Furthermore, a recent survey by Cheeses of the World magazine indicates an increasing preference for domestic cheeses among its subscribers. Since our company can reduce expenses by limiting inventory, the best way to improve profits in all of our stores is to discontinue stocking many of our varieties of imported cheese and concentrate primarily on domestic cheeses."
WORDS: 381          TIME: 0:29:33          DATE: 2006-7-9

The president of a chain of cheese stores tends to persuade us that the best way to improve profits in all stores will be concentrate on domestic cheeses while discontinue stocking imported cheeses. Though the reasoning seems acceptable, it suffers in several serious fallacies.

First of all, the president thinks the success of five domestic cheddar cheeses from Wisconsin in the newest store last year can ensure the success of all domestic cheeses in all stores in the future. It is not a convincing supporting to his or her recommendation on the profit increase. The case can only prove that the customers of that newest store prefer cheddar cheeses from Wisconsin. It is possible that there was an opening promotion on the five cheeses. Or, maybe last year the quality of imported cheeses were not so good comparing with the domestic ones. No evidence mentioned can warrant the future success of domestic cheeses in that store, let alone all stores.

Secondly, the survey quoted as a critical supporting to the president's opinion is unfortunately problematic as well. Inadequate information about the survey weakens its credibility. Without learning more about sample size, location, background, research procedures, among other factors, we cannot be persuaded by the results. Probably not all the subscribers of that magazine responded to the survey, or the questionnaire design or the contents of the magazine contained some suggestions to the respondents about the preference on domestic cheeses, such as national pride, domestic cheese development, promotion, and so forth. All these possibilities would affect the accuracy of the survey results.

Thirdly, the president seems ignore the real status of their products. The chain of stores has stocked a wide variety of both domestic and imported cheeses for many years. It is highly possible that the loyal customers come to the stores since there are the right places they can find both choices. Or, the reputation of the chain is based on the most kinds of imported cheeses they are offering.

In sum, the president should not hasty reach the conclusion only with one survey result and one successful case in the newest store. To improve profits of the stores, more review on the current product status, management, marketing, and sales strategy should be taken to determine the right decision.

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