argument219

斑马慢蓝黑乱UID: 2788017

219.The following appeared in a memorandum from a vice president of the Megamart department store chain.
"For the third year in a row, the average household income in our country has risen significantly. That prosperity means that families are likely to be spending more time and money on leisure activities. Megamart stores should therefore concentrate on enlarging and promoting its line of products typically used in leisure activities: athletic and outdoor equipment, televisions, gourmet cooking equipment, and luggage and travel accessories."


In this argument, the vice president of the Megamart concludes that Megamart stores should concentrate on enlarging and promoting its line of products typically used in leisure activities because of the increase of the average household income and the time spent on leisure activities. At first glance, it seems convincing, but further reflection tells me that it lacks good reasons. A careful examination of this Argument would reveal how groundless it is.

First of all, the argument puts up with a wrong premise. The increase of the average household income can’t account for that people will spend more time and more money on leisure activities. Maybe the price level would rise along with the increase of the household income, which might be a heavy burden for common families. Just look around the house price on the main cities, you’d be scary and then make great efforts to save money, let alone waste money on the unnecessary activities. It’s not difficult to image that people would prefer to eat something good rather than play when it comes to the high price of the vegetables like the garlic.

Secondly, the average increase can’t represent common improvement. Under some circumstances, it demonstrates severe division between the rich and the poor. The rich will become richer while the poor become poorer. On one hand, the rich are busy earning money, they have not so much time for leisure activities. On the other hand, the poor are always worried about living the better life, so they can’t be addicted to the entertainment. Thus the average increase of the household income may even reduce the frequency of the leisure activities.

Thirdly, the products typically used in leisure activities provided by Megament may not be popular with the consumers. For example, the great demand of the athletic and outdoor equipment is necessary for people, nevertheless, those who want to take part in the outdoor leisure game prefer the products from professional sporting goods store instead of the supermarket where seems just provide the daily applicants . Therefore if supermarket can’t promote the quality of the products and make itself known widely, the campaign of enlarging and promoting its line of products can’t produce results.

To sum up, the increase of the incomes doesn’t mean the sales of production soars. And only concentrating on enlarging and promoting its line of products typically used in leisure activities may not fit the supermarket. Megament should find a better way to make more profits.