Argument 158 提纲

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Argument 157/158
Arg 158 Pet store needs ads-o

157) The following appeared in a memo from the marketing director of Top Dog Pet Stores.

Five years ago Fish Emporium started advertising in the magazine Exotic Pets Monthly. Their stores saw sales increase by 15 percent after their ads began appearing in the magazine. The three Fish Emporium stores in Gulf City saw an even greater increase than that. Because Top Dog Pet Stores is based in Gulf City, it seems clear that we should start placing our own ads in Exotic Pets Monthly. If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again.

Write a response in which you examine the stated and/or unstated assumptions of the argument. Be sure to explain how the argument depends on these assumptions and what the implications are for the argument if the assumptions prove unwarranted.

158) The following appeared in a memo from the marketing director of Top Dog Pet Stores.

Five years ago, Fish Emporium started advertising in the magazine Exotic Pets Monthly. Their stores saw sales increase by 15 percent. The three Fish Emporium stores in Gulf City saw an even greater increase than that. Because Top Dog has some of its largest stores in Gulf City, it seems clear that we should start placing our own ads in Exotic Pets Monthly. If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again.

Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.



G1: Five years ago, Fish Emporium started advertising in the magazine Exotic Pets Monthly.
G2: Their stores saw sales increase by 15 percent.
G3: The three Fish Emporium stores in Gulf City saw an even greater increase than that.
G4: Because Top Dog has some of its largest stores in Gulf City,

C1: it seems clear that we should start placing our own ads in Exotic Pets Monthly.
C2: If we do so, we will be sure to reverse the recent trend of declining sales and start making a profit again.


A1 (G1, G2, G3): Advertising is the main reason why the sales increased.

A2 (G1, C1): Things did not change much over the 5 years.

A3 (G4, C1): The Top Dog stores and Fish Emporium stores are similar and can benefit from the advertising in the same way.

A4 (G4, C1): The top God stores in Gulf City contribute a large part of its overall sales revenue and has the potential to grow further.

A5 (C2): Profits could increase when the sales increased.


evidence about why Fish Emporium increased sales by 15% at the time and in what ways the increase was related to the advertising

- maybe at the time the economy was growing stronger and the demand increased
- perhaps at the time the company introduced some new products that were very attractive
- maybe the company hired a new sales director that are extremely competent
- if the increase in sales was not due to the advertising,  


evidence about why Fish Emporium had greater increase in sales in Gulf City and in what ways the increase was related to advertising
- maybe the customers in Gulf City had a traditional loyalty to the brand
- perhaps the sales director or other staff in Gulf City were particularly well trained
- maybe Exotic Pets Monthly was very popular in Gulf City at the time


evidence about whether the stores in Gulf City would benefit from the advertising and how important are the benefits of the advertising for Gulf City stores relative to other stores
- perhaps the sale volume of Top Dog in Gulf City has been pretty good and there is little room for further improvement (then the marginal return of further advertising would be limited)
- perhaps the sale was very poor in Gulf City due to issues that could not be addressed through advertising (poor services; incompetent sales teams)
- maybe there is a better advertising agent in Gulf City





Argument范文与提纲目录(tesolchina)
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