[a习作temp] argument171 大家来排砖吧~ [复制链接]

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发表于 2005-2-13 22:42:32 |只看该作者 |倒序浏览

The following appeared in a memo from the marketing director of Bargain Brand Cereals.
'One year ago we introduced our first product, 'Bargain Brand' breakfast cereal. Our very low prices quickly drew many customers away from the top-selling cereal companies. Although the companies producing the top brands have since tried to compete with us by lowering their prices, and although several plan to introduce their own budget brands, not once have we needed to raise our prices to continue making a profit. Given our success selling cereal, Bargain Brand should now expand its business and begin marketing other low-priced food products as quickly as possible.'

正文
In this argument, the author suggests that the company should introduce another low-priced food product to expand its business continually in the reason of that the company, one year ago, succeed in selling their first product at low prices those top-selling cereal companies can not afford. However, some further insight to his diagnoses will uncover several fallacies which make the author’s proposal vulnerable.

There is none more prominent fallacy than that the arguer fails to compare the situation of present market to that of last year, in such aspects as market demand, market taste, market consuming capacity, and so on. It is most probable that some top-grade food products of high quality are popular in the market now, with the company of the improvement of consumers’ economic level and the strengthening of consumers’ notion for healthy lives. In that condition, the company should better convert its policy to invest a high-price product of good quality to meet the customers’ demand. Focusing to make low-price food products all the time may not always add to customers.

Secondly, the author commits a confusion that he wrongly considers the success of the company the same as drawing more customers to buy their products. Indeed, the standard of success of the company is by no means fixed in varies periods of development. In the beginning, the standard to judge whether the company succeed is to see how many consumers it can absorb. At the aim of occupying the market, the company will even lower prices at the cost of profit. However, with the company of having a fix market, the standard of success in sales may change to make profits as lager as possible. But low-price product make small profits and eventually no profit if the price lower than the cost.
Last but not least, the author fails to do a wide market survey to provide enough statistics, before he reach the conclusion, showing how much of the low-prices market the company have covered. If more than 90 percent of customers have been drawn by our company, there is little potential to absorb more customers. Consequently, it is not necessary to market another low-priced food product.

To conclude, this argument is not convincing as it stands. Before we agree with the plan, the arguer must present more information to ascertain that the market conditions today are mostly the same as one year ago. To better evaluate the argument, we would need more facts and statistics regarding the potential to expand the market.

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