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212.The following appeared in a memorandum from the new president of the Patriot car manufacturing company.
'In the past, the body styles of Patriot cars have been old-fashioned, and our cars have not sold as well as have our competitors' cars. But now, since many regions in this country report rapid increases in the numbers of newly licensed drivers, we should be able to increase our share of the market by selling cars to this growing population. Thus, we should discontinue our oldest models and concentrate instead on manufacturing sporty cars. We can also improve the success of our marketing campaigns by switching our advertising to the Youth Advertising agency, which has successfully promoted the country's leading soft drink.'
In this argument, the arguer concludes that the company should discontinue our oldest models and concentrate instead on manufacturing sporty cars. To support the conclusion, the arguer points out that the numbers of newly licensed
drivers are increasing rapidly. However, this alone neither constitutes a
logical argument in favor of the conclusion nor provides compelling support
making the argument sound. The arguer ignores certain important concerns,
which must be addressed to prove. In my point of view, the argument suffers
from three flaws.
First of all, whether the increases in the numbers of newly licensed drivers
can lead firsthand to increase the sales of Patriot cars , it is not sure
because we do not know whether these new drivers will buy new cars. There is
another possibility that these drivers already have their own cars and since
they may not achieve the legal age, they can not get the license and do not
allow to drive the car. But now, they are permitted to drive the car, so they
have no need to buy a new car. Moreover, can they affirmatively buy the
Patriot cars instead of other cars? We, from the statement, can confirm that Patriot cars have not sold as well as its competitors' cars, so these companies have possible to introduce their conductors to these new drivers.
In addition, we do not know that whether people satisfy and choose the sporty
cars rather than old models. Maybe the company is famous with its old models
cars which is the real reason people want to buy. But if the company
discontinue oldest models before they have thorough investigation, they will
possibly lose all the markets. So they should product some careful
investigations before making the final decision.
Finally, the Youth Advertising agency has successfully promoted the country's
leading soft drink, however, it is not different between cars and drink. People can not buy a car optionally as well as they buy cheap drink because the difference of the two prices are too distinct. Furthermore, whether the Youth Advertising agency has similar experience to advertise for high-priced
products. It is not insured that the advertisement will be successful and the
cars will sell well in terms of the advertising agency without any experience
about advertising for cars.
To sum up, though the argument seems to be plausible, in fact, it is neither
sound nor persuasive. Not only does it leave out such key issues, but also
cites in the analysis the evidence, which does not lend strong support to what the arguer claims. To make the argument more convincing, the arguer would have to take the following conditions into consideration: try their best to sell
cars to those new drivers; find a good advertising agency which has abundant
experience; ensure that people will buy new sporty cars instead of old model
cars. If the argument includes given factors discussed above, it would have
been more thorough and adequate. |
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