A65The 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."
1 国产奶酪在新店卖的好,也许是因为在搞促销,所以买的人多.
2 杂志的调查结果也很可疑.定杂志的有多少人?能代表所有的消费者么?
3 论断卖国产奶酪就能使利润增加,这个说法不可靠.没准国产奶酪虽然销量大,但是盈利少,反而比不上进口的.
In light of the five best-selling cheeses at the newest store were all domestic cheeses and a survey indicates that there is an increasing
preference for domestic cheeses, the arguer recommends that if the company discontinues stocking imported cheese and focuses on
the domestic ones, they will expect an improvement in profit. The statement seems convicted at the first glance, however I am afraid
there are some flaws in it.
The satisfactory sales in the newest store last years seem an overwhelming advantage of the domestic cheeses. However, there are
many factors that the arguer fail to take into account that might be the really reason for the sale. Perhaps the domestic cheeses were
on sale since the newly opened store hoped to attract consumers, thus it is hard to say the domestic cheese could maintain such an
inspiring sales in the future. What is more, assuming that the domestic cheeses sells well in the newest store, it is too hasty for the
arguer to assert that they could earn profit in all stores by concentrating primarily on domestic cheeses.
The result of the survey is another seemingly powerful reason the arguer present to support his or her assertion. But there is no
information manifesting how many people in the whole nation subscribe this magazine and how many subscribers respond to the survey. It is very likely that only a few people read that magazine and not many of those who prefer imported cheeses send their papers back.
If the answers are not in favor with the arguer, it is very risky for the company to take the measures proposed by the arguer into effect.
Finally, the conclusion of the arguer that the company will improve its profit is not convincing even if there is a preference for domestic
cheese among people. The reason for the popularity of domestic cheeses might be their low price which might lead to low profit, while
the imported cheeses provide a much higher profit for their high price.
In sum, I agree that it is very possible that the company improves their profit in the future. However, further detailed surveys should
be carried out and more information about the market should be collected before any actions taken out.