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In the argument, the vice president of marketing at Dura-Sock comes to a conclusion that Dura-Sock can increase its profits by give up the patent of "Endure" in the manufacturing process. However, the conclusion is unconvincing, as the arguer dose not provide adequate evidences to indicate attitude of the consumers toward the quality of the sock.
To begin with, the arguer cites a recent study which shows that consumers actually buy new socks every three months, whereas its patented "Endure" guarantees their sock to last for two years. The arguer actually implies that consumers only use the sock three months, and then change another new one. It ostensibly not follows the truth. It entirely possible that the customers rather like the style and color of the sock, and therefore purchase the new products once three months. However, it by no means indicates that they do not care about the quality of the sock. Perhaps they buy it every three months, yet not throw it till it worn out. Hence, the arguer is hasty to draw the conclusion in that he dose not provide the perspective of the consumers.
In addition, the conclusion based on another survey in northeastern US. cities, which demonstrate that customers in these cities appreciate the stylish appearance and brilliant colors of the sock most. However, only individuals some cities in northeastern US cannot represent all consumers. Thus, the survey itself lack of validation. Moreover, the arguer points out that the customers like the stylish appearance and different colors of the sock, assuming that it is the only factors that determine the consumers' choice. In fact, it entirely possible that not only do the consumers value the appearance, but also they evaluate the quality of the products when purchase it. If they find the quality of the products decrease, they may alter their choice to buy many other brands.
Finally, the arguer states that the Dura-Sock will improve its profits from abdicate the use of the patent manufacturing process. However, he dose not provide any evidence to support his assumption that abdicating the patent will benefit the sock and ultimately improve the profits. Perhaps the uniqueness of the Dura-Sock is the "Endure" rather than the appearance. Even if the splendid appearance calls people's attention to the sock, the singular points of the products is the patent, which cannot be replaced by products of many other brands. After all, fashion like colors or stylish may change year by year, and can be easily substituted, while endurance is the distinctive that ensure the company keep mighty in the campaign with others.
In conclusion, the argument is not compelling due to several flaws in logic. To make it more persuasive, the arguer should provide more evidence concerning the direct perspective of the consumers toward their products and cite more telling survey which can represent all the popularity.
[ 本帖最后由 钢琴宝宝 于 2008-2-5 23:53 编辑 ] |
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