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111The following appeared in a memo from the vice president of marketing at Dura-Sock, Inc.
"A recent study of Dura-Sock wearers suggests that our company is wasting the money it spends on its patented "Endure" manufacturing process, which ensures that our socks are strong enough to last for two years. Dura-Sock has always advertised its use of the "Endure" process, but the new study shows that the average Dura-Sock customer actually purchases new Dura-Socks every three months. Furthermore, Dura-Sock customers surveyed in our largest market, northeastern United States cities, say that they most value Dura-Sock's stylish appearance and availability in many colors. These findings suggest that Dura-Sock can increase its profits by discontinuing its use of the "Endure" manufacturing process."
套用了下模板。。。BS我吧
(1) 一项最近的消费者调查显示,他们提议我们公司在耐久工艺上浪费钱。调查的人群是什么,什么背景决定什么样的消费模式,我们公司不能失去低端消费者,这是一项长久的发展战略
(2) 仅仅是东北地区的调查不能代表全市场,或者我们应该根据市场情况的特殊性而针对性的作出战略,而不是一叶障目
In this memo, the vice president of marketing at Dura-Sock, Inc recommends discontinuing its use of the “Endure” manufacturing process in order to increase its profits. To support this, the vice president cites several facts: (1)a recent study shows that the average Dura-Sock customer actually purchases new Dura-Sock every three months though the socks have great quality are strong enough to last for two years, and wears suggest that our company is wasting the money it spends on its patented "Endure" manufacturing process. (2) The survey in the largest market in northeastern United States shows that the customers mostly value Dura-Sock’s stylish appearance and availability in many colors. Close scrutiny of each of these facts, however, reveals that none of them lend credible support to the recommendation.
To begin with, the wearers’ suggestion in recent survey does not necessarily indicate that all the customers of our company uphold the same opinion. People from different cultural backgrounds and different social classes have different demand for consumption. Perhaps the wearers surveyed are mostly from wealthy class, they are extravagant and luxurious, for that matter, they think it’s not necessary to devote so much money in the “Endure” manufacturing process. However, people from low-income class are frugal and abstentious; they want the socks to be strong enough to last as soon as possible, even more than two years. In short, until surveying all the customers from different fields we can not accept the suggestion easily.
Furthermore, the survey in northeastern United States can not present the whole country. As far as I know, the northeastern is the richest part of United States. Maybe people in this area prefer stylish appearance and availability in many colors than people from other areas. So, it’s not typical enough to be the evidence to make the conclusion that we should discontinue the use of the "Endure" manufacturing process. To be honest, we should make different market strategies on the basis of different area. What’s more, people’s capability of consumptions and favors of fashion should also be involved in consideration.
To sum up, the recommendation from surveyed customers is not persuasive and powerful enough, which render it unconvincing as it stands. To bolster the recommendation, the vice president should make an amply general survey of people’s favor and the capability of consumption. In this way, the conclusion acquired would be more convincing and persuasive. |
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