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本帖最后由 xdjtf 于 2009-6-16 19:39 编辑
TOPIC: ARGUMENT101 - The following appeared in a memo from the president of a company that makes breakfast cereals.
"In a recent study, subjects who ate soybeans at least five times per week had significantly lower cholesterol levels than subjects who ate no soy products. By fortifying our Wheat-O cereal with soy protein, we can increase sales by appealing to additional consumers who are concerned about their health. This new version of Wheat-O should increase company profits and, at the same time, improve the health of our customers."
The conclusions mentioned above seem at first glance obviously resonable. The result arises from a recent study reveals the correlation between the soybeans and the cholesterol levels, that is, the more you eat the soybeans, the lower level of the cholesterol you will have. However, this study fails to prove the subjects in the experiment have the identical cholesterol level before they take the soy products and therefore it is not sufficient engough to illustrate the effect of the soybeans in lowering the cholesterol levels.
Even if we assume that the soybean is, indeed, effective to reduce the cholesterol level, what the author concludes is still problematic. In the first place, whether adding the soy protein into their Wheat-O cereal can increase sales is still doubtful, in other words, the reason why the auther believes the amount of sales will ascend is it will appeal to the consumers who care about their health. However, it misinterprets the relationship between the soybeans and the soy proteins, that is, there is no apparent evidences showing the effect of soybean is caused solely by the soy protein. On the other hand, even though the soy proteins are as effective as soybean itself, the increase in sales, by means of attracting the health-concerned consumers, perhaps will not happen. Probably these consumers will not favor the taste of this sort of Wheat-O cereal or these consumers wll prefer using other means, which successfully proves to be more effective to lower the level of cholesterol, to eat Wheat-O cereal with soy proteins. Meanwhile, the author fails to consider the competitive opponent firms. There may be other companies which have alrealy been providing this kind of cereal with better taste and services at lower price, and thus have been taking hold a large share of the market.In the second place, by introducing this new version of product, there is no gurantee that the company's profit which depends on various facors like the cost of product, will increase accordingly, for instance, if the process of producing this new version of Wheat-O is more complex and complicated and therefore reqiures more cost, the profits of the company, on the contary, will decrease. Finally, as far as the consumer’s health is concerned, the cholesterol level is not the only facor affecting the health, for instance, the lifestyle they have, the amount of execise they take and so forth have impacts on the health as well. In other words, taking the new version of Wheat-O cereal will not bound to afford the improvement of health.
In sum, the recent study showed in this memo is informative and the suggestions given by the author are, to some extent, helpful. But, unless we comprehensively evaluate the situations in the real world, to conclude the necessity of creating a new product and summarizing its subsequent benefits will possibly be misleading. |
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