argument131 第4次作业

zyb_iceUID: 2417356

111.The 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."

最近一次对于Dura-Sock使用者的调查表明我们公司用于其专利生产方式"Endure"上的钱是浪费的，这种方式使我们生产的袜子足以使用两年。Dura-Sock一直在做广告宣传它使用"Endure"方式，但这次新调查显示一般Dura-Sock的消费者每三个月就买一双Dura-Sock袜子。而且，在位于美国北部城市我们最大的商场回应调查的Dura-Sock消费者说他们最欣赏Dura-Sock时尚的外观和众多颜色的选择。这些事实说明Dura-Sock可以通过停止使用"Endure"生产方式来增加盈利。

Before canceling Dura-Sock’s use of "Endure" manufacturing process, the evidence given in the argument should be examined from several other angles. The researchers who conducted the study seem to have assumed their can increase its profits by discontinuing the use of "Endure" manufacturing process without examining any other factors which may have affected the results of the study.

First of all, the fact that customers purchases new Dura--Socks every three months don't indicate the purchaser pay no attentions to the qualities of the sock. In the above study, we know nothing about customers' reflections and advices about the endurance or the softness of the product. It is possible that is the qualities of the sock indeed attract the public focus. They not only purchase the newest one but also use the older one for a long time. If the customers consist of young man or woman particularly the players or dancers, therefore, this sock is a reasonable choose when wears it to playing football and practicing ballet for its elasticity and anti-friction. Moreover, sometimes, only one sock is not enough for three months, they may preacher more frequently.

We might also ask: can the survey in the largest market in northeastern represent the total condition of the whole country? The public often own different preference according to various background, status and incomes. If the preachers are young modern women who often lay more stress on stylish appearance and beautiful colors and less on its internal merits, as well as the color and stylish is the fashionable choice during that period. In fact, the people who shopping in the largest market is more wealthy than others who consumes in grocery and plaza, so the survey in the largest market don't indicate the truly situation of the whole market.

Furthermore, administrators fall to considerate the potential loses and the variable direction of the market when stop applying the "Endure" manufacturing process. What to do with the existed machines and workers? Should they be trained to suit to the newest manufacturing process or introduced to another company? If the employees are 40s or 50s, the course of learning new manufacturing process is more difficulty for their lack of time and capacity of studying. On the other hand, the company might lose the constant clients and customers. Do they order the newest production as readily as before. It is harder to estimate loses when the clients and customer turn to the adversarial company in the multivariant and fierce complete time.

In conclusion, any legitimate survey must be strictly controlled and include a broad cross-section of the population, it is more primarily to considerate the change of the market. The researchers and administrators fail to do that.

[ 本帖最后由 zyb_ice 于 2007-12-4 23:04 编辑 ]