argument111 【kito作业】

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第二十四次作业
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argument111
【题目】The following appeared in a memo from the vice president of marketing
at Dura-Sock, Inc. （2005年2-9月总频19次）

"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."
【翻译】
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。
【提纲】
1、三个月买一双袜子不带表对耐用性不重视，也不带表买了新的就不穿旧袜子
2、调查是否有效？北部城市可能本身人们就倾向于时髦，不一定代表所有顾客的想法？且调查的样本容量如何？是否随即选择？ 而且也没有证据显示耐用性他们不看重
3、停止使用Endure，未必保证生产出来的袜子还受欢迎，从而增加盈利。也许成本下降了，但收入下降的更快；而且也没有对比别的生产方式
4、增加盈利还有其他的途径；比如开发新品种，扩大宣传增加销售等等
【正文】（444words）
In the memo, the arguer asserts in haste that in order to make Dura-Sock more profitable, it should stop using its “Endure manufacturing process”, based on a study and a survey. However, a careful scrutiny reveals its illogical points as follows.

To begin with, the major problem is the result of the study that the average Dura-Sock customer actually purchases new Dura-Socks every three months does not convince us that the consumers does not concern with the endurance of the socks, and also buying new Dura-Socks every three moths does not means they, the customers, will not wear the old socks at all after buying new ones. Any of these inferences, if true, would make the study lend little support to the argument.

Secondly, the validity of the survey quoted by the arguer is open to doubt. For one thing, what about the sample? Is it big enough or selected randomly to keep the survey effective? There is no such information provided in the argument, which give us enough reasons to suspect the validity of the survey; for another thing, the survey was taken in Dura-Sock’s largest market in northeastern United States cities, and thus we can’t rule out the possibility that the customers there essentially prefer fashion and popularity, of course concerning with stylish appearance and availability in many colors most. If it is true, the sample of the survey would not prove to be representative.

In addition, stop using Dura-Sock’s “Endure manufacturing process” will not surly follows with profit increasing ,in that endurance are the most typical characteristic of the socks, and we can not ensure socks produces by other manufacturing process will still keeping popular to increase profits. Even if discontinuing “Endure” may cut down some cost of socks, however, if the revenue declines as consequence, the final net profit may also decline. Before completely comparing with other manufacturing processes, the arguer could not unfairly draw the conclusion that Dura-Sock can increase its profits by discontinuing its use of the "Endure" manufacturing process.

Finally before I come to my conclusion, I would like to point out another flaw in the argument, that is, the arguer fails to consider other possible ways to increase Dura-Sock’s profit except discontinuing using the “Endure” manufacturing process. For example, it can provide new kinds of socks maybe with new design to the market or enhance selling by more advertising and so on.

In sum, the study and the survey quoted by the arguer in the memo are both lending little support to the argument. To make Dura-Sock more profitable, the method stopping using "Endure" manufacturing process may not be the most effective, compared with possible ways.

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