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In this argument, the arguer recommends that Bower Builders(BB) include whirlpool tubs and larger kitchens as standard features in their new homes. To justify his claim, the arguer cites the example of Domus Construction(DC), a competitor of BB who sold much faster and at higher prices by building homes with whirlpool tubs. In addition, the arguer reasons that BB should decrease the size of their yards since their recent purchaser have no complaints about small yards. This argument suffers from several critical fallacies.
In the first place, the survey conducted nationwide only reveals people's desired home features but not their real demand. It is highly possible that they do want homes with whirlpool tub and a large kitchen, but they can't afford that because of lack of money. Without any evidence of people's real demands in houses they want to buy, the survey may be of little use in deciding which style should the company adopt.
In the second place, the arguer unfairly assumes that the whirlpool tubs are the only significant factor of people's decision of purchasing a house. However, there may be a number of other factors which influence people's decision. For example, maybe the position of the houses built by DC is more convenient in transportation. Maybe the qualities of the houses are better. Maybe the designs are more desirable. Without accounting for and ruling out these alternative reasons, the arguer cannot convincingly conclude that DC sold houses much faster and at higher prices just because of the whirlpool tubs.
Finally, the arguer fails to convince us that the same measures take would result in the increase of our sales and profits. Even if the design with whirlpool tubs and larger kitchen will content many people, they may not want to buy BB's houses due to other reasons. It is not hard to imagine that if the quality of a house or the environment (for example, noisy environment) around it is not favorable, no matter how much the design and equipments cater to the customers, they just will not buy it.
Additionally, the arguer commits a fallacy to arbitrarily decrease the yards to increase their profit. The evidence that recent buyers have voiced no complaints about small yards lends no support to the decision because they might be discontent with the small yards but did not say that.
In conclusion, the arguer's claim based on the gratuitous assumption that it is because of the whirlpool tubs and the large kitchens that DC sold much faster and at higher prices. To strengthen the recommendation, the arguer would have to provide evidence that the whirlpool tups and large kitchens are the reason why people like to buy DC's houses. In addition, the arguer would also need to prove that BB will have a better sale by taking the same measures and those smaller yards will not affect the content of BB's houses and cause a decrease in its sales.
[ 本帖最后由 c0053 于 2007-7-6 19:27 编辑 ] | 
发表于 2007-7-6 17:51:37
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