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Argument65(改).
The following appeared in a memo from the president of a chain of cheese stores located throughout the United States.
"For many years all the stores in our chain have stocked a wide variety of both domestic and imported cheeses. Last year, however, the five best-selling cheeses at our newest store were all domestic cheddar cheeses from Wisconsin. Furthermore, a recent survey by Cheeses of the World magazine indicates an increasing preference for domestic cheeses among its subscribers. Since our company can reduce expenses by limiting inventory, the best way to improve profits in all of our stores is to discontinue stocking many of our varieties of imported cheese and concentrate primarily on domestic cheeses."
From the memo, the president of a chain of cheese stores draws a conclusion that the best way to profits in all the shops is to concentrate primarily on domestic cheese, not the imported ones. To substantiate the recommendation, the president points out the evidence that, at the newest shop, the five best-selling cheeses are the domestic cheddar cheeses made in Wisconsin. In addition, citing the recent suspect survey by Cheeses of the World magazine, subscribers of the survey prefer the domestic cheeses increasingly. This argument suffers from several logical flaws, which render it unconvincing as it stands.
To begin with, the president fails to support the statement that the best-selling cheeses provided throughout the United States are the domestic ones. There is the unwarranted assumption that the newest store’s best selling of the domestic cheddar cheeses, made in Wisconsin, is the type of the condition of overall American domestic cheeses. Perhaps, the tasty of these domestic cheeses, from other parts of nations as New York, Washington, and so on, were not appreciated by residents who even might make preferences to the imported cheeses. Perhaps, other domestic cheeses, except for the cheddar ones, cannot sell well in nationwide stores. Without marketing investigation of most domestic cheeses, he could not recommend the best sell performance of the domestic chesses in America. Let alone concentrate on domestic cheeses to profit.
Even if the domestic cheddar cheeses made in Wisconsin, indeed, are popular with all American, the evidence that the newest stores of the domestic cheddar cheeses best-selling is scant in the argument. Maybe, the selling of cheddar cheeses, only one kind of domestic cheese, does not effectively reflect the sell condition of the domestic ones all over the country. It is entirely possibility that other brands of domestic cheeses were not provided, only these cheddar cheeses on sale resulting in best-selling, in this newest shop. Or, the best selling domestic cheeses in this newest shop maybe discount to attract customers for the opening. If it is the case, selling these domestic chesses might not make a profit for the store.
As for the recent survey by Cheeses of the World, it fails to support that the people throughout the United States prefer the domestic cheeses increasingly. The magazine subscribers, the respondents of this survey, are not statistically significant in number and not representative of overall the American. These subscribers might be most adolescents and the seniors who are not the main group of buying the chesses. Perhaps, subscribers merely prefer the domestic cheese referring in magazine. And the result indicating preference for domestic cheeses is not tantamount to that buying the domestic cheeses in the stores. In these events, president fails to provide apt evidence that subscribers should buy the domestic cheeses and the chain stores can be profitable.
In a sum, the president’s recommendation for only stocking the domestic cheeses to improve profits is unpersuasive, at least based on the memo. To strengthen the argument convincing, the president would have to provide more marketing information about all domestic cheeses throughout the United States, and the evidences that the domestic cheeses were best-selling and a chain of cheese stores could make a profit. |
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