４．The following appeared in a memorandum from the CEO of Volare Airlines.
“Even though our record last year of on-time takeoffs and arrivals was not as good as that of several other major airline companies, our total revenues were among the highest of any airline. Clearly, an on-time record is not the passengers’ first concern, and so we should not risk reducing our revenues by trying to improve our record. Instead, we should try to attract new passengers by announcing a program of incentives and discounts. Consider that Flugel Airlines saw ridership increase last year after it lowered fares on its most popular routes, whereas Aero Airlines lost customers even after its president appeared on television to apologize publicly for flight delays.”
Discuss how well reasoned . . . etc.
５．The following appeared in a memorandum from the marketing department to the general manager of the Swiftville Gazette.
“Newspaper readership is on the rise once again, so the Swiftville Gazette can abandon its plans to replace the editor-in-chief and to launch a costly subscription drive. Newly released results of a national study show that the nation’s top five daily newspapers are enjoying increased circulation for the first time in years. Therefore, the Gazette can expect to become a profitable enterprise for the first time since the editor-in-chief was hired. Moreover, since people are once again interested in the news, we can streamline our operations by dropping some of our ‘extras,’ such as the gardening column, the real estate section, and the local sports news.”
Discuss how well reasoned . . . etc.
６．The following appeared as part of a business plan created by the general manager of the Multon Electronic Company.
“In response to complaints from customers about the difficulty of installing and operating Multon’s products, Multon Electronic Company tried an experiment. The Customer Service Department has long suspected that customers are not reading the instructions that are included with every new purchase, and so it inserted a gift coupon at the end of every instruction manual.Because only 75 people returned the coupons in a three-month period last year, Multon Electronics has proved its point that customers are not reading the instructions. There is, therefore, only one sensible way to solve this problem: the Customer Service Department must provide every new customer with an instructional videotape.”
Discuss how well reasoned . . . etc.
７．The following is a memorandum to the president of the EZ-Manufacturing Company from the manager of cafeteria services.
“Offering pizza in our cafeteria has proved extremely profitable. To further increase our profits from pizza sales, we should switch to PDQ Pizzeria to supply our pizza. PDQ pizza was twice voted the ‘best pizza’ in the neighboring town of Hamiltonia in an on-line survey of Hamiltonia Gazette readers. The PDQ branch in our town sells pizzas for only slightly more than our cafeteria currently does and offers free daily delivery. Switching to PDQ Pizza will clearly improve satisfaction with our cafeteria and hence increase the cafeteria’s profits.”
Discuss how well reasoned . . . etc.
８．The following appeared in a memorandum from the marketing department of Reel magazine.
“In order to determine the cause of the recent decline in sales of our magazine, we sent a survey to customers who have cancelled their subscription during the last nine months. Results indicate that 80 percent of the 450 respondents feel that Reel contains too many ads. In order to retain current customers and win back customers who have cancelled their subscriptions, we should reduce
the number of ads. This solution will not only improve customer satisfaction but also increase our revenue by boosting magazine sales.”
Discuss how well reasoned . . . etc.
欢迎光临 国际顶尖MBA申请交流平台--TOPWAY MBA (http://forum.topway.org/)
