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Argument 55
In order to introduce its own brand of coffee, Excelsior Company memorandum
proposes as the the best strategy conducting a temporary sales promotion that
offers free samples, price reductions, and discount coupons for the new brand.
This memorandum is based on three facts: (1) coffee is an expensive food item;
(2) there are already many established brands of coffee; (3) Superior, the leading
coffee company used just such a sales promotion. This argument, as it stands,
shows little business shrewdness, for three reasons:
(1) The arguement unfairly assumes that a promotional plan works for one company
will also works for another.
(2) The argument rests on the assumption that Excelsior Company has the ability to
carry out a promotional strategy similar to that of Superior
(3) The argument took it for granted that the temporary sales promotion employed
by Superior is a successful one. However, no evidence is provided in this argument
to support this assumption. |
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