GMAT考试:Argument写作范文二十八
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55.      
   This company memorandum2 recommends that Excelsior conduct a temporary sales promotion3 for its new brand of coffee that includes offering free samples, price reductions, and discount coupons4. This recommendation is based on the fact that Superior, the leading coffee company, used just such a promotion to introduce the newest brand in its line of coffees. This argument is unconvincing because it relies on three questionable5 assumptions.

      First of all, the argument rests on the assumption that a promotional strategy that works for one company will work for another. However, Excelsior and Superior may not be sufficiently6 similar to warrant this assumption. Promotional techniques that work for a leader with established name recognition for its brand of coffees may be ineffective for a company with no similar name recognition new to the brand coffee market. Accordingly, Excelsior might be better advised to employ some other strategy, such as a media advertising7 plan, to first attain8 broad name recognition.

      The argument also depends on the assumption that Excelsior can afford a promotional plan similar to Superior's. However, free samples, price reductions, and discounts all reduce profits and may actually result in temporary losses. While a leading company with other profitable products in the same line can absorb a temporary loss, for a fledgling competitor this strategy might be very risky9 and may even result in business failure.

      Finally, the argument relies on the assumption that Superior's promotional campaign for its newest coffee was successful. However, the memo1 provides no evidence that this was the case. It is possible that the promotion was entirely10 ineffective, and that Superior remains11 the leader in its field despite this small failure. If so, Excelsior may be ill-advised to follow Superior's promotional strategy.

      In conclusion, the two companies are too dissimilar to justify12 the recommendation that Excelsior model its promotional strategy on Superior's. To strengthen the argument, the author of the memo must establish that Excelsior has sufficient operating capital to launch the recommended sales campaign, and that this strategy would be more effective than another strategy, such as using extensive media advertising.
56.       
   Because Healthy Heart fitness centers experienced no significant increase in member usage as a result of building a new indoor pool, the author cautions other health dub13 managers against installing new features as a means of increasing member usage, instead, they are advised to lower membership fees. This argument is flawed in two critical respects.

      First, the conclusion that installing new features at fitness centers will not increase member usage is based on too small a sample to be reliable. The only evidence offered in support of this conclusion is the fact that Healthy Heart fitness center did not experience an increase. Unless it can be shown that Healthy Heart is typical of all fitness centers, the fact that it experienced no increase in member usage is not grounds for concluding that all fitness centers will experience similar results.

      Second, the author fails to consider other possible reasons why building an indoor pool failed to increase Healthy Heart's member usage. Perhaps Healthy Heart's members are primarily interested in body-building rather than cardiovascular exercise, or perhaps they prefer racquetball; or perhaps they just don't like swimming. Reasons such as these would help to explain why the addition of a new indoor pool failed to increase member usage. The author's failure to investigate or even consider other possible explanations for Healthy Heart's poor results renders the conclusion based upon them highly suspect.

      In conclusion, the author's argument is not convincing. To strengthen the argument it would be necessary to show that Healthy Heart fitness center is typical of all fitness centers. Additionally, the author would have to show that other possible reasons for the lack of increase in member usage could be eliminated.



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1 memo 4oXzGj     
n.照会,备忘录;便笺;通知书;规章
参考例句:
  • Do you want me to send the memo out?您要我把这份备忘录分发出去吗?
  • Can you type a memo for me?您能帮我打一份备忘录吗?
2 memorandum aCvx4     
n.备忘录,便笺
参考例句:
  • The memorandum was dated 23 August,2008.备忘录上注明的日期是2008年8月23日。
  • The Secretary notes down the date of the meeting in her memorandum book.秘书把会议日期都写在记事本上。
3 promotion eRLxn     
n.提升,晋级;促销,宣传
参考例句:
  • The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
  • The clerk was given a promotion and an increase in salary.那个职员升了级,加了薪。
4 coupons 28882724d375042a7b19db1e976cb622     
n.礼券( coupon的名词复数 );优惠券;订货单;参赛表
参考例句:
  • The company gives away free coupons for drinks or other items. 公司为饮料或其它项目发放免费赠券。 来自辞典例句
  • Do you have any coupons? 你们有优惠卡吗? 来自英汉 - 翻译样例 - 口语
5 questionable oScxK     
adj.可疑的,有问题的
参考例句:
  • There are still a few questionable points in the case.这个案件还有几个疑点。
  • Your argument is based on a set of questionable assumptions.你的论证建立在一套有问题的假设上。
6 sufficiently 0htzMB     
adv.足够地,充分地
参考例句:
  • It turned out he had not insured the house sufficiently.原来他没有给房屋投足保险。
  • The new policy was sufficiently elastic to accommodate both views.新政策充分灵活地适用两种观点。
7 advertising 1zjzi3     
n.广告业;广告活动 a.广告的;广告业务的
参考例句:
  • Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
  • The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。
8 attain HvYzX     
vt.达到,获得,完成
参考例句:
  • I used the scientific method to attain this end. 我用科学的方法来达到这一目的。
  • His painstaking to attain his goal in life is praiseworthy. 他为实现人生目标所下的苦功是值得称赞的。
9 risky IXVxe     
adj.有风险的,冒险的
参考例句:
  • It may be risky but we will chance it anyhow.这可能有危险,但我们无论如何要冒一冒险。
  • He is well aware how risky this investment is.他心里对这项投资的风险十分清楚。
10 entirely entirely     
ad.全部地,完整地;完全地,彻底地
参考例句:
  • The fire was entirely caused by their neglect of duty. 那场火灾完全是由于他们失职而引起的。
  • His life was entirely given up to the educational work. 他的一生统统献给了教育工作。
11 remains 1kMzTy     
n.剩余物,残留物;遗体,遗迹
参考例句:
  • He ate the remains of food hungrily.他狼吞虎咽地吃剩余的食物。
  • The remains of the meal were fed to the dog.残羹剩饭喂狗了。
12 justify j3DxR     
vt.证明…正当(或有理),为…辩护
参考例句:
  • He tried to justify his absence with lame excuses.他想用站不住脚的借口为自己的缺席辩解。
  • Can you justify your rude behavior to me?你能向我证明你的粗野行为是有道理的吗?
13 dub PmEyG     
vt.(以某种称号)授予,给...起绰号,复制
参考例句:
  • I intend to use simultaneous recording to dub this film.我打算采用同期录音的方法为这部影片配音。
  • It was dubbed into Spanish for Mexican audiences.它被译制成西班牙语以方便墨西哥观众观看。
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