In the first place, the author assumes that addition of the new mall is the cause of the various problems cited. The only evidence offered to support this claim is that the construction of the mall occurred before these problems manifested themselves. However, this evidence is insufficient to establish the claim in question. A chronological relationship is only one of the indicators of a causal relationship between two events.
In the second place, the author has focused only on negative effects the mall has had on the city. A more detailed analysis of the situation might reveal that the positive benefits for the city far outweigh the problems on which the author focuses. For example, new jobs might have been created for the residents of Oak City, and tax revenues might have been increased for the city. Lacking a more comprehensive analysis of the impact of the mail on Oak City, it is presumptuous on the part of the author to conclude that Oak Citys decision to allow the mall to be built was incorrect.
In conclusion, the authors argument is unconvincing. To strengthen the argument the author would have to demonstrate that the construction of the mall caused the various problems mentioned. The author would also have to show that the negative effects of the project outweighed the positive effects.
54. The following appeared in an Excelsior Company memorandum.
The Excelsior Company plans to introduce its own brand of coffee. Since coffee is an expensive food item, and since there are already many established brands of coffee, the best way to gain customers for the Excelsior brand is to do what Superior, the leading coffee company, did when it introduced the newest brand in its line of coffees: conduct a temporary sales promotion that offers free samples, price reductions, and discount coupons for the new brand.
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