Finally, the argument relies on the assumption that Superiors promotional campaign for its newest coffee was successful. However, the memo provides no evidence that this was the case. It is possible that the promotion was entirely ineffective, and that Superior remains the leader in its field despite this small failure. If so, Excelsior may be ill-advised to follow Superiors promotional strategy.
In conclusion, the two companies are too dissimilar to justify the recommendation that Excelsior model its promotional strategy on Superiors. 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 dub 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.
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