ARGUMENT-The following appeared in a memo from the vice president of marketing at Dura-Sock, Inc."A recent study of our customers suggests that our company is wasting the money it spends on its patented Endure manufacturing process, which ensures that our

In this argument, the arguer claims that the company should stop the Endure manufacturing process to seek more profit. This conclusion is based on the premises that customers prefer the appearance of product rather than the endurance. The recommendation's logic is faulty, however, since it relies on several shaky assumptions to bridge the gap between it premises and conclusion.

To begin with, the validity of the survey is doubtful. Lacking information about the number of customers or wears surveyed and the number of actual respondents, and about how the survey was conducted, it is impossible to access the validity of the results. For example, if 200 customers were surveyed but only 2 of them responded and they are not even the actual wears, they will not offer exact and valuable information. Or if only leading questions were asked, such as how often will you buy a pair of sock or which kind of patterns will you choose, etc. Those are questions that have little relationship with the theme and they may lead customers to echo with limited answers. Without ruling out these interpretations, the results would be highly unconvincing.

Secondly, the author falsely assumes the company should devote their money and energy into designing new appearance of the socks rather than keeping the solid quality of the socks based on consuming preference and frequency of customers. However, the author may ignore the facts that people may select various patterns or colors of socks to match their formal suits and casual dresses, or that they are too busy to do laundry then more socks are required. None of them hints that customers will throw old pairs away after getting new ones. Therefore, good quality of the socks is still needed, if not,customers may lose their trust on them and turn to other brands. How can the company gain any money without customers buying it productions. Also, based on the common sense, the quality of productions is always the prerequisite when people buy things. So, unless the author rules out such possibilities, this argument is unwarranted.

Moreover, the author also confidently asserts that the profit will increase followed by cutting the Endure manufacturing process. "Dura-Socks"-the brand is famous for its feature of endurance and which may the very reason people tend to buy the its product. If the move causes the quality of socks being slippery, people may turn their back on them which may cost them more than mere money but also well-established reputation. Another disadvantage of this advice maybe that the appearance of the product can be easily copied by their rivals. If so, they will possibly lose their market superiority and fall in trouble of losing rather than gaining profit. Here, the author neglects the fact of competition.

To sum up, the argument that advises to cut the endure manufacturing process is rather weak. If the author would have considered other hidden factors behind purchasing preference and proceeded a more well-rounded survey, the recommendation may seem more reasonable and practical.

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