34. The following appeared as part of a plan proposed by an executive of the Easy Credit Company to the president.
“The Easy Credit Company would gain an advantage over competing credit card services if we were to donate a portion of the proceeds from the use of our cards to a well-known environmental organization in exchange for the use of its symbol or logo on our card. Since a recent poll shows that a large percentage of the public is concerned about environmental issues, this policy would attract new customers, increase use among existing customers, and enable us to charge interest rates that are higher than the lowest ones available.”
Easy信貸公司的一個經(jīng)營主管向董事長提交的一份計劃：
如果我們將信用卡所得的利潤中的一部分捐給一個知名的環(huán)保組織換取在我們的信用卡上使用他們的標識的權(quán)利，Easy信貸公司將在信用卡服務(wù)的競爭中得到很大好處。由于最近的民調(diào)顯示，很多人都關(guān)心環(huán)境問題，這一計劃將吸引新顧客，提高現(xiàn)有顧客的使用量，并使我們得到比最低利潤率要高的利潤率。
1環(huán)保組織所提供的標識所關(guān)心的方面和民眾所關(guān)心的方面可能不一致
2關(guān)心環(huán)保問題不意味著他們就一定會采取一些具體的措施象是在這個例子里面購買這個公司的產(chǎn)品
The author assumes that the public's concern about environmental issues will result in its taking steps to do something about the problem-in this case, to use the Easy Credit Company credit card.
3權(quán)衡了額外付出的成本和收益之后并不一定值得這么做.
1， 首先，關(guān)心環(huán)境的人，不一定是使用信用卡的。第二，關(guān)心環(huán)境問題的人，關(guān)心的issues不一定與該組織的相同。
2， 因果關(guān)系不明確：不一定人們關(guān)心環(huán)保就一定用使用信用卡的方式來表達。因為More often，人們可能采取更加直接的方式，比如直接donate money to the environmental organization.
3， 另外，利潤率關(guān)系到收入和支出，很可能兩個比較收入小于支出。
In this argument the author concludes that the Easy Credit Company would gain several advantages over its competitors by donating a portion of its profits to a well-known environmental organization in exchange for the use of the organization’s logo on their credit card. The author reaches this conclusion on the basis of a recent poll that shows widespread public concern about environmental issues. Among the advantages of this policy, the author foresees an increase in credit card use by existing customers, the ability to charge higher interest rates, and the ability to attract new customers. While the author’s argument has some merit, it suffers from two critical problems.
To begin with, the author assumes that the environmental organization whose logo is sought is concerned with the same environmental issues about which the poll shows widespread concern. However, the author provides no evidence that this is the case. It is possible that very few credit-card users are concerned about the issues that are the organization’s areas of concern; if so, then it is unlikely that the organization’s logo would attract much business for the Easy Credit Company.
Next, the author assumes that the public’s concern about environmental issues will result in its taking steps to do something about the problem—in this case, to use the Easy Credit Company credit card. This assumption is unsupported and runs contrary to experience. Also, it is more reasonable to assume that people who are concerned about a particular cause will choose a more direct means of expressing their concern.
In conclusion, the author’s argument is unconvincing as it stands. To strengthen the argument, the author must show a positive link between the environmental issues about which the public has expressed concern and the issues with which this particular environmental organization is concerned. In addition, the author must provide evidence to support the assumption that concern about a problem will cause people to do something about the problem.
“The Easy Credit Company would gain an advantage over competing credit card services if we were to donate a portion of the proceeds from the use of our cards to a well-known environmental organization in exchange for the use of its symbol or logo on our card. Since a recent poll shows that a large percentage of the public is concerned about environmental issues, this policy would attract new customers, increase use among existing customers, and enable us to charge interest rates that are higher than the lowest ones available.”
Easy信貸公司的一個經(jīng)營主管向董事長提交的一份計劃：
如果我們將信用卡所得的利潤中的一部分捐給一個知名的環(huán)保組織換取在我們的信用卡上使用他們的標識的權(quán)利，Easy信貸公司將在信用卡服務(wù)的競爭中得到很大好處。由于最近的民調(diào)顯示，很多人都關(guān)心環(huán)境問題，這一計劃將吸引新顧客，提高現(xiàn)有顧客的使用量，并使我們得到比最低利潤率要高的利潤率。
1環(huán)保組織所提供的標識所關(guān)心的方面和民眾所關(guān)心的方面可能不一致
2關(guān)心環(huán)保問題不意味著他們就一定會采取一些具體的措施象是在這個例子里面購買這個公司的產(chǎn)品
The author assumes that the public's concern about environmental issues will result in its taking steps to do something about the problem-in this case, to use the Easy Credit Company credit card.
3權(quán)衡了額外付出的成本和收益之后并不一定值得這么做.
1， 首先，關(guān)心環(huán)境的人，不一定是使用信用卡的。第二，關(guān)心環(huán)境問題的人，關(guān)心的issues不一定與該組織的相同。
2， 因果關(guān)系不明確：不一定人們關(guān)心環(huán)保就一定用使用信用卡的方式來表達。因為More often，人們可能采取更加直接的方式，比如直接donate money to the environmental organization.
3， 另外，利潤率關(guān)系到收入和支出，很可能兩個比較收入小于支出。
In this argument the author concludes that the Easy Credit Company would gain several advantages over its competitors by donating a portion of its profits to a well-known environmental organization in exchange for the use of the organization’s logo on their credit card. The author reaches this conclusion on the basis of a recent poll that shows widespread public concern about environmental issues. Among the advantages of this policy, the author foresees an increase in credit card use by existing customers, the ability to charge higher interest rates, and the ability to attract new customers. While the author’s argument has some merit, it suffers from two critical problems.
To begin with, the author assumes that the environmental organization whose logo is sought is concerned with the same environmental issues about which the poll shows widespread concern. However, the author provides no evidence that this is the case. It is possible that very few credit-card users are concerned about the issues that are the organization’s areas of concern; if so, then it is unlikely that the organization’s logo would attract much business for the Easy Credit Company.
Next, the author assumes that the public’s concern about environmental issues will result in its taking steps to do something about the problem—in this case, to use the Easy Credit Company credit card. This assumption is unsupported and runs contrary to experience. Also, it is more reasonable to assume that people who are concerned about a particular cause will choose a more direct means of expressing their concern.
In conclusion, the author’s argument is unconvincing as it stands. To strengthen the argument, the author must show a positive link between the environmental issues about which the public has expressed concern and the issues with which this particular environmental organization is concerned. In addition, the author must provide evidence to support the assumption that concern about a problem will cause people to do something about the problem.