[逵逵写AWA-AA-Plus8]

Plus 8. The following appeared as part of a business plan created by the general manager of the Multon Electronic Company.

“In response to complaints from customers about the difficulty of installing and operating Multon’s products, Multon Electronic Company tried an experiment. The customer service department has long suspected that customers are not reading the instructions that are included with every new purchase, and so it inserted a gift coupon at the end of every instruction manual. Because only 75 people returned the coupons in a three-month period last year, Multon Electronics has proved its point that customers are not reading the instructions. There is, therefore, only one sensible way to solve this problem: the customer service department must provide every new customer with an instructional videotape.”

Discuss how well reasoned . . . etc.

In an attempt to handle the complaints from customers about installing and operating Multon’s products, the general manager claims that the customer service department must provide every new customer with an instructional videotape. He cites that what causes customers’ trouble is that they do not read the instructions. Moreover, the general manager quotes the result of an experiment to support his view. However, this argument suffers from several critical flaws.

First, the result of the experiment conducted by the company is not persuasive. We cannot simply infer that other customers who do not return coupons adhered to instructions do not read instructions. Perhaps, the profit that those customers can gain though the coupon is limited and not attractive. Furthermore, the general manager does not provide us with details of product sales in this three-mouth period last year. It is possible that all three mouths were at low season. For instance, the total number of customers of that time was just 150. Hence, 75 returns represent a considerably high rate.

Second, based on the analysis above, I believe that customer service department has raised an inaccurate suspicion. In retrospect, I have seen many vague instructions of electronic products. Some of these instructions are excessively simple without necessary illustrations. Others are too intricate to understand or search items. Therefore, I surely think that the company’s first measure is to review its instructions and make sure that they are user-friendly.

Third, the manager falsely depends on assumption that the alternative supply of videotapes can make sense. Not all customers have videotape recorders to play videotapes. In addition, it is likely that people who are not willing to read instructions are not willing to use the instructional videotape.

Plus 8. The following appeared as part of a business plan created by the general manager of the Multon Electronic Company.

“In response to complaints from customers about the difficulty of installing and operating Multon’s products, Multon Electronic Company tried an experiment. The customer service department has long suspected that customers are not reading the instructions that are included with every new purchase, and so it inserted a gift coupon at the end of every instruction manual. Because only 75 people returned the coupons in a three-month period last year, Multon Electronics has proved its point that customers are not reading the instructions. There is, therefore, only one sensible way to solve this problem: the customer service department must provide every new customer with an instructional videotape.”

Discuss how well reasoned . . . etc.

In an attempt to handle the complaints from customers about installing and operating Multon’s products, the general manager claims that the customer service department must provide every new customer with an instructional videotape. He cites that what causes customers’ trouble is that they do not read the instructions. Moreover, the general manager quotes the result of an experiment to support his view. However, this argument suffers from several critical flaws.

First, the result of the experiment conducted by the company is not persuasive. We cannot simply infer that other customers who do not return coupons adhered to instructions do not read instructions. Perhaps, the profit that those customers can gain though the coupon is limited and not attractive. Furthermore, the general manager does not provide us with details of product sales in this three-mouth period last year. It is possible that all three mouths were at low season. For instance, the total number of customers of that time was just 150. Hence, 75 returns represent a considerably high rate.

Second, based on the analysis above, I believe that customer service department has raised an inaccurate suspicion. In retrospect, I have seen many vague instructions of electronic products. Some of these instructions are excessively simple without necessary illustrations. Others are too intricate to understand or search items. Therefore, I surely think that the company’s first measure is to review its instructions and make sure that they are user-friendly.

Third, the manager falsely depends on assumption that the alternative supply of videotapes can make sense. Not all customers have videotape recorders to play videotapes. In addition, it is likely that people who are not willing to read instructions are not willing to use the instructional videotape.