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题库B9.Thefollowing appeared in a memorandum to a team developing accounting software forSmartPro Software, Inc.:“Currently,more professional accountants use SmartPro accounting software than any otherbrand. However, in the market for personal accounting software for non-professionals to use in preparing their income tax returns, many of our competitors are outselling us. In surveys, our professional customer srepeatedly say that they have chosen SmartPro Software because our most sophisticated software products include more advanced special features than competing brands. Therefore, the most effective way for us to increase sales of our personal accounting software for home users would clearly be to add the advanced special features that our professional software products currently offer.”
The author of the memorandum reaches the conclusion that the most effective way to increase the sales of their personal accounting software for home users is to add the advanced special features like the professional software they produce.The author cites several evidences to support the argument.The author shows that their professional software are more popular because of the advanced special features.At the first glance,the argument appears to be somewhat acceptable,however,the thorough examination reveals that the argument suffers from several critical logical flaws,and the line of reasoning is not convincing enough.The main fallacies would be discussed respectively.
In the first place,the author assumes that more professional accountants use SmartPro accounting software because of the more advanced special features.The author only focus on the advanced special features but overlooks other factors.A more detailed analysis would reveals that other factors may affect the customers' choice.To solidify the assumption,the author should give a more sufficient data or more accurate analysis.
In the second place,the author unfairly concludes that the most effective way to increase sales of their personal accounting software is to add the advanced special features.This is groundless,and the author make a false analogy.The advantage of the professional software is advanced features,it may be attractive to customers who need the advanced features,however,the personal customers just want to use the software to prepare the income tax and something easy to account.The advanced feature must be invalid to them.So the success of the professional software would not be adopted to the personal software.To increase the sales of the personal software,the SmartPro should consider the personal customers' needs and some factors that affect the customers' choice.
Finally,the author ignores the sideness of adding advanced features.Adding advanced feature would add production cost.Even if the advanced feature would increase the sales,the increasing production cost might be over the profits.So the author should make a more accurate analysis to weight the advantages and disadvantages.
In sum,the argument is somewhat defective and hence is not persuasive as it stands.To make the conclusion more logical,the author would have to show more convincing evidences. |
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发表于 2010-12-6 13:01:46
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