The following is a memo from the marketing director of Lamfonz Pet Stores, which operates thirty pet stores worldwide.
“Five years ago, our competitor Fish Emporium started advertising in Exotic Pets Monthly magazine. Their sales overall have seen a steady increase of 3-to-5 percent per year since then. In fact, the Fish Emporium store in Gulf City saw even more remarkable gains, becoming the most visited pet store in the United States last year. Meanwhile, our two Lamfonz stores in Gulf City have seen sales steadily decline during the same period. It seems clear that we should immediately begin placing our own ads in Exotic Pets Monthly and other popular pet magazines. If we do so, we will be sure to reverse this recent trend of declining sales and start making a profit again.”
Write a response in which you discuss what specific evidence is needed to evaluate the argument and explain how the evidence would weaken or strengthen the argument.
The memo from the marketing director of Lamfonz Pet Stores suggests the need to advertise about their store in Exotic Pets Monthly magazine based on the increase in sales of Fish Emporium, the competitor of Lamfonz Pet Stores after advertising in the magazine. The argument also states that the sales of Lamfonz Pet Stores in Gulf city has been continuously declining while their compeitor has been gaining the upper hand simultaneously. There could be a number of reasons for the decline in the sales of Lamfonz Pet Stores rather than being just the lack of advertisement; it is possible that the current advertisement of Lamfonz Pet Stores is not attracting the right customers as per the content of their stores or their competitor is using some better schemes in addition to the advertisements for attracting the customers to their stores. Therefore, the conclusion made by the marketing director of Lamfonz Pet Stores to advertise about the store in the same magazine might not be a good idea; it could instead, backfire and further degrade their sales as well.
To begin with, it is necessary to understand the similarity and the differences between these two stores; do they specialize in similar products? What factors do they compete in? It could be the pets, pet related products such as feed and toys. However, the marketing director based his assumptions under the fallacy that they are competitors without proper evidence on what they were competiting for. For example, if they were compeiting on selling the same pets then Lamfonz Pet Stores could take advantage by selling additional pet products to complement their pets instead of going for advertising and spending more money on unpredictable expenses. Furthermore, their customer pool might be entirely different consisting of a wider range of people who can differ astronomically depending on sex, age, and social background. A person, for instance, might be wealthy and hihgly interested in keeping exotic fishes in his aquarium while the other person could be of average financial status and thus might be looking for a normal fish to keep in his house. Such correlations among the two stores would help the director in making a wiser decision, however, based on his argument, it is evident that his argument is based on baseless assumptions.
Another crucial yet extremely important assumption, the marketing director has made is that the increase in the percent of sales of their competitor in Gulf City is entirely due to the advertisement in the magazine. This particular assumption doesn't take into account a number of factors such as the initial sales of the Fish Emporium store, their customer types, the locaiton of the store itself and the price of their products. It is highly possible that the Fish Emporium store has much cheaper products, thus attracting a large number of customers who have average financial status; they might also have products in much wider range of prices suited for different types of customers. On the other hand, Lamfonz Pet Stores could have expensive products with less variety and therefore attracting fewer customers and getting overtaken by their customers ultimately. If this is true, the director's assumption does not hold water.
Finally, the imperative concern regarding the advertisement of Lamfonz Pet Stores in the same magazine is the uncertainity of how people would react to two opposing advertisements in the same magazine. The people could either believe both stores as good stores or they can possibly disregard both stores compeletly based on the similarities of the content in their advertisements. For example, if a magazine has advertisement of shampoo of two famous companies, "Dove" and "Ponds", the customers would be confused as to which one is better for them. In such dilemma, they usually go for the third options which might be a shampoo from another company like "Head and Shoulders". Similarly, in the context of the two pet stores, they should advertise their stores in different magazines from each other and make some unique contents as well. Therefore, the director's decision of advertising in the same exotic magazines as their competitors seems rash and hasty which would not be beneficial for their store, thus significantly weakening the argument.
In conclusion, the argument, as it stands now is rife with holes and false assumptions. It further requires a rigorous study and well coordinated study comparing the status of both stores correlating different factors such as prices of products, customer pool, means of advertising and so on. It is imperative to carefully analyze the elements which could contribute in the decline of the Lamfonz Pet Stores as well; be it their own pricing policy, attitude of wokers towards customers, location of the stores, and many more. There are still several uncountable factors which could have potential impacts on the success of the store. Therefore, the marketing director's assumptions are unwarranted and not sufficient to make the conclusion cited in the argument.
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Comments
Essay evaluations by e-grader
Grammar and spelling errors:
Line 5, column 244, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: doesn't
...he magazine. This particular assumption doesnt take into account a number of factors s...
^^^^^^
Line 5, column 525, Rule ID: LARGE_NUMBER_OF[1]
Message: Specify a number, remove phrase, or simply use 'many' or 'numerous'
Suggestion: many; numerous
... much cheaper products, thus attracting a large number of customers who have average financial st...
^^^^^^^^^^^^^^^^^
Line 5, column 890, Rule ID: POSSESIVE_APOSTROPHE[1]
Message: Possible typo: apostrophe is missing. Did you mean 'directors'' or 'director's'?
Suggestion: directors'; director's
...tomers ultimately. If this is true, the directors assumption does not hold water. Fina...
^^^^^^^^^
Line 7, column 270, Rule ID: MAY_COULD_POSSIBLY[1]
Message: Use simply 'can'.
Suggestion: can
...ieve both stores as good stores or they can possibly disregard both stores compeletly based ...
^^^^^^^^^^^^
Transition Words or Phrases used:
also, but, finally, furthermore, however, if, look, regarding, similarly, so, still, then, therefore, third, thus, well, while, as to, for example, for instance, in addition, in conclusion, such as, to begin with, on the other hand
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 33.0 19.6327345309 168% => OK
Auxiliary verbs: 23.0 12.9520958084 178% => OK
Conjunction : 22.0 11.1786427146 197% => OK
Relative clauses : 13.0 13.6137724551 95% => OK
Pronoun: 52.0 28.8173652695 180% => Less pronouns wanted
Preposition: 106.0 55.5748502994 191% => OK
Nominalization: 19.0 16.3942115768 116% => OK
Performance on vocabulary words:
No of characters: 4284.0 2260.96107784 189% => OK
No of words: 819.0 441.139720559 186% => Less content wanted.
Chars per words: 5.23076923077 5.12650576532 102% => OK
Fourth root words length: 5.34959587656 4.56307096286 117% => OK
Word Length SD: 2.91986097283 2.78398813304 105% => OK
Unique words: 337.0 204.123752495 165% => OK
Unique words percentage: 0.411477411477 0.468620217663 88% => More unique words wanted or less content wanted.
syllable_count: 1348.2 705.55239521 191% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 14.0 4.96107784431 282% => Less pronouns wanted as sentence beginning.
Article: 15.0 8.76447105788 171% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 3.0 1.67365269461 179% => OK
Preposition: 5.0 4.22255489022 118% => OK
Performance on sentences:
How many sentences: 28.0 19.7664670659 142% => OK
Sentence length: 29.0 22.8473053892 127% => The Avg. Sentence Length is relatively long.
Sentence length SD: 72.928072966 57.8364921388 126% => OK
Chars per sentence: 153.0 119.503703932 128% => OK
Words per sentence: 29.25 23.324526521 125% => OK
Discourse Markers: 8.25 5.70786347227 145% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 15.0 8.20758483034 183% => OK
Sentences with negative sentiment : 6.0 6.88822355289 87% => OK
Sentences with neutral sentiment: 7.0 4.67664670659 150% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.385740438407 0.218282227539 177% => OK
Sentence topic coherence: 0.12071510861 0.0743258471296 162% => OK
Sentence topic coherence SD: 0.116880379528 0.0701772020484 167% => OK
Paragraph topic coherence: 0.252523895297 0.128457276422 197% => OK
Paragraph topic coherence SD: 0.115030477591 0.0628817314937 183% => OK
Essay readability:
automated_readability_index: 17.8 14.3799401198 124% => OK
flesch_reading_ease: 42.04 48.3550499002 87% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 14.6 12.197005988 120% => OK
coleman_liau_index: 13.65 12.5979740519 108% => OK
dale_chall_readability_score: 8.64 8.32208582834 104% => OK
difficult_words: 185.0 98.500998004 188% => OK
linsear_write_formula: 18.5 12.3882235529 149% => OK
gunning_fog: 13.6 11.1389221557 122% => OK
text_standard: 14.0 11.9071856287 118% => OK
What are above readability scores?
---------------------
Write the essay in 30 minutes.
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
---------------------
Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.
Grammar and spelling errors:
Line 5, column 244, Rule ID: EN_CONTRACTION_SPELLING
Message: Possible spelling mistake found
Suggestion: doesn't
...he magazine. This particular assumption doesnt take into account a number of factors s...
^^^^^^
Line 5, column 525, Rule ID: LARGE_NUMBER_OF[1]
Message: Specify a number, remove phrase, or simply use 'many' or 'numerous'
Suggestion: many; numerous
... much cheaper products, thus attracting a large number of customers who have average financial st...
^^^^^^^^^^^^^^^^^
Line 5, column 890, Rule ID: POSSESIVE_APOSTROPHE[1]
Message: Possible typo: apostrophe is missing. Did you mean 'directors'' or 'director's'?
Suggestion: directors'; director's
...tomers ultimately. If this is true, the directors assumption does not hold water. Fina...
^^^^^^^^^
Line 7, column 270, Rule ID: MAY_COULD_POSSIBLY[1]
Message: Use simply 'can'.
Suggestion: can
...ieve both stores as good stores or they can possibly disregard both stores compeletly based ...
^^^^^^^^^^^^
Transition Words or Phrases used:
also, but, finally, furthermore, however, if, look, regarding, similarly, so, still, then, therefore, third, thus, well, while, as to, for example, for instance, in addition, in conclusion, such as, to begin with, on the other hand
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 33.0 19.6327345309 168% => OK
Auxiliary verbs: 23.0 12.9520958084 178% => OK
Conjunction : 22.0 11.1786427146 197% => OK
Relative clauses : 13.0 13.6137724551 95% => OK
Pronoun: 52.0 28.8173652695 180% => Less pronouns wanted
Preposition: 106.0 55.5748502994 191% => OK
Nominalization: 19.0 16.3942115768 116% => OK
Performance on vocabulary words:
No of characters: 4284.0 2260.96107784 189% => OK
No of words: 819.0 441.139720559 186% => Less content wanted.
Chars per words: 5.23076923077 5.12650576532 102% => OK
Fourth root words length: 5.34959587656 4.56307096286 117% => OK
Word Length SD: 2.91986097283 2.78398813304 105% => OK
Unique words: 337.0 204.123752495 165% => OK
Unique words percentage: 0.411477411477 0.468620217663 88% => More unique words wanted or less content wanted.
syllable_count: 1348.2 705.55239521 191% => OK
avg_syllables_per_word: 1.6 1.59920159681 100% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 14.0 4.96107784431 282% => Less pronouns wanted as sentence beginning.
Article: 15.0 8.76447105788 171% => OK
Subordination: 4.0 2.70958083832 148% => OK
Conjunction: 3.0 1.67365269461 179% => OK
Preposition: 5.0 4.22255489022 118% => OK
Performance on sentences:
How many sentences: 28.0 19.7664670659 142% => OK
Sentence length: 29.0 22.8473053892 127% => The Avg. Sentence Length is relatively long.
Sentence length SD: 72.928072966 57.8364921388 126% => OK
Chars per sentence: 153.0 119.503703932 128% => OK
Words per sentence: 29.25 23.324526521 125% => OK
Discourse Markers: 8.25 5.70786347227 145% => OK
Paragraphs: 5.0 5.15768463074 97% => OK
Language errors: 4.0 5.25449101796 76% => OK
Sentences with positive sentiment : 15.0 8.20758483034 183% => OK
Sentences with negative sentiment : 6.0 6.88822355289 87% => OK
Sentences with neutral sentiment: 7.0 4.67664670659 150% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.385740438407 0.218282227539 177% => OK
Sentence topic coherence: 0.12071510861 0.0743258471296 162% => OK
Sentence topic coherence SD: 0.116880379528 0.0701772020484 167% => OK
Paragraph topic coherence: 0.252523895297 0.128457276422 197% => OK
Paragraph topic coherence SD: 0.115030477591 0.0628817314937 183% => OK
Essay readability:
automated_readability_index: 17.8 14.3799401198 124% => OK
flesch_reading_ease: 42.04 48.3550499002 87% => OK
smog_index: 8.8 7.1628742515 123% => OK
flesch_kincaid_grade: 14.6 12.197005988 120% => OK
coleman_liau_index: 13.65 12.5979740519 108% => OK
dale_chall_readability_score: 8.64 8.32208582834 104% => OK
difficult_words: 185.0 98.500998004 188% => OK
linsear_write_formula: 18.5 12.3882235529 149% => OK
gunning_fog: 13.6 11.1389221557 122% => OK
text_standard: 14.0 11.9071856287 118% => OK
What are above readability scores?
---------------------
Write the essay in 30 minutes.
Rates: 66.67 out of 100
Scores by essay e-grader: 4.0 Out of 6
---------------------
Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.