GREArgument242道題目及分析.doc

The following appeared in a memorandum written by the vice president of Natures Way, a chain of stores selling health food and other health-related products.  Previous experience has shown that our stores are most profitable in areas where residents are highly concerned with leading healthy lives. We should therefore build our next new store in Plainsville, which has many such residents. Plainsville merchants report that sales of running shoes and exercise clothing are at all-time highs. The local health club, which nearly closed five years ago due to lack of business, has more members than ever, and the weight training and aerobics classes are always full. We can even anticipate a new generation of customers: Plainsvilles schoolchildren are required to participate in a fitness for life program, which emphasizes the benefits of regular exercise at an early age.  以前的经验显示，我们的商店在那些居民对健康生活高度关注的地区是盈利最多的。因此我们应该把下一家连锁店开设在Plainsville，那里有很多这样的居民。Plainsville的商家报告说运动鞋和运动衣的销售处于历史高点。当地一家五年前因缺乏客源而濒临倒闭的康体俱乐部现在的会员比以往任何时候都多，减肥训练和体操班总是满员。我们还可以预见到新生代的顾客群：Plainsville的在校学生被要求参加一个叫做终生健康的项目，它强调从小开始经常锻炼的好处。 Nature’s Way 论断：在Plainsville开店会赚钱。 ? ?赚钱的前提是收益高出成本，论断没有提供关于在此地开店的成本计算问题 ? 那些参加健身活动的人不一定关心饮食健康，所以不必然地成为他们的顾客。? ?就算他们关心饮食健康，那么当地相同商家没有被考虑进去，竞争以及品牌忠实度的问题 ? ?他们在关心健康的地区赢利的原因没有说，健康也许不是他们的卖点，而是其它的东西结论： 论断仅凭一个似是而非的经验和该地的一些表面现象就匆忙做出结论，缺乏说服力。在投资前，该机构应该做充分的市场调查，准确找出自己的优势，并分析当地投资环境、竞争对手、消费习惯等问题。2.The following appeared in a letter sent by a committee of homeowners from the Deerhaven Acres to all homeowners in Deerhaven Acres. Seven years ago, homeowners in nearby Brookville community adopted a set of restrictions on how the communitys yards should be landscaped and what colors the exteriors of homes should be painted. Since then, average property values have tripled in Brookville. In order to raise property values in Deerhaven Acres, we should adopt our own set of restrictions on landscaping and housepainting.  七年前，附近的Brookville社区的业主实施了一系列关于该社区的庭院应