GRE Argument Topic 7

GRE Argument Topic 7

Topic:

The following is a recommendation from the Board of Directors of Monarch Books.

"We recommend that Monarch Books open a café in its store. Monarch, having been in business at the same location for more than twenty years, has a large customer base because it is known for its wide selection of books on all subjects. Clearly, opening the café would attract more customers. Space could be made for the café by discontinuing the children's book section, which will probably become less popular given that the most recent national census indicated a significant decline in the percentage of the population under age ten. Opening a café will allow Monarch to attract more customers and better compete with Regal Books, which recently opened its own café."

Write a response in which you discuss what questions would need to be answered in order to decide whether the recommendation is likely to have the predicted result. Be sure to explain how the answers to these questions would help to evaluate the recommendation.

موارد زیر، پیشنهادی از طرف تیم مدیریت کتابهای سلطنتی ارایه شده است. "ما توصیه می کنیم که Monarch Books یک کافه در فروشگاه خود افتتاح کند.Monarch، که بیش از بیست سال در همان مکان فعالیت داشته است، مشتریان زیادی دارد زیرا به خاطر مجموعه گسترده کتابش با همه موضوعات شناخته شده است. واضح است، افتتاح کافه مشتریان بیشتری را جذب می کند. میتوان فضایی را در کافه با تخفیف بخش کتاب کودکان در نظر گرفت، که با توجه به اینکه آخرین سرشماری ملی که نشان دهنده کاهش قابل توجه درصد جمعیت زیر ده سال است، احتمالا این بخش کمتر محبوب خواهد بود. افتتاح کافه به Monarch اجازه می دهد مشتری های بیشتری جذب کند و بهتر با Regal Books که اخیراً کافه خود را افتتاح کرده است رقابت کند. " 
پاسخی بنویسید که در آن درباره اینکه چه سوالاتی باید پاسخ داده شود تا تصمیم بگیرید که آیا  توصیه پیشنهادی می تواند نتیجه پیش بینی شده را ایجاد کند.  حتماً توضیح دهید که چگونه پاسخ این سوالات به ارزیابی توصیه ارایه شده کمک می کند.

NOTE: The above topic has wording similar to Argument Tasks 91 and 92 of this Website. However, if you read carefully you will notice that the topic and the task instructions are different. Hence, it is very important to read the topic as well as its instructions completely before you start to write your response.

•    شاید تغییر شرایط کسب و کار Monarch را دچار زوال کند و هیچ قطعیتی برای بهبود مشتریان وجود ندارد.
•    شاید مشتریان علاقه ای به افتتاح کافه در کتابفروشی و عواقب آن (مانند سر و صدا و بوی وانیل و قهوه و ...) نداشته باشند و به همین دلیل از مشتریان پر و پا قرص این کتابفروشی شده باشند.
•    شاید حضور کودکان مخل آسایش و آرامش بزرگسالان شود.
•    شاید کنار هم قرار دادن کودکان و کتاب ها در کافه باعث کثیف شدن کتاب ها در کنار خوراکی های کودکان شود.
•    حضور افراد بیشتر لزوما به معنای خرید بیشتر و سود بیشتر از قسمت کتابفروشی نیست.
•    روند اخیر افراد زیر ۱۰ سال در کل کشور رو به کاهش است ولی شاید این روند در منطقه نزدیک کتابفروشی رو به افزایش باشد و با تخفیف کتاب های کودکان، سود این کتابفروشی کم شود.
•    اطلاعاتی در مورد گذشته، روند سود سالانه، محیط، کیفیت کتاب ها، قیمت کتاب ها، کیفیت فضای کتابفروشی و کافه، پرسنل کتابفروشی و کافه، نحوه افتتاح و تبلیغ برای کافه، در Regal Books موجود نیست و نمی توان بهتر یا بدتر شدن این کتابخانه رو با کتابخانه Monarch سنجید. ضمنا تاثیر افتتاح کافه در  Regal Books مشخص نیست.
•    مشخص نیست که Regal books با چه هویتی در ذهن مشتریان خود جای گرفته است و شاید افتتاح کافه به هویت بیشتر آنها کمک کند ولی باید این سوال را پرسید که Monarch که با گستردگی و تنوع کتاب مشهور است، می تواند با افتتاح کافه، هویت خود را نزد مشتریانش پر رنگ تر کند.

 

Strategies
Recommendation:
Monarch Books should open a cafe in its store.
Next, identify the argument's conclusions and the evidence that led to those conclusions.
Conclusions:
a) Monarch Books will attract more customers if it opens a cafe in the store. Its rival, Regal Books, has opened a cafe.
b) The children's book section will become less popular. The most recent national census shows a significant decline in the percentage of the population under ten.
c) Monarch will be able to better compete with Regal books if it opens a cafe. Regal Books has already opened a cafe.
You should now be able to generate some questions whose answers will support or negate the recommendation.
Questions:
a) What percentage of Monarch Books' current sales comes from the children’s book section?
b) Did Regal Books eliminate its children' book section when it added a cafe?
c) What is the cost/benefit ratio of opening a cafe at Monarch Books? How many extra sales will need to be generated to offset the cost of opening the cafe?
d) If Monarch Books is popular because of its wide variety of books, will eliminating the children's section have a negative effect on its current popularity?
e) Did Monarch's current customers begin shopping there as children?
f) Are children reading more or fewer books than in the past? What about authors like J.K. Rowling?
Your notes do not have to be exhaustive. As you begin to write your essay, your brain will generate new ideas. Make certain that you keep the directions in mind as you develop your ideas.

NOTE: The above topic has wording similar to Argument Tasks 91 and 92 of this Website. However, if you read carefully you will notice that the topic and the task instructions are different. Hence, it is very important to read the topic as well as its instructions completely before you start to write your response.

Sample 1:

Monarch Books' board of directors has recommended that the store should open a cafe to attract more customers. The board further recommends that, to make room for the cafe, Monarch Books eliminate its children's books section. Many questions arise from this recommendation, and they should be answered before Monarch Books makes such a drastic and, perhaps, irrevocable decision.

Removing an entire genre from its inventory is a step that Monarch Books should not take lightly. They should certainly ascertain what percentage of their revenue derives from the sale of children's books. Has that portion of Monarch's sales declined appreciably in recent years? It is hard to imagine that, with the popularity of J.K. Rowling’s Harry Potter series, children are reading less than in the past. Has Monarch Books researched industry trends to determine if children’s book sales have declined appreciably across the country? If they have not, this argument becomes invalid, because those book sales may be comparable to cafe sales.

The writer uses the results of a recent census that shows a decline in the percentage of the population under ten years of age to support replacing the children’s book section with a café. He or she assumes that the same must hold true for the geographic area served by Monarch Books. How do the census figures apply here? It could be that the presence of a thriving book store attracts families with young children to settle in the area. Additionally, a decline in a segment of the population doesn’t mean that the popularity of its activities will also decline. Having fewer customers for a particular item shouldn’t necessarily lead to eliminating that item; a store might simply stock fewer copies of it.

Another assumption is that Regal Books’ addition of a café will draw customers from Monarch Books. Over the twenty years of Monarch’s existence in its current location, the store has created a strong following because it carries a wide selection of books. Customers have formed a habit of patronizing this particular store, and retail experts will reveal that those habits are hard to change. Have Monarch customers requested a café? Have any of them defected to Regal Books? Monarch’s owners should be able to study their sales figures or survey their customers to uncover their needs and areas of dissatisfaction.

While pondering the wisdom of eliminating their children’s books in favor of adding a café, the store owners should study the retail area where the store is located. Does there appear to be a need for a café? Is there an abundance of restaurants in the area? Finally, they might want to know how Regal Books managed the addition of a café to its store. Did they eliminate their children’s book section? Did they build an addition to their current structure to house the café?

When Monarch owners have answered the important questions, they may find that a café would enhance their business. On the other hand, they may decide that cafes are a passing fancy and the cost/benefit ratio doesn’t make fiscal sense. If the reason for visiting a book store is, ultimately, to buy books, should Monarch limit the choices of genres available to its customers?

 

Sample 2:

According to the recommendation from the business manager of Monarch Books, a cafe should be opened in its store. This would attract more customers and give a better competition to Regal Books, which has recently opened up a cafe too.

Although, more people may be attracted to the book store by the opening up of a cafe, but they all need not be the customers willing to buy the books. There may be many who would just go there to relax, rather than show a genuine interest in buying the books. This may add up to the crowd thereby upsetting the actual customers.

Nevertheless, there has been no mention of the profits earned by regal books by virtue of their cafe. They might just be attracting crowd and not many customers among them. As a result, there may not be much increase in their sales. Before copying the cafe system from regal books, the locations of the two bookshops should be given a thorough consideration. The type of crowd more likely to visit Monarch Books should also be given a thought to. There is a possibility that Regal Books is situated near some college or university campus with a lot of youngsters around. Their preference for the bookstore with the cafe can be understood, as they are generally more experimental. What may have worked for Regal Books may not work for Monarch Books.

Monarch Books is known for its selection of books on all subjects and has built a large customer following in twenty years. Closing the children’s book section, for aping the new cafe system may not be taken well and bring down its popularity level. Going by the indication given by national census on the decline in popularity of children’s books, is not reliable since nothing is mentioned about the year in which this census was held. It may not be recent enough to be considered. Even if there is a decrease in the demand of children’s books, it is not wise to discontinue this section, as that would be adding to the further declination of children’s book section. Instead, more variety on the same could be made available, not withstanding the general trend of demand and supply.

The need to bring about changes in the present pattern arises only when there is an indication of Monarch Books losing its customers and drawing less profit. However, the business manager has not thrown any light on such issues while giving his recommendations. On one hand the manager expresses the desire to give a good competition to Regal Books, and on the other hand he suggests opening up a cafe in the book store by copying Regal Books. This may not be appreciated by the customers.

Without considering the above stated points, opening up a cafe at the cost of children’s book section is not at all advisable. Continuing with the children’s section will not only maintain its reputation among children but surely among their elders (parents) too. Thus, the argument given is not based on ample reasoning and is unconvincing.


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