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.
五問:
(1)“We recommend that Monarch Books open a café in its store”是結(jié)論, “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”是事實,值得反駁嗎?
(2)每個人都喜歡咖啡廳嗎?有人會因為咖啡廳而來到這個書店,但是否也可能有人因為咖啡廳而不愿意再來這個書店呢?
(3)撤除童書區(qū)是否會減少客戶群體?以前的客戶是因為書店的圖書品種繁多而光顧的,現(xiàn)在這樣做是否會減少書店原有的特點?
(4)調(diào)查的結(jié)果一定是準(zhǔn)確的嗎?全國性的調(diào)查能代表當(dāng)?shù)氐那闆r嗎?即便調(diào)查結(jié)果是準(zhǔn)確的, 10歲以下兒童人數(shù)減少就一定意味著兒童書籍的購買量會降低嗎?如果每個家庭為兒童購買更多的書籍是不是反而會導(dǎo)致銷量增加?除了人數(shù)之外,購買量還與哪些方面相關(guān)?比如跟該地區(qū)的經(jīng)濟水平有沒有關(guān)系呢?
(5)適合 Regal書店的策略就一定適合 Monarch書店嗎?兩個書店之間除了咖啡廳之外,還有其他差異嗎?原文中甚至沒有告訴讀者 Regal書店是否因為開設(shè)咖啡廳取得了成功。
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