GMAT考试写作指导：Argument范文四六

　　24. The customer-service division of Mammon Savings and Loan recommends that

　　the best way for the bank to attract new customers and differentiate itself from its

　　competitors is to improve its service to customers―specifically, by reducing waiting

　　time in teller lines, opening for business 30 minutes earlier, and closing an hour later.

　　These improvements, it is argued, will give the bank the edge over its competitors and

　　make it appear more customer-friendly. For the most part this recommendation is

　　well-reasoned; a few concerns must be addressed, however.

　　First, the author assumes that Mammons competitors are similar to Mammon in

　　all respects other than the ones listed. In fact, Mammons competitors may be more

　　conveniently located to customers, or offer other services or products on more attractive

　　terms than Mammon. If so, Mammon may not gain the edge it seeks merely by

　　enhancing certain services.

　　Secondly, the author assumes that the proposed improvements will sufficiently

　　distinguish Mammon from its competitors. This is not necessarily the case. Mammons

　　competitors may already offer, or may plan to offer, essentially the same customer-

　　service features as those Mammon proposes for itself. If so, Mammon may not gain the

　　edge it seeks merely by enhancing these services.

　　Thirdly, the author assumes that Mammon can offer these improved services

　　without sacrificing any other current features that attract customers, in fact, Mammon

　　may have to cut back other services or offer accounts on less attractive terms, all to

　　compensate for the additional costs associated with the proposed improvements. By

　　rendering its other features less attractive to customers, Mammon may not attain the

　　competitive edge it seeks.

　　In conclusion, Mammons plan for attracting new customers and differentiating

　　itself from its competitors is only modestly convincing. While improvements in

　　customer service generally tend to enhance competitiveness, it is questionable whether

　　the specific improvements advocated in the recommendation are broad enough to be