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The following appeared as part of a business plan recommended by the new
manager of a musical rock group called Zapped.
ďTo succeed financially, Zapped needs greater name recognition. It should therefore
diversify its commercial enterprises. The rock group Zonked plays the same type of
music that Zapped plays, but it is much better known than Zapped because in
addition to its concert tours and four albums, Zonked has a series of posters, a line
of clothing and accessories, and a contract with a major advertising agency to
endorse a number of different products.Ē
Discuss how well reasoned... etc.
The new manager of the rock group Zapped believes that name recognition is the key to attaining financial success for the group. To
increase name recognition the manager recommends that Zapped diversify its commercial enterprises. The grounds for this
recommendation is an analogy with Zonked, a much better-known rock group that plays the same kind of music as Zapped. According
to the manager, the main reason Zonked is better known than Zapped is that Zonked participates in several promotional enterprises in
addition to concerts and albums. The managerís recommendation is questionable for two reasons.
In the first place, the author assumes that the only relevant difference between Zapped and Zonked is that Zonked has greater name
recognition than Zapped. If this were the case, the managerís recommendation would be apt. However, the fact that the two rock
groups play the same kind of music leaves open the question of whether their performance of this music is comparable. If Zonkedís
performance is sufficiently better than Zappedís, this could go a long way toward explaining why Zonked is much better known.
In the second place, the author assumes that name recognition is all that is required for financial success. While name recognition is an
important element in determining the success or failure of any enterprise, it is hardly the only element required. Other factors are
equally important. In the case of rock bands, factors such as musical talent, showmanship, and repertoire play a significant role in
determining the financial success of the group. If Zonked is superior to Zapped in these areas, this difference could account for
Zonkedís financial success.
In conclusion, the managerís argument is unconvincing. To strengthen the argument the author would have to show that Zapped and
Zonked are alike in all relevant ways except name recognition.