Surveys are created to speak for the people; however, surveys do not always speak for the whole community. A survey completed by Mason City residents concluded that the residents enjoy water sports as a form of recreation. If that is so evident, why has the river not been used? The blame can not be soley be placed on the city park department. The city park department can only do as much as they observe. The real issue is not the residents use of the river, but their desire for a more pleasant smell and a more pleasant sight. If the city government cleans the river, it might take years for the smell to go away. If the budget is changed to accomodate the clean up of the Mason River, other problems will arise. The residents will then begin to complain about other issues in their city that will be ignored because of the great emphasis being placed on Mason River. If more money is taken out of the budget to clean the river an assumption can be made. This assumption is that the budget for another part of cit maintenance or building will be tapped into to. In addition, to the budget being used to clean up Mason River, it will also be allocated in increasing riverside recreational facilites. The government is trying to appease its residents, and one can warrant that the role of the government is to please the people. There are many assumptions being made; however, the government can not make the assumption that people want the river to be cleaned so that they can use it for recreational water activities. The government has to realize the long term effects that their decision will have on the monetary value of their budget.
Third, the argument assumes that other methods will not work better. Coupons may not work well because they might not reach the vast number of gourmet coffee consumers. Additionally, if marketing were more cost effective in terms of gaining a customer per dollar spent, then these sales promotions would not be the best way to attract more customers. Furthermore, handing out samples may not be feasible in suburban areas where large numbers of customers reside.
In conclusion , Excelsior’s strategy to increase its customers relies on questionable assumptions . While these strategies might have worked well in the past, there needs to be evidence that they will continue to do work in the future. Excelsior needs to consider such factors such as demographic shifts, cultural shifts, and alternatives to devise the best plan to gain more customers.