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EXAMPLE OF INDIRECT APPROACH

1. The Background:A marketing manager for a formal wear and tuxedo manufacturer mustanswer a letter from Mr. David Harbor, an independent dealer with anexclusive franchise to rent and sell those products in his area.

. The Dea!er"# Re$ue#%:

Each year the manager purchases an advertisement for the dealer inhis citys classi!ed telephone directory. "he dealer also wants themanager to purchase advertisements in the two suburban editions ofthe telephone directory.

&. The Organ'(a%'on"# Po!'c):

"he manager purchases advertising only in classi!ed telephonedirectories serving areas in which his stores are located. #ince thisdealer is not located in the suburbs but inside the city limits, themanager will place advertising only in the city directory.

*. The Le%%er"# +o,:

$efuse Mr. Harbors re%uest for company&paid advertising in the twosuburban directories. Explain the policy behind the refusal' themanager has more than ()) hundred stores* if he buys something forone, he must do it for all* the costs would be out of sight* re%uestwould come in for him to purchase advertising in the directories inneighboring countries and town.

-. The Aroach:

#ince the manager will have to say no, an indirect approach is calledfor' the bu+er paragraph opening. "he !nished letter is on the next

page.

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Formal World Inc.82 BroadwayDryden, NY 13053-9100518-55-9788

Marc 2, 1999

Da!"d #ar$or, Mana%erFormal World&.'. Bo( 5)88

*ll"+!"lle, M 39)37-5)88

Dear Da!"d

We a%ree a ad!er"+"n% "n e Yellow &a%e+ "+ "m/oran "n call"n% e aen"on o/ro+/ec"!e c+omer+ o e a!a"la$"l"y o or /rodc+. We al+o a%ree a e more o" we do, e $eer.

a+ year we con+"dered e /o++"$"l"y o aler"n% or /ol"cy on ele/one-d"recoryad!er"+"n%. We calclaed e co+ o /lac"n% ad!er"+"n% or eac o or 80 +ore+ "n alle ele/one d"recor"e+ w""n 125 m"le+ o e +ore4+ loca"on. I came "no a +a%%er"n%95,000 a year6 *!en or + o+e d"recor"e+ "n area+ acally +er!ed $y or +ore+, eco+ wa+ o!er 50,000.

"nce we wold, o cor+e, a!e o a//ly e +ame /ol"cy o eac +ore, we re%rellycanno "ncrea+e or ele/one-d"recory ad!er"+"n%.

ny "ncrea+e "n one area o or ad!er"+"n% $d%e wold a!e o $e a e e(/en+e o'er area+, and we now ow relcan yo wold $e o +ee + c o +/on+or+"/ o eWedd"n% Fa"r, ma%a:"ne ad!er"+"n%, or or +cce++l ele!"+"on ad!er"+"n% cam/a"%n.c ac"!""e+, a+ well a+ ele/one-d"recory ad!er"+"n%, are all /ar o e ma+ermare"n% /lan or Formal World Inc., and m"dyear can%e+ end o a!e a ;r"//le-eec