The sales manager of Right Fit Hanger, Inc. recently wrote to three televisions stations asking if they would handle her product on a commission basis. She had heard that some stations occasionally used their open time in this manner. Which of the three replies below do you think best adheres to business communication principles and why? Analyze your choice in the context of all 7Cs. (4) Reply A: I dont know where you got your information as stated in the opening sentence of your letter: I have been informed that your station occasionally promotes items on a commission basis. We dont appreciate your assumption. If you want to do business with us, buy, if you dont, dont write to us. Reply B: This will acknowledge your recent letter offering your all-plastic clothes hanger on a commission basis. I am quite sure that you did not run your advertisement in the Sunday newspaper supplement on a commission basis. By the same token, we will not accept business on a percentage or per inquiry basis. For your information, I am attaching our rate card. Reply C: Your information must have been somewhat misleading in as much as NUTZ has never promoted items on a commission basis. We would be delighted to handle the Right Fit Hanger, and I personally think it is an item in great demand. Enclosed is our rate card so that you can choose the time, frequency, and length of message that will promote your product as you wish it. As soon as your reply to these points reaches us, we will be glad to put all our resources at your disposal.

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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The sales manager of Right Fit Hanger, Inc. recently wrote to three televisions stations asking if they would handle her product on a commission basis. She had heard that some stations occasionally used their open time in this manner. Which of the three replies below do you think best adheres to business communication principles and why? Analyze your choice in the context of all 7Cs. (4) Reply A: I dont know where you got your information as stated in the opening sentence of your letter: I have been informed that your station occasionally promotes items on a commission basis. We dont appreciate your assumption. If you want to do business with us, buy, if you dont, dont write to us. Reply B: This will acknowledge your recent letter offering your all-plastic clothes hanger on a commission basis. I am quite sure that you did not run your advertisement in the Sunday newspaper supplement on a commission basis. By the same token, we will not accept business on a percentage or per inquiry basis. For your information, I am attaching our rate card. Reply C: Your information must have been somewhat misleading in as much as NUTZ has never promoted items on a commission basis. We would be delighted to handle the Right Fit Hanger, and I personally think it is an item in great demand. Enclosed is our rate card so that you can choose the time, frequency, and length of message that will promote your product as you wish it. As soon as your reply to these points reaches us, we will be glad to put all our resources at your disposal.

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