You are the franchised dealer for Starlight satellite TV. Last week you ran a four-room installation special in the local newspaper that offered free installation, one-month free service, and a free DVR or HD receiver. Martha Simon, a customer of yours who had the Starlight satellite system installed two years ago, sent an e-mail to you yesterday asking for a free upgrade on her DVR and one free month of service. She had read the special advertisement and thought it was unfair that new customers would get a better bargain than she did when her installation took place. She paid extra for her DVR with installation and did not receive any free service time. The company cannot afford the cost of opening the special offer to current customers.Write a response to Ms.

Simon’s e-mail. Use effective content consistent with the indirect plan. Keep the language positive.

Explain that the special applies to new customers only and that expanding the customer base may help reduce future service cost for all customers. Also, tell her that as a current customer she can receive a 20 percent discount on the cost of a DVR upgrade.