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a common plight: There were responsible for increasing market shares for products with very little differentiation from competitors ́ products. They both wished they could help each other, but they could not. The reunion ended and each went home.

The next week, Beever was surprised to receive an e-mail message from his old roommate:

“We propose a tie-in promotion between Sudsy Soap and our dishes. We will supply at no cost to you 100,000 each 12-inch dinner plates, 7-inch pie plates, 9-inch bread and butter plates, coffee cups, and saucers. Each week you must have a different piece in each package, starting with dinner plates in week 1, pie plates in week 2, and so on through the end of week 5. Recommend this be done weeks of October 3, October 10, October 17, October 24, and October 31 of this year. Timing important because national advertising linked to new television show we are sponsoring. We will give buyers of five packages of Sudsy Soap, purchased 5 weeks in a row, one free place setting of our dishes. Enough of your customers will want to complete table settings that they will buy more place settings from our retailers. Timing crucial. Advise immediately”.

Beever was pleased to receive the offer but realized a lot of questions had to be answered before he could recommend that the offer be accepted. He forwarded the message to Johnson with an added note:

Note attached message offering tie-in with dishes. Dishes are of good quality. What additional information do we need from dish distributor, and what additional information do you need before we know whether to recommend acceptance? Advise ASAP: Thanks.

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