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Marketing

Circulation Manager

Real-Life Activities

Real-Life Decision Making -- Solution

You pull in the incomplete magazines.

You think to yourself, "If I don't pull in the magazines, there could be other repercussions. People will phone and complain. There will be calls to customer service, the cost of providing replacement copies, the loss of readers and all sorts of things."

As you expected, it costs a lot to do this. But you manage to get all 37 stores stocked with the complete publication by the end of the day.

You get a few complaints from people who bought the magazine before you reissued it, and it costs you a little bit to replace their magazines. The coffee shop franchise tells you that they are glad you made the decision you did. They do not like listening to customers complaining about magazines that they sell in their stores.

"Mistakes happen in the production. There is no clear-cut answer. We have to ask ourselves whether to bring in the faulty magazines or not," says Kate MacDougall. She is a circulation manager. "We have to analyze the repercussions of allowing the faulty magazines to circulate and the repercussions of bringing them back and reissuing."