Question: 1. When customers write to Ben & Jerrys for information and the response contains both positive and negative news, what strategy should the respondent follow?

1. When customers write to Ben & Jerry’s for information and the response contains both positive and negative news, what strategy should the respondent follow?

2. If a customer writes to complain about something for which Ben & Jerry’s is not responsible (such as ice in frozen yogurt), should the response letter contain an apology? Why or why not?

3. Why is letter-writing an important function for a company like Ben & Jerry’s?

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