When a consumer finds that an item she or he bought is faulty or does not live up to the manufacturer’s (36) for it, the first, step is to present the guarantee at the store of purchase. In most eases, this action will (37) results. However, if it does not, there are various means the consumer may use to gain satisfaction. A simple and common method used by many consumers is to complain directly to the store manager. In general, the "higher up" the consumer takes his or her (38) , the faster he or she can expect it to be settled. In such a case, it is usually settled in the consumer’s favor, (39) be or she has a just claim. Consumers should complain in (40) whenever possible, but if they cannot get to the place of purchase, it is (41) to phone or write the complaint in a letter. Complaining is usually most effective when it is done politely but (42) , and especially when the consumer can demonstrate what is wrong with the item in (43) . If this cannot be done, (44) The store manager may advise the consumer to write to the manufacturer. If so, (45) . But if a polite complaint does not achieve the desired result, the consumer can go a step further. (46)