(^186) T H E M IN D O F THE BUY E R
m a rgin o f hi s th ough t-st ream ; a nd wh en h e
e nc ount ers a simila r a rticl e h e recalls his
previo us exp erie nc e. If i t wa s sa ti sfac tory
h e willin gly ma ke s a repea t pu rch a se.
Again, th e b uye r ca rrie s abo u t with hi m th e
vi sibl e evi denc e o f th e q uality of th e articl e
every tim e h e use s it. I t give s hi m eith e r
pl ea sure o r displea sure. If it wea rs well an d
ful fill s all th e claim s m a de fo r it h e feels
sa tisfie d a n d give s a repe a t orde r.
W e mi gh t st at e parenthe tic ally, th a t the
sa tisfa c tion w e a re tal kin g ab out m us t b e a
re al satisfa c tion. I t sh oul d rep resent th e
fulfillment Of s om e real n ee d which th e in
dividual h a s i n his ba ttl e fo r e xi st ence ; no t
a fa ncie d whim or a de triment al de sire which
h a s b een c rea te d a nd fanned i nto s trength by
so me unsc rup ul ou s sell e r.
Evidences of new ideals in trade. Th a t the
b est of m ode rn selle rs are re c ognizi ng th e
truth of our doc t ri n e th a t sa ti sfac ti on i s th e
true goal o f th e sal e, i s being evinced i n
several ways. D urin g th e pa st two de cades
n umerou s sympt om s h ave appeare d : ch anges
i n meth od s of p ublicity ; o f app roach to th e
c ust om er ; Of p ost- sal e t a c tic s ; o f policies ; of
i de al s—ch an ges i n th e ve ry p hilosophy of
tra de.
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