The Mind of the Buyer

(^198) T H E M IN D O F TH E BUY E R
h ave t rea te d them a s distinc t t rends, we must
rec ognize th a t th ey a re not entirely independ
e n t o f each oth e r. Fo r ins tan c e, in a dmitting
th a t a tru e sal e mus t give sa tisfa c tion to th e
b uye r w e rec o gnize th e con tin uity of th e sal e.
TO say th at one sell s servic e is to admit th e
t ruth of th e oth e r proposition s.
We sh oul d no t make th e mist ake of a ssum
ing th a t the se i deal s a re complet ely realize d o r
universally a dop ted. S till th ey indicat e th e
direction of th e m ai n c urrent Of th ough t an d
pra c tic e, a nd t o a sh rew d obse rv e r, th ey p re
sage th e nat ure o f th e devel opm ent s th at a re
l ikely to com e in th e fut ure.
S ummary. In this ch ap te r w e h ave a dvo
ca ted th e a dop ti on o f- th e view th a t th e real
en d o f th e sal e i s th e sa tisfac tion o f th e buye r.
As on e lin e of evidenc e w e h ave p ointe d to th e
growing use o f sa ti sfying p rac tice s o n th e p art
of p rogressive sell e rs.
W e migh t tal k ab out th ese improve d ideal s
an d p ra c tic e s in ethi cal term s and say tha t
cl ea rly sell ers a re becoming co nverte d to a
high e r standa rd of e thic s a nd a re for this
r ea so n m aking th e changes n ot ed. Th ough
th e e thi cal ideal s o f t ra de h ave been growing
mo re el eva ted, w e sh oul d probably be in e rro r
to a sc rib e th em a s th e ca use of th e reform s we