Critical Response: Critical Analysis Of The Most Ethical Dilemmas

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Critical Response: Given the three possible responses from the book, I feel like #2 is the most ethical of the three. However, I feel like all three aren’t satisfactory ways to treat this situation. I will analyze them one by one, then give my opinion of what the salesperson should do.
1. I felt that this response was the least ethical. Firstly, the salesperson would have taken advantage of the customer for personal gain. Secondly, a salesperson should not assume anything about the customer. If a salesperson were to assume anything, it should be through analysis of the customer’s needs. Even then it shouldn’t be an assumption, but an educated decision.
2. The reason I thought this was the most ethical possibility was because it included sending
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103) Economic Needs- are the buyer’s need to purchase the most satisfying product for the money. Economic needs include: price, quality (performance, dependability, and durability), convenience of buying, and service.
(pg. 104) 3 levels of Need awareness- Conscious need level, preconscious need level, unconscious need level.
Conscious need level- Buyers are fully aware of their needs. The buyers are also willing to talk about their needs.
Preconscious need level- the buyers are not fully aware of needs. They generally know what type of product they may need, but choose not to discuss it fully.
Unconscious need level- People do not know why they buy, only that they do buy. In this case the salesperson needs to determine the needs of the buyer through skillful questioning.
(pg. 38) Personal gain is not your goal. Pursuing sales for the sake of self-interest and gain is not your goal. Helping others is. You are never concerned about sales goals, only customers. Take care of customers, and customers will take care of
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The current situation appears to start out with the buyer’s perception that the seller is dishonest. The buyer asks about the mileage being set back. The seller doesn’t really respond to that comment, but moves past it. I think if he would have made a joke out of it, or made a statement that they don’t practice dishonesty, the seller could have gained more trust. Second the seller appears to be assuming the needs of the buyer. The seller is leading with questions like, “Do you need that much room?” The customer says that they don’t, but is it possible that they do want something more spacious? It is possible. The seller seems to think that the buyer is only buying for gas mileage. The seller is overlooking a key selling point, the buyer is getting into a car pool with their boss. It is probable that the buyer would unconsciously want to buy a car that would make a statement to their boss.
2. In this situation the buyer doesn’t really have interest in the vehicles that the seller has showed them. The seller could now appeal to the unconscious needs of the buyer. Like previously stated, the carpool with the boss would be where I would focus. I would try to appeal to the buyer by explaining the benefits of the vehicles. Maybe in this situation the buyer isn’t interested in an economical car, but would rather be seen in a sedan, especially with the boss. Then after use a Trial Close to see how the customer

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