Case2 Chpt4 assignment
1. Describe the situation and the buyer’s apparent needs.
The situation presented in the case illustrated a car salesman attempting to gain a
better understanding of the prospective customer’s needs. The buyer is looking to buy
a used vehicle. He asks questions pertaining to the use of the car, size, mpg, etc to
gain knowledge about the buyer. It appears that the buyer is preconscious of her needs
as she goes looks at a larger vehicle, but yet knows she needs one that is simply
reliable and good on gas mileage. After the seller begins to understand what the buyer
is looking for, he then shows her possible options that meet her criteria; however, she
didn’t seem very adamant about any of the five cars and decided to continue shopping
around. The buyer’s perception, which is the process by which they select, organize
and interpret information, seems to be distorted in this situation.
2. What should the seller do now that the buyer has said no to the cars he has
shown her and is about to leave the car lot?
Since the buyer has said no to the cars presented by the seller, it is important for the
seller to understand why the buyer said no. Instead of letting the buyer simply walk
away, the seller should have engaged in further conversation to get a better
understanding as to why the buyer feels the cars will not serve her needs. The buyer