International trade

Bibliographic data

Monograph

Identifikator:: 1758394757

URN:: urn:nbn:de:zbw-retromon-136209

Document type:: Monograph

Author:: Taussig, Frank William http://d-nb.info/gnd/120199459

Title:: International trade

Place of publication:: New York, NY

Publisher:: Macmillan

Year of publication:: 1927

Scope:: XXI, 425 Seiten; graph. Darst.

Digitisation:: 2021

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Part I. Theory

Collection:: Economics Books

76 THE MODEL STOCK PLAN positively harmful. If at the very beginning of a season the window display covered bargain lots of the cheapest full line or the best-selling full line, it would be a mistake. Everyone will admit that if in order to get the immediate dollar we show cheap goods at the wrong time, we shall have to take greater losses on our style goods. A cheap display at the beginning of a season keeps away from our store those people who want the best in styles and quality. And let me point out that while many of the merchants and buyers who will read this book are not primarily concerned with style, even staples are now adopting style. The Model Stock Plan is, of course, equally effective with staples or style goods. Styles are emphasized throughout the book because they are more difficult to handle profitably. It is clear that Model Stock Plan publicity gets the cus- tomer into the store. Here we come to the fundamental difference between a window display and an interior display. A window’s chief job is to bring the customer into the store; an interior display’s job is actually to sell her the goods. Once we have the customer inside the store, the interior display becomes of supreme importance. Here, again, personal opinion has in the past had too much power. The reason personal opinion has had an even more harmful influence on interior display than on window display and newspaper advertising is that in most stores there has been little or no specialized expert guidance. As we have already said, interior display deserves the full-time attention of one or more specialists. In general, the salespeople in a selling department are entrusted with a great deal of the interior display. The fallacy of going at it in this haphazard way must be apparent when we recognize that a much greater percentage of the customers who get to the point of seeing our interior display are actually ready to buy than of those who are interested merely to the point of stopping before our windows to see the window display—and any enterprising retailer devotes a great deal of thought and frequently a good deal of money to making his windows effective. You see. this is what has happened: The possible customers have

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