CHAPTER II 
CHOOSING PRICE LEVELS TO INCREASE SALES 
The price levels that serve customers best. Simplification and stand- 
ardization of retail prices. How customers set our prices. The three 
full lines and full-line prices. Standardized prices give the store Wool- 
worth’s buying advantages, increased because at higher price levels. 
The Model Stock Plan helps the buyer get far better values where mass 
demand centers. . No in-between prices. Standardized prices help in 
group buying. Better assortments, better values, greater sales. A 
complete stock not necessarily large. Theoretically complete or com- 
mercially complete? Losing customers by short stocks. Fewer prices, 
easier selling. Why not four full lines? How different stores’ trade 
overlaps. Records and experience in setting prices. Common sense in 
prices. How often shall full-line prices change? Consistency in 
price appeal. The Model Stock Plan for the store as a whole. Price, 
quality, and style. 
WE are now ready to see specifically how to set our selling 
prices at the levels that serve the customers best and that 
will, therefore, result in the greatest total profits to us. We 
must start our whole examination of Model Stock Plan 
merchandising from this point, for the right price levels are 
basic in building goodwill of the kind that brings customers 
past other stores to trade with us. 
Buying bulks around certain prices. This is the fact that 
makes possible the Model Stock Plan. No store has as yet 
discovered how it can keep complete stocks covering the 
whole price range from the very lowest to the very highest 
and, at the same time, turn such great stocks often enough 
to earn an adequate total profit. This is generally recog- 
nized. Each store has its price individuality. The public 
knows it as “exclusive” or “popular priced” or whatever 
1 Perhaps a half dozen of the largest department stores in the United States 
have succeeded in catering to practically all economic levels of thebuying 
public. These are not exceptions to our principle but illustrations of its 
inclusiveness. Actually, such a store must be regarded as an aggregation of 
single stores, not as itself a single store. Considered in this light, the apparent 
exception to the rule is seen to conform.