Der Weltverkehr und seine Mittel

Bibliographic data

Monograph

Identifikator:: 100624364X

URN:: urn:nbn:de:zbw-retromon-33077

Document type:: Monograph

Author:: Merckel, Curt http://d-nb.info/gnd/1024684814

Title:: Der Weltverkehr und seine Mittel

Edition:: Zehnte, durch einen Nachtrag ergänzte Auflage, Sonderausgabe aus dem Buch der Erfindungen, Gewerbe und Industrien

Place of publication:: Leipzig

Publisher:: Verlag von Otto Spamer

Year of publication:: 1913

Scope:: 1 Online-Ressource (X, 981 Seiten)

Digitisation:: 2017

Collection:: Economics Books

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

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Brücken und Viadukte

Collection:: Economics Books

CHOOSING PRICE LEVELS TO INCREASE SALES 19 who is on the border line between being “average” and “higher income’ will, when buying a dress for regular wear, decide between the $25 and $35 dresses according to her willingness to spend and her preference as to whether she would rather have a number of $25 dresses a year or not quite so many dresses of better quality. It might seem that this loses us dollar volume by making only a $25 sale to a customer who comes in for a $25 dress but who otherwise might be induced to pay $27.50 or $30; we know she is not likely to pay $35, which is $10 more. The answer is, of course, that if we can regularly give her at $25 dresses for which she would elsewhere be charged $27.50 or $30.00 or even $35.00 we shall make her into a steady customer who will do in our store as much of her buying as she can. By the consequent additional volume we get from her, and from the other customers drawn by the increasing goodwill and reputation of the store, we materially increase our total sales and our total profits. Perhaps we are wondering whether we shall actually be able to give her at $25 articles of so much more than ordinary value. Any doubt will be removed as soon as we realize that when once these three full-line prices have been fixed, the buyer buying for any one of these prices goes at his problem exactly as Woolworth’s buyer does for his five- and ten-cent goods with such remarkable success. The Woolworth buyer flatly refuses to buy anything at a price that would necessitate selling it to the customer at 12 or 25 cents. But he does not dismiss desirable goods from consideration just because of the 1 or 2 cents—or even, perhaps, 25 cents—excess above his established selling price. Instead, he tries his utmost, on any item he wants, to work out with the manufacturer a way by which the pro- ducer can profitably sell him the article in quantity at a figure that will permit Woolworth’s to retail it at 10 cents. Woolworth’s obtains far greater values than anyone believed possible before their stores actually accomplished it and built up tremendous sales volume in consequence. We must alwayskeep in mind that Woolworth’s achievements

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