The model stock plan

Bibliographic data

Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

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

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Chapter IX. The more-profit time to sell - the selling calendar

Collection:: Economics Books

THE MORE-PROFIT TIME TO SELL 129 on the yellow-ticket novelties. But we have not yet had the mass judgment of a large number of people on them. We get that later. At the opening dale, the highest-priced full line should bear the emphasis in our selling activities. This line must be pushed and sold chiefly from the opening date to the time of mass selling. Otherwise, we may have to take great losses on it. In practice most merchants know that if at the opening we give the strongest publicity to the best- selling full line, we shall not sell our highest-priced full line in sufficient quantities. Here lies a common reason for heavy mark-downs. If we make this mistake and dispro- portionately push and advertise our best-selling full line too early—that is, before the time of mass selling—when the time comes that it really should be pushed, it will be difficult to advertise and otherwise present it in ways that are not repetitions of what we have already done. Moreover, any store that begins to advertise cheap goods too early makes a bad impression on those customers who would ordinarily buy the best-selling full line as well as the highest-priced full line. Customers of our average and higher-income classes would prefer to buy at stores that are known to sell goods of the higher-price levels. This is true even of the customers who actually buy the cheapest full line. So, if we advertise and display prominently our cheap goods too early, the whole buying public gets the impression that if an article comes from our store, they are convicted of buying at a cheap establishment. Practically all of our customers had rather buy their goods in the highest- class stores, if they can get them there at fair prices that they can afford to pay. Consequently, we must, if we hope to earn the greatest total profits, carefully avoid doing anything that will make our store’s label represent in the public's mind a store specializing in cheap goods. Now we come to the third portion of the selling calendar, the time of mass selling. This is the time for a hard sales drive, and the date should be determined by three distinct considerations. It should begin:

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