The model stock plan

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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.

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Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XII. Publicity that meets and beats competition

Collection:: Economics Books

168 THE MODEL STOCK PLAN 1. Newspaper advertising makes people set out with the intention of coming to our store, 2. Competitors are bringing to the retail district other people who intend to go to theirsfores. When these people pass our windows, we get an extra opportunity to divert them from their original intention and so bring them into our store. 3. Whether customers are brought in by our newspaper advertising or our window displays, or whether they come in of their own initiative to make purchases or to shop, we have the problem of bringing them to the point of looking at the merchandise in the departments. This is where interior display has its opportunity to make the sales and also to suggest still other items to the customers. Obviously, we cannot afford to slight the interior display. Yet, in general, because its full importance seems somehow to have impressed most merchants insufficiently and it is, therefore, not under the control of a single competent display expert, it is, as a whole, far less effective than newspaper advertising or window display. It takes equally good window display and interior store display added to good newspaper advertising to make the greatest total profits for our store. In other words, a well- rounded use of publicity. While it is generally accepted that window display and interior display are valuable, we do not yet know the true greatness of their value, for the scientific investigation of the most effective methods and principles of display is just now getting well started under the direction of the more competent display executives. In previous chapters we have seen that the size of the Model Stock can be mathematically determined. Muliiply- ing the departmental stock units by the required rates of turnover gives us, therefore, the volume of annual sales required to main- lain the Model Stock and yield us the greatest total profit. It is childish to keep our stocks too small because we are not selling enough to make larger, adequate stocks turn prof- itably. This only results in a whole crop of failures to sell. By applying sounder selling methods, which in large measure

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